Discover your next big idea at PACK EXPO Las Vegas
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries. Click to learn more.

Common ways flexible packaging projects can fail

Flexible packaging for consumer goods is gradually claiming market share in a number of categories.

Packaging for these facial wipes uses renewable and recyclable resin for a lower carbon footprint than its competitors.
Packaging for these facial wipes uses renewable and recyclable resin for a lower carbon footprint than its competitors.

Whether you’re the first to market with flexible in your category or trying to ride the wave, it’s best to proceed with caution. Here are some serious considerations to keep top-of-mind while developing a new package.

1. Not understanding consumer needs. A household-cleaning product in a stand-up pouch seems like an innovation ripe for the market. Aside from convenience and refillability, sustainability gains would also be achieved. But what was a popular package format for similar products in Europe did not fly so well in the U.S. For good or bad, U.S. consumers are curious creatures of habit and, sometimes, doggedly resistant to change.

2. Not understanding retailer needs. Avoid shortsighted design that consumers may like but that doesn’t work well in distribution systems or on store shelves. Retailers will reject packaging out of hand if it doesn’t move through their supply chain efficiently, fit on their shelves the way they like, or sell down neatly and easily.

3. Under-marketing the advantages of flexible packaging. With a new packaging format in a category, education is advisable. It’s arguable that some less-than-stellar flexible packaging introductions of the past might have caught on had the brand owner marketed the key advantages to consumers right on the package. Advertising campaigns can also help consumers become more comfortable with a new user experience. Another strategy is to lower the price of a product in a new flexible package, temporarily, to entice consumers to abandon the legacy packaging format.

List: Digitalization Companies From PACK EXPO
Looking for CPG-focused digital transformation solutions? Download our editor-curated list from PACK EXPO featuring top companies offering warehouse management, ERP, digital twin, and MES software with supply chain visibility and analytics capabilities—all tailored specifically for CPG operations.
Download Now
List: Digitalization Companies From PACK EXPO
Coding, Marking, and Labeling Innovations Report
Explore our editor-curated report featuring cutting-edge coding, labeling, and RFID innovations from PACK EXPO 2024. Discover high-speed digital printing, sustainable label materials, automated labeling systems, and advanced traceability solutions that are transforming packaging operations across industries.
Access Report
Coding, Marking, and Labeling Innovations Report