Stora Enso Packaging Solutions has published a report on the future of packaging for millennials. It is estimated that this age group will constitute nearly half of the European workforce by 2025, making it a generation that brand-owners need to be targeting.
As it is forecast that millennials will constitute an increasing proportion of the consumer population over the next 15 years, brand-owners need to be considering how to appeal to this particular demographic, especially as four out of five young people born between 1980 and 2000 state that packaging has an effect on their purchase decisions.
Fibre-based packaging is, in fact, the preferred choice of the next generation of consumers, according to Stora Enso Packaging Solutions' Viewpoint report, entitled Future of Packaging for the Millennials. Of those surveyed in study, 88% considered fibre-based packaging materials, such as containerboard, to be sustainable.
With this insight, brand-owners need to be thinking carefully about how they can make their branding and packaging strategies fit with the values and preferences of this demanding group. Converters will need to find new solutions to the increasing demands of brand-owners to help them drive sales and reduce total cost and environmental impact.
Containerboard is the largest fibre-based packaging market, with an annual volume of more than 150 million tons/year and long-term growth expectations of more than 2.8%. The preference for sustainable fibre-based packaging materials among the next generation of consumers is an important factor for the growth of the industry.
The future prospects of corrugated converters are good. Brand-owners will need to make sustainable fibre-based packaging a more central part of their marketing strategies. In turn, the growth of the industry and the opportunities that arise from it will require new capacity and approaches from containerboard providers.
Stora Enso Packaging Solutions introduces the new 360° solutions provider offer for containerboard. Customers will benefit from a holistic approach to products and services to help them become more successful in their packaging businesses.
The company has also launched, together with the 360° solutions provider, three new product brands:
AvantKraft will enter the market in Q4 as Varkaus mill (Finland) starts production of kraftliners. AvantFlute and AvantLiner are already available for delivery from Heinola mill (Finland) and PM5 (Poland).
The unique Avant-family of Nordic virgin fibre and recycled fibre products, combined with Stora Enso's high-quality services such as technical customer service, eFlow, recycling service, rightweighting and rightgrading, will help customers to improve their material selection, productivity, flow efficiency and recycling.
Stora Enso's long history in the corrugated converting business has given the company exceptional experience in creating innovative packaging solutions, as well as deep insight into combining design with material expertise. In essence, Stora Enso takes a holistic view on customers' containerboard product and service needs.