STANDUP-POUCH PACKAGING Providing Form, Function, Convenience and Success to re►invent your [Brand ▪ Product ▪ Package]Prepared by:Dennis CalamusaALLIEDFLEX™ TECHNOLOGIES, INC.Sarasota, Florida USA www.standup-pouch.com
In recent years, Standup-Pouch packaging has created an interesting marketing opportunity for many consumer product companies. Both new and traditional products have been introduced in a wide range of categories including single serve beverages, processed foods, cookies, snacks, breakfast cereals, confectioneries,pet treats & pet foods, in addition to a wide range of value added productapplications. These product categories and other emerging markets will increasethe magnitude of this package style in the market for many years to come.GLOBAL GROWTH 1998 thru 2006 8 7 6 Billion Pouches 5 4 1998 3 2006 2 1 0 Beve rage Food Pe t Food Non FoodNorth America Growth 2001 thru 2006 4 3.5 3 Billion Pouches 2.5 2 2001 1.5 2006 1 0.5 0 Beverage Food Pet Food Non Food
Key Standup-Pouch Markets Beverage/Liquid Non-Food Food Pet Food Frozen Food Fruit Flavored Agri-Chem Prepared Foods Retort Pet Foods Drinks Sauces & “wet” Health & Beauty Condiments Water Powdered Pet Treats Detergents Beverages Isotonic Dried Fruit, Salty Dry Pet Foods Automotive Snacks & Biscuit Confectionery Dry Mixes Retort FoodsThe trend toward Standup-Pouch packaging has been mainly driven bycompanies looking for ways to differentiate their products from the competition,add consumer convenience through improved methods of reclosability and ingeneral provide an innovative marketing approach to stimulate the sales of astagnant brand or increase the acceptance and success of a new productintroduction.Well it worked! We continue to see a dramaticproliferation of Standup-Pouch introductions in the market, not just for niche or new product introductions, but we have started seeing the cross over of mainstream products and in some cases, the shift of complete product categories to the Standup-Pouch. This type of marketing momentum toward a packaging format hasnot been experienced in decades.Today, all packaging is getting more innovative and we can expect to seecontinued trending toward the “re- thinking” of consumer convenience with arenewed focus on the “product’s point of use”.
Based on new development efforts underway we will see the further reach of theStandup-Pouch packaging format into many more product categories includingprocessed foods, condiments, detergents, health and beauty products and otherhousehold product applications.The Standup-Pouch has successfully demonstrated the unique ability toaccommodate both dry and liquid applications. Now with the possibility to add notonly zipper for reclosability, but spouts and dispensing features we can expect tosee a new realm of exciting product introductions.As success grows and we begin transitioning a broaderrange of products into the Standup-Pouch package format there becomes a greater awareness as to the total cost of producing the package as it is brought to market. Many in the field believe that if the SUP is going to continue to be embraced we will need to reduce material cost and continue to enhance SUP packaging machinery technology to run more productively and efficiently, in order to reduce the total cost of the package.As mentioned earlier the Standup-Pouch has been primarily market andconsumer driven, however the Standup Pouch as a packaging format offersmany more benefits to the packager including opportunities of material costreduction as compared to some other more traditional methods. Logistics canhave a major impact on cost particularly when compared to rigid methods ofpackaging including bottles, can, jars, composite or spiral cans.
The transport, material handling, warehousing and shipping of these rigid package containers can dramatically add to the total cost picture. Many astute packagers arebeginning to take these logistical costs previously regarded as “fixed costs” intoconsideration when selecting new or future packaging alternatives. This is goodfor the flexible packaging industry and all parties concerned.The mere magnitude of a shift from rigid to flexible can be overwhelming to some,particularly those who have utilized a particular method of packaging for decades,but this need not be the case as the magic formula to success thus far has beennot necessarily to replace, but rather partner your existing packaging format.The new Standup-Pouch alternative cangrow market share, adds value and providethe all important consumer with “choice”.This implementation process will enablepackagers to perform a gradual transition tothe future as opposed to a blind leap into theunknown.Now that the SUP is being commonlyimplemented for mainstream and highervolume product applications, output andproductivity are becoming a more importantfocus in the packaging system selection process. Multiple slower machines,traditionally the only solution, take up valuable floor space, require more supportinfrastructure, labor and in total result in higher operating costs.Companies are more than ever, comparing Standup-Pouch capital investmentsand packaging material costs to “continuous motion” high speed bottling, canningand bag in box packaging lines and the present day economics of labeled bottles,cans and printed cartons. The packaging machinery technologies for handlingthese rigid formats and the economics of these packages have evolved over thelast 50 + years along with the markets they serve.The flexible packaging industry has not been given the luxury to “evolve” itstechnologies over many years, but instead we are being driven by the needs andthe urgency of the market, as it rapidly transitions to innovative flexible packagingalternatives.
The machinery industry is answering back with the continued movement towardthe development of high-speed machinery solutions for both dry, liquid and retortapplications. Standup-Pouch machinery builders and packaging material converters are being pushed by their customers and the marketto increase productivity and reduce packaging material costs. In the North American region a growing infrastructure of Contract Packagers have played an important role in growing the Standup-Pouch market and providing consumer product companies with the opportunity to introduce a SUP and other innovative flexible packaging solutions with minimal risk and improved speed to market. Contract packers can offer that “special expertise”that only comes from personal experience. This benefit allows you to quickly“ramp up” reducing your overall cost of implementation and immediately adds toyour quality performance ratio.Production relates to Economics, Distribution to Product Protection andMarketing to Form, Function and Graphics. The contract packer can supportall of these vital ingredients to a product….packaging success formula. Thesefactors are particularly important during a new product / package introduction.We expect that the contract packaging sector will continue to support thedramatic growth of the Standup-Pouch as they provide their services andexpertise to their customers that represent a growing diversity of industries.As these co-packers continue to gain important experience in the flexiblepackaging category we expect them to expand and diversify their capabilities,offering a growing opportunity for all those interested in transitioning to the futureas painlessly as possible.
Other innovative pouch styles that are gaining popularity and interest in themarket include:As all styles of flexible pouch packaging continue to penetrate the market we canbe sure that we will see a “continuous effort” on behalf of the flexible packagingindustry to provide innovate solutions that will support the end users goals ofstreamlining their production capability, reduce cost and provide creative ways tosupport the market as we move to the next generation of flexible pouchpackaging alternatives.