Packaging: Evaluation of Vertical Markets & Key Applications
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1 Packaging: Evaluation of Vertical Markets & Key Applications by Karstedt Partners, LLC 8843 Hammond Drive Eden, NY (716) PRIMIR/NPES
2 Packaging: Evaluation of Vertical Markets & Key Applications Table of Contents I. Executive Summary... 1 A. Introduction... 1 Why This Study is Important... 1 B. Objectives... 3 C. Scope... 3 D. Methodology... 6 Basic Terms and Definitions... 6 Vertical Market, Vertical and Sub Verticals... 7 Application(s)... 7 SKU Proliferation... 7 The Various Types of Printers who Print Packaging... 8 Fulfillment House, Contract Packer, Contract Manufacturer... 8 E. Conclusion and Findings... 9 The Nine Key Points from the RFP... 9 Trends in Packaging Segments... 9 Size of Applications Print Decision Process by Vertical Market Role of the Retailer in Packaging Decisions Role of Private Brands Role of Trade Shops in Packaging and Print Decisions Sustainability and Recycling Requirements by Vertical Market Package Printing by Channel F. The Consumer Gap Principle G. Implications for PRIMIR Members Implications Facing all Supplier Segments Prepress Equipment Supplies & Software Manufacturers Overall Observations Impact by Vertical Markets Ink, Toner, Coatings & Chemical Manufacturers Overall Observations PRIMIR Packaging: Evaluation of Vertical Markets & Key Applications i
3 Impact by Vertical Markets Paper/Synthetic Substrate Manufacturers & Distributors Overall Observations Impact by Vertical Markets Traditional Press Manufacturers (Offset, Flexo, Gravure) Overall Observations Impact for Vertical Markets Post-Press Equipment Manufacturers Overall Observations Impact by Vertical Markets Digital Press/Output Device Manufacturers Overall Observations Impact by Vertical Markets Print Firms & Trade Shops Overall Observations Impact by Vertical Markets Contract Manufacturers, Contract Packers & Fulfillment Houses H. Changing of the Product and Packaging Lifecycle I. Value vs. Volume II. Introduction A. Objectives B. Scope C. Methodology Basic Terms and Definitions Vertical Market, Vertical and Sub Verticals Application(s) SKU Proliferation The Various Types of Printers who Print Packaging Fulfillment House, Contract Packer, Contract Manufacturer Value vs. Volume D. Limitations E. Conclusions and Findings External Conclusions & Findings Retail Initiatives Enhanced Shopping Experiences Enhanced Operations Effectiveness Growth of the Dollar Store Segment PRIMIR Packaging: Evaluation of Vertical Markets & Key Applications ii
4 Vertical/Brand Owner/CPC Initiatives The Double Edged Sword of Increased Order Volumes Unanswered Questions Effects on Packaging and the Packaging Supply Chain Game Changer External Factors Affecting the Supply Chain III. Retail Segment A. Product Origination and Retail Channels Product Origination B. Retail Segment Overview Growth of the Dollar Store A New Challenge in Retailing C. Retail Segment Performance and Issues Excess and Incorrect Inventory Ineffective Product Development Irrelevant Assortment Saturated Space and Outlets Off Target Promotional and Marketing Investments How do these Issues Affect Packaging? D. Retail Trends and Initiatives Impacting Packaging Supplier Collaboration Anti-Theft E. Store Brands and Private Labels Consumer Acceptance National Brands Slow the Growth of Private Brands Sustainability at the Retail Level Package Design Summary and Outlook for the Retail Segment The Impact on Packaging IV. Vertical Markets/The Brand Owner The Consumer Gap Principle How Brand Owners Measure Solutions A. Food Relevant Food Vertical Facts and Interview Insights Issues in the Food Vertical Directly Affecting Packaging B. Beverage Relevant Beverage Vertical Facts and Interview Insights Issues in the Beverage Vertical Directly Affecting Packaging PRIMIR Packaging: Evaluation of Vertical Markets & Key Applications iii
5 C. Household Products Relevant Household Products Vertical Facts/Interview Insights D. Personal Care Relevant Personal Care Vertical Facts and Interview Insights Issues in the Personal Care Vertical Directly Affecting Packaging E. Healthcare Relevant Healthcare Vertical Facts and Interview Insights Issues in the Healthcare Vertical Directly Affecting Packaging F. The Role of Sustainability in Vertical Markets G. Key Findings from the Vertical Interviews Would You Pay More for Solutions? The Global Footprint View of the Converter How Converters Get Global Presence The Future of a Global Presence Global Presence for Graphic Service Providers V. The Supply Chain Partners A. Graphic Service Providers B. Contract Packagers C. Commercial Printers D. Packaging Converters Overall Print Segment Usage Sustainability Within Converter Segments Key Findings from the Converter Interviews Folding Carton Converters Corrugated Converters Flexible Packaging Converters Label Converters VI. Value vs. Volume A. The Product and Packaging Lifecycle B. Volume Producers Alignment with Volume Suppliers C. The Impact on Converters D. Quadrant Needs Emerging Products The Value Segment Mainline Products The Volume Segment End of Life The Irritation Segment Brand Owner Importance: Product Cost vs. Product Functionality Converter Responses PRIMIR Packaging: Evaluation of Vertical Markets & Key Applications iv
6 Brand Owner Comments Relating to SKU Proliferation Data Synchronization SKU Counts Order Requirements Logistics Complexity Interview Key Takeaways Unmet Brand Owner Needs Incremental Change Material Changes within the Same Material Classification Material Changes with Similar Material Classifications E. Change with the Potential to Impact the Entire Supply Chain Source Elimination Packaging Conversions Why Change is Done Cautiously Areas of Development Aimed at Unmet Needs Substrate Developments Technology Developments Inks/Coatings Development Application Development Material Substitutions F. Conclusions Top 10 List of Changes to Monitor VII. Suppliers Implications for PRIMIR Members Implications Facing all Supplier Segments Sustainability SKU proliferation Anti counterfeiting, Track and Trace, Anti diversion Technologies (Pharmaceutical, Food, Electronics) Other Innovations A. Prepress Equipment Supplies & Software Manufacturers Overall Observations Impact by Vertical Markets B. Ink, Toner, Coatings & Chemical Manufacturers Overall Observations Impact by Vertical Markets C. Paper/Synthetic Substrate Manufacturers & Distributors Overall Observations PRIMIR Packaging: Evaluation of Vertical Markets & Key Applications v
7 Impact by Vertical Markets D. Traditional Press Manufacturers (Offset, Flexo, Gravure) Overall Observations Impact by Vertical Markets E. Post-Press Equipment Manufacturers Overall Observations Impact by Vertical Markets F. Digital Press/Output Device Manufacturers Overall Observations Impact by Vertical Markets G. Print Firms & Trade Shops Overall Observations Impact by Vertical Markets VIII. Conclusions No Game Changers? Conversion to Microflute Supplier Collaboration Incremental Change SKU Proliferation Sustainability Substrates Printing Finishing Workflow and Prepress Packaging Applications IX. Appendix Glossary Converter Questionnaire Brand Owner Questionnaire Converter Interviews Titles and Company Type Corrugated Folding carton Flexible packaging Labels Brand Owner Interviews Titles and Verticals PRIMIR Packaging: Evaluation of Vertical Markets & Key Applications vi
8 Table of Exhibits Exhibit I-1: Value of Retail Vertical Sales & Packaging Shipments by Application U.S. ( )... 5 Exhibit I-2: Initiatives by Brand Owners and Their Effects on Packaging Exhibit I-3: Value of Packaging Shipments by Applications Exhibit I-4: High Satisfaction Ratings for Private Label Products Exhibit I-5: Customers Willingness to Pay a Premium Exhibit I-6: Brand Owner Initiatives Affecting all Suppliers Exhibit I-7: Press Usage by Folding Carton Interviewees Exhibit I-8: The Product and Packaging Lifecycle Exhibit I-9: Value vs. Volume Changes to Monitor Exhibit II-10: Project Interviews Conducted Exhibit II-11: Overview of Supply Chain Drivers from the Consumer to the Supplier Exhibit II-12: Ranking of Most Important External Factors Brand Owners Exhibit II-13: Ranking of Most Important External Factors Converters Exhibit III-14: How Offshore Manufacturing Impacts Packaging Exhibit III-15: U.S. Retail Sales by Channel ( ) Exhibit III-16: U.S. Retail Sales of Select Verticals by Channel ( ) Exhibit III-17: Private Label Products with High Consumer Satisfaction Exhibit IV-18: Food Vertical Packaging Use by Application ( ) Exhibit IV-19: Food Vertical Packaging Used by Provider ( ) Exhibit IV-20: Select Sub Verticals Manufacturers Revenue 2010 (U.S. $ millions) Exhibit IV-21: U.S. Retail Food Sales Through Mass Merchants ( ) Exhibit IV-22: Beverage Vertical Packaging Use by Application ( ) Exhibit IV-23: Beverage Vertical Packaging Used by Provider ( ) Exhibit IV-24: Select Sub Verticals Manufacturers Revenue 2010 (U.S. $ millions) Exhibit IV-25: Household Products Vertical Packaging Use by Application ( ) Exhibit IV-26: Household Products Vertical Packaging Used by Provider ( ) PRIMIR Packaging: Evaluation of Vertical Markets & Key Applications vii
9 Exhibit IV-27: Select Sub Verticals Manufacturers Revenue 2010 (U.S. $ millions) Exhibit IV-28: Personal Care Vertical Packaging Use by Segment ( ) Exhibit IV-29: Personal Care Vertical Packaging Used by Provider ( ) Exhibit IV-30: Select Sub Verticals Manufacturers Revenue 2010 (U.S. $ millions) Exhibit IV-31: Healthcare Vertical Packaging Use by Segment ( ) Exhibit IV-32: Healthcare Vertical Packaging Used by Provider ( ) Exhibit IV-33: Select Sub Verticals Manufacturers Revenue 2010 (U.S. $ millions) Exhibit IV-34: Brand Owners Willingness to Pay More (from Vertical Interviewees) Exhibit IV-35: Ranking of Most Important External Factors Brand Owners Exhibit IV-36: Brand Owner s Impressions on Suppliers Responsiveness Exhibit V-37: Distribution of North American Packaging Graphic Services to GSPs (estimated for 2010) Exhibit V-38: North American Printing Process by Application (2011) Exhibit V-39: North American Folding Carton Use by Key Verticals and Sub-Verticals ( ) Exhibit V-40: North American Corrugated Use by Key Verticals and Sub-Verticals ( ) Exhibit V-41: U.S. Corrugated Imports and Exports Exhibit V-42: North American Flexible Packaging Use by Key Verticals and Sub-Verticals ( ) Exhibit V-43: North American Label Use by Key Verticals and Sub-Verticals ( ) Exhibit V-44: Estimated Label Volume by Number of Labels per Job (2010) North America Exhibit VI-45: The Upstream Supply Chain Scorecard (2011) North American Retailers Exhibit VI-46: The Product and Packaging Lifecycle Historical View Exhibit VI-47: Concentration of U.S. Brand Owners by Sub-Vertical (2010) Exhibit VI-48: U.S. Top 5 Folding Carton Converter Share (2011) Exhibit VI-49: U.S. Top 6 Corrugated Converter Share (2011) Exhibit VI-50: U.S. Top Flexible Packaging Converter Share (2011) Exhibit VI-51: U.S. Top Label Converter Share (2011) Exhibit VI-52: Converter Production Requirements Original Model More Volume, Fewer Orders Exhibit VI-53: The Product and Packaging Lifecycle Today's View PRIMIR Packaging: Evaluation of Vertical Markets & Key Applications viii
10 Exhibit VI-54: Impact of SKU Proliferation on Converters New Model More Orders, Less Volume Exhibit VI-55: Impact of SKU Proliferation on Operations Original Model vs. New Model Exhibit VI-56: Impact on Converters by SKU Proliferation Exhibit VI-57: The Value Segment Exhibit VI-58: The Volume Segment Exhibit VI-59: The Irritation Segment Exhibit VI-60: Interviewees Brand Owner Ratings Packaging Functionality vs. Cost Exhibit VI-61: Interviewees Brand Owner Ratings Packaging Types Exhibit VI-62: Interviewees Brand Owners Willingness to Pay a Premium (Overall) Exhibit VI-63: Interviewees Brand Owners Willingness to Pay a Premium (Price Buyers) Exhibit VI-64: Interviewees Converter Orientation Value vs. Volume Exhibit VI-65: Interviewees Brand Owners Would you be Willing to Pay a Price Premium? Exhibit VI-66: Interviewees Converters Would your Customer be Willing to Pay a Price Premium?. 175 Exhibit VI-67: Importance of Unmet Needs for North American Brand Owners & Retailers (2011) Exhibit VI-68: Impact on Level of Interest with a 15% to 20% Price Premium Exhibit VI-69: Interviewees Corrugated Converters View Tendency of Verticals Value vs. Volume Exhibit VI-70: Interviewees Carton Converters View Tendency of Verticals Value vs. Volume Exhibit VI-71: Interviewees Flexible Converters View Tendency of Verticals Value vs. Volume Exhibit VI-72: Interviewees Label Converters View Tendency of Verticals Value vs. Volume Exhibit VI-73: Brand Owners Opportunities for Value and Volume Solutions by Application Exhibit VI-74: Materials Opportunities by Application and Vertical Exhibit VI-75: Packaging Materials Development Value vs. Volume Exhibit VI-76: Inks & Coating Developments Value vs. Volume Exhibit VI-77: Print & Imaging Developments Value vs. Volume PRIMIR Packaging: Evaluation of Vertical Markets & Key Applications ix
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