Packaging as a marketing driver.

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Shavonne Brooks
6 years ago
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1 TRUSTED EXPERIENCE VALUE FOR THE FUTURE Packaging as a marketing driver. Philippe Wolper Managing Director APEAL 1

2 1. Euromonitor research amongst key brand owners 2. Intrinsic values responding to trends & requirements 3. Major technology developments 4. Co-operation throughout the chain 5. Steel packaging sustainability 2

3 Consumer trends continue to drive packaged food market Convenience and busy lifestyles Growing wealth Health concerns Ethical consumers 3

4 opening packaging opportunities in convenience. Single serve Semi-prepared Microwaveable Convenience opening in Eastern Europe Re-closable containers 4

5 Opportunities High Small wins Low Which packaging opportunities? Medium wins Fairtrade Alternative containers Convenience opening Healthier/Functional Condensed Microwavable Weight/carbon Single serve Re-closable Big wins Education Central Europe Eastern Europe Organic Time 5

6 2. STEEL S INTRINSIC VALUES RESPONDING TO TRENDS & REQUIREMENTS 6

7 DO WHAT WE DO WELL. Deliver: Processing efficiency Production flexibility Reliability Steel for packaging 7

8 Steel packaging: highly effective throughout the supply chain 8

9 and highest reliability. 9

10 CONTINUOUS DRIVE FOR IMPROVING PACK PERFORMANCE. Protect & Preserve: Robustness Mark resistant Safe containment (aggressive products) Barrier properties (light & air) Excellent product quality Convenience: Easy to open Make life easier Re-sealable 10

11 High performance in barrier properties and 11

12 efficient energy free preservation throughout the supply chain. 12

13 BUILD NEW BUSINESS. Grow: New can formats, brand differentiation New product delivery (convenience) 13

14 PROVEN MARKET SUCCESS! Brand Differentiation Sustainability Reliability Convenience Protection Cost Effectiveness 14

15 3. MAJOR TECHNOLOGICAL DEVELOPMENTS & STRATEGIC INNOVATION 15

16 Key areas of technological developments & strategic innovation in steel for packaging: 1. Development of new steel grades 2. Polymer coated steels 16

17 Development of new steel grades Harder steels. 600 Yield Stress (MPa) Softer steels. 100 Standard steel offer Elongation (%) Source: R&D Center, Steel Industry 17

18 ...allow for easier opening The latest Easy Open Ends require 25%-40% less force to open 18

19 which some brand owners use as brand differentiator. 19

20 New steel grades also allow for continued lightweighting High-strength steel grades offer: Down gauging potential Energy saving and low carbon footprint Steel food can 850ml body weight (in gr) 20

21 and for easier manufacturing of more sophisticated shapes Easier forming Single step forming operation possible Smooth surface No wrinkles Square can High conicity 8 Rectangular can High drawing ratio Bowl Luder s line free 21

22 which respond to consumer trends «Microwave heating of food in metal packaging» 22

23 and allow for differentiation on shelves. 23

24 Polymer coated steels allow for: Corrosion protection Chemical resistance Increased flexibility Example: Source: R&D Center, Steel Industry 24

25 4. CO-OPERATION THROUGHOUT THE CHAIN 25

26 Informing and educating food can users at national level. 26

27 Co-operating downstream to optimise brightness level in production process. 27

28 Collaborating to respond to downstream questions. 28

29 Researching jointly on new opportunities. «Microwave heating of food in metal packaging» 29

30 MAGNETIC SORTING INFINITELY RECYCLABLE 5. STEEL PACKAGING & SUSTAINABIILTY 30

31 Economic Sustainability Social Environment 31

32 EXPLOIT SUSTAINABILITY CREDENTIALS. Capitalize: Magnetic 100% renewable High recycling rates Packaging steel is an enabler for sustainability! 32

33 RAW MATERIAL CONSUMPTION REDUCTION & ENERGY SAVINGS. 4,8 million tonnes iron ore 1,7 million tonnes coal 4,7 million tonnes CO 2 Up to 70% energy saving (savings from steel packaging recycling EU27, 2006) 33

34 Steel packaging reaches high recycling rates in Europe Source: Industry expert Association of European Producers of Steel for Packaging (APEAL)- European Aluminum Association (EAA), European Glass Packaging Federation (FEVE) - PlasticsEurope 34

35 which considerably reduces CO 2 emissions, Recycling Rate 35

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37 Caring for the environment Magnetic sorting, highest recycling Eternally recyclable Higher recycling, lower CO2 Saving resources & energy 37

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Precious future. Meeting the challenges of sustainability

Precious future. Meeting the challenges of sustainability Precious future Meeting the challenges of sustainability Precious future Sustainability promotes metal packaging Rigid metal packaging is an integral part of sustainable living. It is produced in a responsible