Candy dynamism not matched by packaging, says Smithers Pira

By Oliver Nieburg

- Last updated on GMT

Start swimming or risk drowning in ocean of similar pack formats, warns Smithers Pira
Start swimming or risk drowning in ocean of similar pack formats, warns Smithers Pira

Related tags Private label Eastern europe Europe

Confectionery brands must ensure the packaging for new products is as innovative as the flavors, particularly to stave off competition from private label imitators, says packaging specialists Smithers Pira.

According to the company’s latest research​, the confectionery industry in Western Europe used 1,409,000 metric tons (MT) of packaging in 2014. Confectionery packaging volumes are expected to grow a further 3.5% by 2018.

“Whilst there has been considerable dynamism in the products over the last few years, this has not been reflected in the packaging - which is still largely comprised of flexible wrappers, bags or carton boxes,”​ said Dominic Cakebread, packaging consultant at Smithers Pira.

With the growing number of ‘copy-cat’ private label brands accentuating this homogeneity, there is a an increasing need for more innovative packaging linked to the new products, to differentiate the brand, add value and unique identity.

smithers pira pack data

‘Invisible ocean of similar looking packaging’

According to Smithers Pira, the confectionery industry is under threat from an underlying strong private label sector.

“Going forward, in order to avoid their brands appearing invisible in an ocean of similar looking packaging formats, brand managers are best advised to think well beyond existing packaging solutions (especially for new products) in this highly competitive and increasingly fragmented market.”

The consultancy firm expects good growth prospects for sugar and chocolate confectionery in Eastern Europe, while any growth in Western Europe is likely to come solely from chocolate.

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