A guide to evolving packaging design

A summary of the packaging life cycle

Packaging life cycle checkpoints Packaging has a complex life cycle, from specification and manufacture stages to disposal. Understanding the demands made on packaging and the product as it moves through its life cycle, and the opportunities to innovate within these stages, is key to introducing change and designing more efficient packaging. The role of packaging changes through its life cycle from manufacture to disposal and its function ranges from tertiary (transport) to secondary (grouping) to primary (sales). Changing materials or reducing weight

without taking function into account could lead to loss or damage: a waste of the energy and resources that have gone into the manufacture, transport and retailing of the goods and the packaging. The packaging life cycle This packaging life cycle chart illustrates the major stages that packaging and the product go through in the retail supply chain. It is a great opportunity to assess the key intervention points for evolving packaging specification.

A summary of the packaging life cycle 1

Start
1. Product & packaging specification

2. Extraction of raw materials

3. Manufacturer of packaging

4. Filling or packing

A
Reuse or return
liv er y

Ho m

5. Distribution
6

De

A A
6. Retail

Recycle 8. Disposal or reuse Compost

A A

7. Use

Handling and storage Potential options

Landfill

A summary of the packaging life cycle

1. Product and packaging specification

The point at which the product, which the packaging will contain, is specified is also when the packaging format should be considered. Reduction, reuse and recyclability are key aspects to be brought in as early on as possible to facilitate this part of the process. See the reduce, reuse, recycle, eliminate checklists later in this chapter.

5. Distribution
The efficiency of packaging for distribution can be improved by increasing the number of individual items per pallet or changing the shape to make packaging easier to store. Further opportunities exist to evolve packaging and reduce product damage through returnable/closed-loop packaging and direct-to-consumer delivery systems. The product delivery systems diagram below illustrates the range of options for getting products to the consumer outside of the traditional local retail outlet interface. This is particularly useful for large format products such as home furnishings where considerable protective packaging and labelling is required and damages can also be an issue. Once a product has been manufactured, it may be possible to ship directly from the supplier to the consumer; alternatively, into a central or regional distribution point in bulk, before being individually delivered to a household. Due to the direct interaction right up to the point of delivery into the home, it is possible for the supplier to retrieve packaging and reuse it.

2. Raw materials
Reducing packaging can reduce the exploitation of non-renewable raw materials. Reusing and recycling make the use of extracted materials more efficient.

3. Manufacture of packaging
The process of turning raw materials into packaging uses energy and can create waste products and pollution. Using new technologies, improving equipment and efficiency can all help reduce the impact of manufacture.

4. Filling
Packaging is filled with goods manually or using automated packing lines. Introducing energy efficiency, waste minimisation techniques and improvements in technology at this stage can reduce energy use and reduce costs.
Example of a product delivery system

Customer to supplier Direct to customer Direct to Store Supplier to NDC Supplier to LDC

Supplier

National Distribution Centre

NDC to Outbase

Local Distribution Centre

Returnable/Reuseable Systems Packaging

LDC to Outbase

Store
Store to Customer

LDC to Customer (Home Delivery)

NDC to Customer - via home delivery network

Customers Home

A summary of the packaging life cycle

6. Retail
Protecting and displaying the goods on the shelf is a primary function of packaging. Any changes to the size, shape or weight of packaging needs to take display into account. Many of the major grocery retailers are requiring Shelf-Ready-Packaging (SRP) designed to enable store staff to handle packs more easily and get products on the shelf more quickly to prevent them going out of stock. It can also be used to reduce primary packaging, for instance removing the boxes from tomato puree paste and placing the tubes upright in a tray. Reusable SRP can provide the opportunity to reduce costs and resources while minimising product damage. But check SRP isnt adding to back of store waste.

7. Use
From the store to the consumer and in the home environment packaging must protect, transport and be easy to use. Reductions in weight can incorporate innovations that improve handling. Packaging could also have a secondary use in the home. Deposit and return systems, such as those used in mainland Europe, could be introduced. Food packaging can be designed to retain food quality and freshness. Resealable features help maintain food quality for longer. Controlled modified atmospheres and the use of interactive packaging films can retain product freshness and extend shelf life.

Tip Extending shelf life by just one day can have a profound effect to the supply chain, in-store and consumer waste levels. Peter Etteridge, Amcor Flexibles

8. Disposal or reuse
Considering reuse and recycling of product and packaging can reduce waste or divert it from landfill completely. Consider carefully the most efficient disposal options for each piece of packaging. Many materials that end up being disposed of to landfill could be reused, recycled or composted.

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