Flexibly Speaking

Standup pouches get the glamour and a lot of shelf space, but stick packs, those long, skinny containers of everything from yogurt to nutraceutical potions to table-top packets of sweeteners are becoming hot properties in flexible packaging. “Stick packs seem to be outgrowing other flexible containers, closely followed by standup pouches,” says Cindy Collins, Rapid Roll product manager at Avery Dennison Label and Packaging Materials.

Although first introduced in Japan in 1998, stick packs are seizing share around the world and are leading examples of the innovation that’s taking place in flexible packaging. “Innovation is driving every part of the flexible market,” says Ram Singhal, vice president of technology and environmental strategy at the Flexible Packaging Association (FPA). “Consumers want convenience, and innovation in flexible packaging is delivering that.”

According to Langen Group, a leading supplier of secondary packaging and product handling equipment, stick packs are replacing the previously common pillow pouches on a global scale because they use 10 to 40 percent less film per impression than rectangular pouches, translating into significant per-unit savings. Additionally, the equipment for stick packs tends to have higher capacity than other pouch making equipment, allowing for greater throughput.

Suitable for dry or liquid products including hot fill, aseptic, and high pressure pasteurization, the slim containers cater to hand-held single-use convenience, portion control, and target active lifestyles—for toddlers through adults. The flexible sticks go well beyond food, nutraceutical and personal care products and reach into automotive and industrial products such as car wash soaps, lubricants, cleaning wipes, concentrated cleaners, and a range of liquids. The slick design offers practical advantages over pillow pouches, most notably ease of opening and controlled dispensing without spillage.

Collins says this broad content potential is a good fit for flexible packaging and that surface printing at narrow web converters eliminates some of the FDA compliance concerns that accompany food applications, although it can raise some production issues with respect to specialized barriers and sealants. For example, film structures are moving to thinner laminations with stronger barriers and improved seal properties, which may require investments in servo-driven presses with special tensioning capabilities. At the same time, packaging machinery is being built to run faster so substrates and liner materials must be designed to match these requirements. So while packaging options like stick packs may seem like compelling opportunities, the balance still must be struck between the equipment investment required and the business potential.

Owners of some narrow web flexo shops are continuing to eye the flexible packaging market as an opportunity, looking at what it would take to make the jump from labels to flexible packaging. It’s hardly a simple move, but the door is certainly open for savvy label shops. In fact, Denny McGee, president of MPS America, notes that retro-fitting presses used for labeling can be an effective and efficient way to get started in flexible packaging. According to MPS America, capabilities such as print sleeves, easily accessible ink drawers, the ability to corona treat, servo-controlled tensions, inline UV or aqueous lamination, and enhanced drying/curing systems are instrumental to the success some label printers are seeing when attracting new business in flexible packaging.

Helping fuel this, brand owners and designers recognize the efficiencies and waste reduction advantages of flexible packaging compared to rigid containers and folding cartons. In fact, flexible packaging is often the first choice of packaging designers when creating a new container. Overall, reports NPES, flexible packaging is expected to grow some 4 to 5 percent annually over the next three years, with standup pouch volume alone expected to reach 90 billion units by 2016.

Critics of flexible packaging point to laminated and extruded containers as being less sustainable than other, more traditional options, such as folding cartons or rigid containers. But this is a one-sided viewpoint, says Singhal. “There are some recyclability issues at the moment, but those will likely change moving forward. It’s very important to see the bigger picture of how flexible packaging fits into the entire packaging value chain.”

For example, flexible packaging often requires fewer overall resources, resulting in waste reduction and environmental benefits that can include a smaller carbon footprint. Many consumers like this, knowing that using flexible containers means they are putting less waste in landfills, especially in municipalities that don’t have broad recycling mandates. Then there’s simplicity and convenience. “Using one wrap for the package versus several pieces [which also require disposal] is another consumer favorite,” says Avery Dennison’s Collins.

None of this is lost on brand owners, who look at all the costs associated with packaging, noting, for instance, how transportation costs are lowered as packaging weight is reduced. Other factors, such as superior aesthetics compared to rigid packaging and folding cartons, improved shelf life, ease of re-closing the package and of dispensing components, better barrier properties, and the perception that flexible packaging is more advanced or modern. All converge to make flexible the go-to choice for many packaging applications. And that makes for a positive and bright future for flexible packaging. pP

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