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Packaging has 'crucial commercial role'

Packaging plays a vital part in making products competitive, increasing innovation and sustainablility, according to a new study.

A British Brands Group report, Unwrapped,the hidden power of packaging, outlines the crucial commercial role of packaging in creating consumer confidence in products as well as helping them to recognise them more quickly and accurately. This is vital to the health of the FCCG econcomy which should not be separated form the enivornmental impact, the report says.

It concludes that reducing packaging reduces competitiveness and plain packaging will focus consumers on price rather than quality.

The report, produced in partnership with Norwich Business School, Mountainview Learning and Speechly Bircham, also outlines how consumers’ response to packaging is, and should be, understood in relation to legal cases of “copy cat” packaging.

Packaging Federation chief executive Dick Searle said: “Packaging may appear simple but this study exposes just how complex it is, performing on so many dimensions. Its competitive and economic function is significant and it is time this is better understood. This study helps that, bringing together in one place a comprehensive picture of packaging’s commercial role.”

Jane Bickerstaffe, director of INCPEN, said that the study demonstrated the importance of avoiding a “myopic view” of packaging .

“It plays a fundamental role in a free market economy and its commercial functions must be assessed in conjunction with its environmental impact,” she said. “It is encouraging that the study recognises the strides being taken to ensure packaging plays an ever more positive role in enabling the goods supply chain to be more sustainable.”

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