The Future of Active and Intelligent Packaging in Food and Drinks: Enabling technologies, optimized consumption and multi-sensory features

Date: April 22, 2010
Pages: 139
Price:
US$ 2,875.00
Publisher: Business Insights
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: F4100732129EN
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The Future of Active and Intelligent Packaging in Food and Drinks: Enabling technologies, optimized consumption and multi-sensory features
Awareness and interest in active and intelligent packaging is growing. Government funded projects which aim to introduce, evaluate, or initiate developments in active and intelligent packaging have been implemented. However, in the survey of food and drinks industry executives carried out for this report, 57.3% of respondents were “not at all aware” or “slightly aware” of active and intelligent packaging. These results indicate that awareness and understanding of active and intelligent packaging innovations and their resulting benefits will need to increase in order to facilitate more extensive uptake of these technologies.

The focus of active and intelligent packaging has moved from specific retailer and manufacturer driven benefits like shelf-life extension and spoilage protection, to include more consumer focused benefits such as freshness, quality and information. A range of diverse technologies and sectors are now relevant for active and intelligent packaging in food and drinks.

This report focuses on active and intelligent packaging developments within the food and drinks market, and also provides relevant examples from other sectors (personal care and OTC healthcare). The report highlights the innovative trends, translating technical capabilities and features into likely commercial opportunities. New products and technologies are evaluated, and the potential benefits to consumers, manufacturers, distributors and retailers are highlighted. This report provides a unique perspective on new food and drinks product launches with respect to packaging innovations that can be described as active or intelligent.

Key findings...

In the survey carried out for this report, 85.3% of executives stated that active and intelligent packaging will have ‘some’ or ‘a large’ impact on innovation within the food and drinks sector over the next five years.

According to the industry survey, freshness and quality indicators, temperature and time indicators, flavor and aroma releasing technologies, natural antimicrobials, self-heating and cooling technologies, were identified as the most important innovations for consumers over the next five years.

Food safety and traceability, food wastage and environmental concerns are influencing the uptake of active and intelligent packaging technologies in the food and drinks sector.

9% of all new food and drinks products launched over the period 2006 to 2009 were tagged with ‘fresh’, ‘freshness’, or related terms. 3.2% of new products launched were tagged with the term ‘quality’.

Use this report to...
  • Understand the scope of active and intelligent packaging and the range of applications within the food and drinks sector.
  • Evaluate the market potential for active and intelligent packaging in the food and drinks sector in terms of benefits offered and relevance by category.
  • Assess how key food and drinks manufacturers are using active and intelligent technologies to improve efficiencies, differentiate products and develop new products.
  • Gain insights into active and intelligent packaging NPD trends and how these products have been promoted.
  • Identify the future applications of active and intelligent packaging for consumers, retailers, distributors and manufacturers.
  • Understand the key opportunities for and challenges against active and intelligent packaging within the food and drinks sector.
Key issues...

The focus of active and intelligent packaging has moved from specific retailer and manufacturer driven benefits like shelf-life extension and spoilage protection, to include more consumer focused benefits such as freshness, quality and information.

Food manufacturers work within global supply chains and need to find methods for ensuring the safety and traceability of foods produced and distributed within these chains. Intelligent packaging has a role to play in traceability and safety systems, as packaging and/or labelling is the most logical place to hold traceability information.

Reducing food waste has become an important issue in many parts of the world. Active and intelligent packaging technologies can extend product shelf-life and help reduce wastage by clarifying the suitability of a product for consumption.

Reduction of packaging waste has become a major issue for consumers and society and is the subject of much lobbying and government initiatives. Given this context, developments within active and intelligent packaging need to fit into packaging waste management expectations.

The development of smaller, cheaper and more flexible electronic components will increase the potential for sophisticated ‘smart’ tags and sensors to be used on individual packs, and has the potential to accelerate the uptake of sound and light elements in packaging.

Your questions answered...
  • What is the level of awareness of active and intelligent packaging developments within the food and drinks sector?
  • What are the future perspectives for active and intelligent packaging in food and drinks?
  • What type of functions can active and intelligent technology perform in food and drinks packaging? What are the new developments within this area?
  • Which enabling technologies are behind active and intelligent packaging innovations, and what are the current trends within these technologies?
  • Which companies and organisations are working in each area?
  • How do food and drinks industry executives rank the likely impact of these technologies for consumers?
  • What are the key drivers influencing the development and uptake of active and intelligent packaging within the food and drinks sector?
  • What is the market potential for active and intelligent packaging within the food and drinks sector?
  • What are the major opportunities for active and intelligent packaging within the food and drinks sector?
  • What are the main challenges?
The Future of Active and Intelligent Packaging
Executive summary
Active and intelligent packaging in food and drinks
Functionalities, applications, and technologies
Active and intelligent packaging market analysis
Innovation and NPD
The future of active and intelligent packaging in food and drinks

CHAPTER 1 ACTIVE AND INTELLIGENT PACKAGING IN FOOD AND DRINKS

Summary
Introduction
Defining active and intelligent packaging
The benefits for food and drinks – older and newer concepts
Scope and structure of this report
Methodology

CHAPTER 2 FUNCTIONALITIES, APPLICATIONS, AND TECHNOLOGIES

Summary
Introduction
Functionalities
Sensing
Scavenging
Incorporating functionality within or on to the packaging
Releasing
Masking
Modifying/enhancing
Communicating
Interacting
Innovations in enabling technologies
Indicators
Time-temperature indicators
Freshness, quality and related indicators
Flavor and aroma releasing technologies
Self-heating and cooling technologies
Self-heating
Self-cooling
Modified atmosphere packaging and related technologies
Bioactive polymers
Immobilized enzymes
Natural antimicrobials
Data storage, traceability and communication
2D data codes
RFID
Other core technologies
Nanotechnology
Printed electronics and e-packaging

CHAPTER 3 ACTIVE AND INTELLIGENT PACKAGING MARKET ANALYSIS

Summary
Introduction
Drivers of active and intelligent packaging uptake
Food safety and traceability
Food wastage
Environmental impact
Development of cheaper and smaller electronic components
Consumer demand for product information
Internet access and cell phone usage
Creating the optimal consumption experience
Trends towards “naturalness”
Market potential
Food and and drinks market value
Opportunities for active and intelligent packaging by benefit and category
Opportunities by benefit
Opportunities by food and drink category
Key player innovations
Food and drinks manufacturers
The Coca-Cola Company
Unilever
Kraft Foods
Nestl?
Packaging manufacturers
Tetra Pak
Amcor
Cryovac Sealed Air Ltd.
Summary of key player innovations

CHAPTER 4 INNOVATION AND NPD

Summary
Introduction
Freshness, shelf-life and monitoring
Controlling ripening/extending shelf-life – active packaging
Atmospheric control
Oxygen scavenging
Pack design
Monitoring the product – intelligent packaging
Freshness
Temperature
Amount of product left
Convenience
Self-cooling
Self-heating
Optimizing consumption
Consuming at the correct temperature
Keeping cool
Keeping warm
Enhancing attributes of microwaved products
Grilling, crisping and browning
Steaming
Releasing and mixing just before consumption
Authentic or accurate product delivery
Allowing improved communication, interactivity and/or multi-sensory features
Interactivity
For fun
Multi-use design
Customization
Multi-sensory
Aroma
Audio and video
Light
Insights from recent product launches

CHAPTER 5 THE FUTURE OF ACTIVE AND INTELLIGENT PACKAGING IN FOOD AND DRINKS

Summary
Introduction
A view of the future
Consumers
Distributors and retailers
Food and drinks manufacturers
Opportunities and challenges
Opportunities
Delivering core consumer benefits
Increasing efficiencies within the value chain
Challenges
Validation
Cost
Consumer mistrust
Safety and regulation
Environmental concerns
Conclusions
Index
References

LIST OF FIGURES

Figure 1.1: Examples of historical vs. future perspectives for active and intelligent packaging in food and drinks
Figure 1.2: Industry executives’ awareness of active and intelligent packaging innovations within the food and drinks sector
Figure 1.3: Industry executives’ perception of the impact of active and intelligent packaging on innovations within the food and drinks sector over the next five years
Figure 2.4: Functionalities of active and intelligent packaging in food and drinks
Figure 2.5: Example applications, functionalities, benefits, and enabling technologies
Figure 2.6: Isotop Exprime Isotonic Energy Drink
Figure 2.7: Chiquita Fresh & Ready Bananas
Figure 2.8: WarHeads Double Drops Super Sour Liquid Candy
Figure 2.9: Industry executives’ ranking of the importance of active and intelligent packaging innovations for consumers over the next five years
Figure 2.10: Industry executives’ rating of the importance of electronic and communications technology packaging innovations for consumers over the next five years
Figure 3.11: Drivers influencing the uptake of active and intelligent packaging in food and drinks
Figure 3.12: Total global active and intelligent packaging market size for the food and drinks industry ($m), 2009-2015
Figure 3.13: Industry executives’ rating on the ethical, health and convenient packaging benefits for which consumers will be willing to pay a premium
Figure 3.14: Industry executives’ rating on the active and intelligent packaging features for which consumers will be willing to pay a premium
Figure 3.15: Food and drink product launches tagged with “freshness” by category (%), 2006 - 2009
Figure 4.16: Del Monte Sealed for Freshness Bananas
Figure 4.17: Roth K?se Cheese Crumbles
Figure 4.18: Yellow Jersey brand French Wine in a PET oxygen-barrier bottle
Figure 4.19: Buitoni Fresh Rolled Dough
Figure 4.20: DaysAgo Digital Day Counter and the Food Freshness Indicators
Figure 4.21: Bawls High Caffeine Guarana Soda in temperature indicator cans
Figure 4.22: Beer and wine products with temperature indicator labels
Figure 4.23: Jolt - CX2 Beverage with 'Power Meter'
Figure 4.24: Self-cooling beer kegs
Figure 4.25: Perkett’s self-heating RTD coffee
Figure 4.26: Self-heating meals
Figure 4.27: Spirit packaging designed to keep the product cool
Figure 4.28: XX Lager in an aluminum bottle
Figure 4.29: Coors Light Cold Wrap beer
Figure 4.30: Microwave products with packaging technology that crisps, browns, or grills
Figure 4.31: Refrigerated microwave meals with “steam” packaging
Figure 4.32: Frozen microwave products with ‘steam’ packaging
Figure 4.33: Boost Kid Essentials Nutritionally Complete Drink with probiotic straw
Figure 4.34: phd Probiotic Health Daily Probiotic Enhanced Flavored Water Beverage
Figure 4.35: Atlantic Multipower Germany Crea Max Creatine Drink with Auto-Mix System
Figure 4.36: OTC Healthcare cap with active ingredient products
Figure 4.37: Smashbox Halo Hydrating Perfecting Shadow Duo
Figure 4.38: SK-II Air Touch Foundation
Figure 4.39: Krugmann Meinerzhagen Creamy Liqueur with Strawberry Syrup
Figure 4.40: Fun and interactive confectionery packaging for children
Figure 4.41: New pack types that are designed to be used for something else
Figure 4.42: New personal care products with packaging that customizes the product for the consumer
Figure 4.43: i-wine with scratch and sniff panels on the labels
Figure 4.44: The Galerie Sound Egg with Candy Inside
Figure 4.45: WM Fieber Saurer Likoer with football commentary
Figure 4.46: Ty Ku Sake Liqueur in an illuminating bottle
Figure 4.47: NXT Shaving Gel and After-Shave
Figure 4.48: Personal care products with packaging with lights to encourage correct usage
Figure 5.49: Potential benefits of active and intelligent packaging
Figure 5.50: Executives opinion on importance of packaging innovations to consumers over the next five years (% responses)

LIST OF TABLES

Table 3.1: Mobile penetration per 100 people (absolute), 2003-2010
Table 3.2: Internet users as a % of total population (absolute), 2003-2010
Table 3.3: The natural (excluding organic) food and drinks market in Europe and US, by key product categories, ($bn), 2000-2010
Table 3.4: Industry executives’ opinion of the companies/brands which are driving innovation within active intelligent packaging of food and drinks

COMPANIES MENTIONED

Alkermes , Bioject , Debiopharm , Elan Drug Technologies , Enzon , Ferring International , Nektar , QLT
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