Rethink the market target

Packaging innovation is often initiated from a simple and precise point of view. End users (brand owners) would like to target a drastic packaging change with no other modifications. Packaging providers target particular applications and try to optimize the technology regarding this target. Unfortunately, these innovation approaches do not systematically lead to viable technical solutions from the point of view of all the constraints of market access. It is, therefore, necessary to question the market targets (for packaging providers) or (from the point of view of the brand owner) consider an innovation process with wider consequences than just changing the packaging.

It is sometimes much easier to design a packaging if its specifications are "negotiable", i.e. if the processes, technological routes, the packaged product, consumer targets (...) can be modified together with the optimization of the packaging itself. Rethinking product packaging innovation more generally makes it easier to find viable solutions with lower environmental impact.