Packaging plays a key role in promoting a brand, as is the one which comes in direct contact with the customer before buying a product. But it is also equally important for the usability of the product during the various stages of life. One of the key elements of the package which has a particular impact on how it is used by buyers, affecting the levels of satisfaction and sales brands, are the caps and lids. More specifically, both consumers and brands reflect an increased preference for light and green caps that ensure the content of the products and make them easier to use.
Given the growing concerns of consumers about food safety, the fast and hectic everyday life and their awareness for environmental protection, they search and choose efficient solutions tailored to their lifestyle. In this context, the caps are source of many innovations from beverage industries, food and cosmetics and personal care products and can make a difference in a package, but also for a brand as:
– Ensure the integrity and freshness of the product, as necessary for consumers to carry products to places where they live and work in order to use them whenever you want.
– Provide convenience and comfort during use, allowing the controlled pouring of the content or the easy and repetitive opening and closing of the pack. These features are especially important for older consumers and in this context it is worth noting that already 16% of the population regarding the five largest countries in Europe is over 65 years old.
– Contribute to the diversification of the package and the profile of the shelf, while strengthening the identity of a product. For example the colored lids are of particular appeal to consumers, vibrant colors are more visually appealing and immediately stir their attention. Some caps may even bear the logo of a brand, facilitating its recognition by consumers.
– Make more efficient bottling line, reduce transport costs and improve the ecological footprint of the business. In particular, the brands put increasing emphasis on the integration of lightweight lids to packages through the use of innovative and recyclable materials, characteristics that can lead to comparative advantage.
Indicatively, a remarkable innovation are lightweight plastic closures composed of two parts-an outer and an inside; and switched on and off using the thumb -either or left right handed- while incorporating a safety protection film as well. These have in the interior a transparent film that can be removed with the first opening of the cap and ensure the integrity of the product, while at the same time it includes a daisy-like mechanism that enables the control of content flow and keeps the neck bottle clean. The caps are available in two colors and the outside may have a different color from the inside. Launched on the German market leading global olive oils and vinegars bottling company in order to facilitate the users in the consumption of those products.
Moreover, a particularly pioneering closure incorporates the ring in the upper and which constitutes a visible indication of breaches of the safety product if removed. It has impressive sealing capability and can be quickly applied to a wide range of types of bottles. Furthermore, it allows smooth product pouring without dripping. It was developed by a global manufacturer of plastic closures for the spirits sector, especially for the needs of the waiters in bars for quick and easy customer service.
Additionally, several innovative plastic lids are increasingly used for flexible packaging (pouch) in the sectors of food and beauty products and personal care. Such example is the stopper 32 mm., It is made either of high density polyethylene or polypropylene, which are biodegradable and easily visible, and do not slip on the consumer’s hand. It includes a protection film and in case of accidents such as ingestion by children, these caps allow the passage of air when breathing, thus not endangering their lives. This innovation is promoted by a American manufacturer of flexible packaging for products such as organic fruit and vegetables for baby food as well as for medical products.
Similarly, pioneering are fliptop caps, made of high density polyethylene which allow refilling of flexible packaging and controlling the flow of the product, which are removed from the mouth of the package during use. It is economical and can be easily transported and stored, occupying little space, and are available in various sizes and shapes of orifices. They were developed by an American packaging manufacturer for those brands that want to switch to flexible packaging for their products and to provide an improved consumer experience to their customers and are promoted mainly in the food (spices, flowing powders, sugar, beverages) and cleaning products (Fluid laundry detergents or powder;, Liquid Soap sunscreen etc.).
Therefore,both buyers and the brands are increasingly turning to lightweight, functional, convenient and sustainable packaging that enhance the consumer experience and adapt to the busy lifestyle of users. In this context, caps / lids of packaging may be a comparative advantage, covering the above requirements and needs and ultimately contributing to the diversification of the products thus enhancing the identity of the brand.
References : Joe Whitworth (2015), Ron Romanik (2015), Jim Banks (2014), www.packagingeurope.com, www.packworld.com, www.foodproductiondaily.com, www.packagingnews.co.uk, www.dkconsultants.gr.