The value of sustainability in luxury paper packaging
A market that keeps growing
Sustainability is driving packaging development, even in the luxury market.
This market keeps growing: according to the latest Global Luxury Packaging Market report, the market size reached a notable 16.8 billion dollars in 2023 and is projected to reach 24.2 billion dollars before 2032.
This is a stunning result, propelled by the rising sales of high-end luxury products and growing demand for premium brand differentiation. And this includes packaging, of course.
Trends and influences
A recent research by Ipsos found that 72% of buyers are influenced by a product’s packaging design, all the more so if it’s a luxury product or brand.
That’s why many brands invest a lot in developing and producing the packaging for new products such as perfumes, smartphones, and jewellery: their packaging is designed to give maximum ‘pleasure’ at the touch and at the time of opening and have the greatest chance of being shared on social media channels.
Like everything else in the packaging world, even luxury packaging goes through trends and influences. At the moment, those trends include customisation, interactivity, minimalism and sustainability.
Talking about customisation, the advances in digital printing are enabling brands to customise packaging, thus delivering tailor-made packaging for each customer.
The customisation may involve messages or design, providing a sense of exclusivity, and strengthening the link between the brand and its consumer.
A study by IMRG (the UK e-commerce association) found that it works, indeed: 74% of consumers are likely to make repeat purchases from brands that are more personable.
The importance of sustainability, again
The largest influence in luxury packaging is sustainability.
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Every company, brand and product are under increasing scrutiny to strengthen their environmental credentials and also to prove them, as well: there is a bright spotlight on packaging and how sustainable its materials are.
A recent research by Ipsos found that 85% of consumers are more likely to choose brands that align with their concerns about climate change and the environment.
So it makes good sense from both a business and an environmental perspective to focus efforts on finding more sustainable solutions for luxury packaging.
Those solutions include recycled materials, biodegradable coatings and water-based inks, with the entire package fully recyclable in standard waste streams.
As the market for luxury products expands, so will the need for high-quality packaging that satisfies the environmental values of increasingly exo-aware consumers.
For its part, Burgo Group continues researching, striving to produce its ranges of papers and cardboards with ever more environmentally effective processes to make its papers more and more environmentally sustainable.
Sources
Sam Upton’s (from Two Sides UK) article about sustainability in luxury packaging:
The Global Luxury Packaging Market report can be downloaded here:
The full research by Ipsos about the influence of the design of a product’s packaging is available here: