Pro Carton Magazin engl. 2016 · has focused on the online business. In 2014, the company recorded...

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Marketing Trends: The future belongs to cartonboardBrands & Markets: The online extremistDesign/Awards: Here are the winnersEvents: “No more plastic!”Studies: Billions of advertising contactsSustainability: New Pro Carton carbon footprint

Pro Carton Magazin engl. 2016.qxp 29.02.16 13:09 Seite 1

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Pro Carton Magazine 20162

Packaging is facing a new era. Newtrade channels and new marketing con-cepts are creating new challenges. Thisis where cartonboard offers advantageswith its excellent options: be it design,functionality, logistics or sustainability.

Pro Carton supports progress whereverpossible. Our competitions, the “ProCarton ECMA Award” for successfulpackaging on the market, or the "ProCarton Young Designers Award“, give aregular review of the best and most crea-tive developments from across Europe.

We regularly commission studies whichanalyse current developments and high-light future perspectives. For example,the current study, “Touchpoint 2015: thecontribution of packaging to the successof marketing”, impressively demonstra-tes how many billions of advertising con-tacts are generated by packaging – anamazing marketing potential! For thecoming year, we plan a study on howthe topic of sustainability is currently as-sessed by brand owners and the retailtrade.

Our Internet portal, www.procarton.com,provides you with our latest findings freeof charge. Every month our E-News on thebest ideas and most important trends inEurope reaches more than 12,000 veri-fied interested persons across the entirePackaging Supply Chain – design, pro-duction, purchasing and marketing.

The current issue of our Pro Carton Ma-gazine offers a variety of important newson these topics – for reference and ar-chiving. We hope you have already re-ceived your copy of the E-News the dayit was issued, if not, simply subscribe onour website www.procarton.com.

With best regards,Your

Roland Rex, President Pro Carton

� More at www.procarton.com/awards

Design/AwardsPro Carton ECMA Award:Here are the Winners!

More than one hundred entries, includingmany fantastic innovations, delightedthe jury of the Pro Carton ECMA Award2015. The focus was on the unique sus -tainability of cartonboard: numerous in-novative concepts were devoted tocarton board as a replacement for othermaterials in order to find more sustain -able packaging solutions for the future.

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Brands & Markets

High above the clouds

Cartons have long been part of in-flightcatering and are proving more andmore popular. The idea of what idea ofwhat appetising service means, is amplydemonstrated by the two finalists in the

Pharmaceuticals in motion

There is a huge demand for health care,and it’s growing rapidly. Nonetheless,the pharmaceutical industry is facingmajor challenges. David Swift, formerglobal head of packaging sourcing atNovartis, spoke to Pro Carton aboutcurrent and future developments.

The online extremist

Unlike to other food retail majors, Ocadohas focused on the online business. In2014, the company recorded a profit forthe first time and is now also offeringits hardware and software to internatio-nal partners. Pro Carton has followedthe developments in e-commerce fromthe beginning and taken a closer lookat the strategy of the world’s most in-novative retailer in the food business.

� More at www.procarton.com/news

category Volume Markets at Pro CartonECMA Award 2015, „It's Just ... My Boxof Great British Fish & Chips“ and„Menu Box for Airlines“. But the oppor-tunities offered by cartons have by nomeans been exhausted. Cartons havemore to offer.

It's Just... My Box of Great British Fish & Chips –Finalist Volume Markets, Pro Carton ECMA Award2015

Menu Box for Airlines – Finalist Volume Markets,Pro Carton ECMA Award 2015

Artelac Splash Dispenser (Display) – Winner Pharmaceuticals, Pro Carton ECMA Award 2014


4 Pro Carton Magazine 2016

Events“No more plastic!”

On the question, “Sustainability yes, buthow?!”, Martina Hörmer, Managing

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The future belongs to cartonboard

“It is generally acknowledged that car-tonboard is the most sustainable type ofpackaging. We have intensified our efforts to expound on this advantage.”Roland Rex, Pro Carton President, sum-marises the situation and takes a lookat the future.

Marketing Trends


Lothar Böhm

Roland Rex

Director Private Label, REWE Internatio-nal, gave a clear answer. At the recentjoint Marketing Event of Pro Carton and Propak Austria in Vienna, she made itabundantly clear that the opportunitiesoffered by cartons are by no means ex-hausted. The REWE organic-brand, “Ja!

Natürlich“ (Yes, naturally) focuses on“Green Packaging” with excellent results.Since 2011, the packaging of “Ja! Natür-lich“ products has been converted stepby step to environment-friendly alterna-tives.� More at www.procarton.com/news

“In reality, our real custo-mers are the consumers.”

Lothar Böhm is one of the world’s lea-ding brand consultants. Pro Carton visi-ted him in his agency in Hamburg andspoke to him about the future of brandsand packaging as well as the role car-tonboard can play.

10 Top Trends of 2016: theinternet world of packaging

The world is one big shopping centre.POS is everywhere. We are in the middleof a revolution. The Internet is simplychanging everything: design, marketingand trade structures. This also has far-reaching consequences for packaging,which is playing an even greater role asit moves towards becoming the centralelement of the buying experience. ProCarton has looked at the 10 most im-portant international trends.


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the European marketing association ProCarton and the German Association ofthe Carton Industry have both made theheadlines. The Touchpoint study de-monstrates the high contact frequencyof packaging and proves its value formarketing in figures. In Germany alone,664 million sold packs of confectionery

SustainabilitySustainability in fivelanguages

Have you visited the Sustainability sectionof the Pro Carton website yet? If not,perhaps because it has so far only beenavailable in English. We are pleased toannounce that the Sustainability sectionis now available in five languages: Eng-lish, French, German, Italian and Spanish.

� More at www.procarton.com/sustainability/sustainability/

New Pro Carton CarbonFootprint: 885 kg CO2 eq /tonne

Pro Carton regularly measures the ave-rage fossil carbon footprint of the Euro-pean cartonboard and carton industries.Based on Life Cycle data from 2014, ProCarton has calculated that the industry’sCarbon Footprint figure is 885 kg CO2eq / tonne of cartons. This replaces theCarbon Footprint figure last calculated in2011 which was 915 kg CO2 eq / tonne.Alongside this, a study of biogenic car-bon in cartons shows that a significantamount of carbon is absorbed and “locked up” in the carton’s raw material– wood fibre.


StudiesThe retail trade wantscartons

Multi-channel is changing retail structu-res – and this also affects packaging. Asa consequence, Pro Carton commissio-ned the EHI Retail Institute to conductthe following study: “Multi-channel: re-quirements, trends and potentials forproduct packaging in E-Commerce“. 80per cent of the retail trade regard cartonsas the packaging of choice. A synopsis inform of a brochure is available as of nowfrom Pro Carton and is free of charge.

Packaging provides billions of effective advertising contacts

Cartons are one of the most effectiveadvertising media of all times. Withtheir first-of-a-kind study worldwide,

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Touchpoint Study 2015The Contribution of Packaging to Marketing SuccessSummary of the Touchpoint Studycommissioned by Pro Carton and FFIPr

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created 22.3 billion touchpoints. Thestudy is now available in five Europeanlanguages.

� Brochures with the results of all stu-dies can be ordered free of charge atwww.procarton.com – printed in Eng-lish and German, and as PDF in French,Italian and Spanish.


To facilitate the move to a more circulareconomy in Europe, the European Com-mission has proposed a Circular Eco-nomy Package, which includes revisedlegislative proposals on waste, as wellas a comprehensive Action Plan.

The Waste Proposals include some mea-sures which directly affect packagingand are set out in the draft legislationto revise the Packaging and PackagingWaste Directive and the Waste Frame-work Directive.

The Action Plan on the Circular Economycomplements this proposal by settingout measures to “close the loop” of thecircular economy, and covers a numberof actions that will target market bar-

6 Pro Carton Magazine 2016

Cartons are a perfect examplof the Circular EconomyMoving to a circular economy

Since the industrial revolution, waste hasconstantly grown. This is because oureconomies have used a “take-make-consume – dispose” pattern of growth– a linear model which assumes that re-sources are abundant, available andcheap to dispose of.

We recognise today, that resources need -ed to be husbanded and this has led tothe concept of a Circular Economy wherethe value of products and materials ismaintained for as long as possible;waste and resource use are minimised,and resources are kept within the eco-nomy when a product has reached theend of its life, to be used again andagain to create further value. Whatused to be regarded as ‘waste’ can beturned into a resource and all resourcesneed to be managed more efficientlythroughout their life cycle.

Thus a Circular Economy optimises theuse of natural resources by using themin a smarter, more sustainable way: forexample by encouraging recycling, eco-design and waste prevention, amongother measures. This concept accordsadmirably with the current actions ofthe cartonboard packaging industry, ascartons are easily recyclable and madefrom a naturally renewable resource.

riers in specific sectors, including foodwaste.

The cartonboard packaging industry isengaging with these proposals withgreat interest as they provide an idealopportunity to demonstrate the sustain -able credentials of cartons; to emphasisethe importance of cartonboard packa-ging’s natural renewable resource and toshow how packaging including cartonscan help to prevent food waste.

Cartons are recyclable and recycled

Paper can be recycled up to six or seventimes in theory, with an average rate of5 times. Over 50% of the raw materialfor Europe’s paper making industry isfrom paper for recycling (the rest is fromwood fibres) and almost 58 million tonnesof paper are recycled within Europe. In2014, 81.1% of paper packaging wasrecycled. (source: European RecoveredPaper Council).

Good recyclability depends on goodeco-design of paper and board productsand auxiliary materials. For example: Inkmanufacturers are increasingly using re-newable and recyclable resources suchas soy, vegetable oil and starch. They arealso helping printers to recover and re-cycle inks and solvents. Eco-design aimsto reinforce the recyclability of carton-board packaging, and leads to environ-mental benefits including optimising theuse of resources and reducing wasteand unrecyclable components.

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Cartonboard cannot be recycled indefi-nitely as fibres eventually get too shortand worn out to be useful. The cyclemust therefore be constantly replenis-hed with new virgin wood fibres.

New virgin fibres in Europe for carton-board packaging come from wood fromsustainably managed forests. Not onlyare these forests a renewable resource,but new growth exceeds the wood har-vested by an area equivalent to 1.5 millionfootball pitches per annum. (source: Con-federation of European Paper Indus tries)To achieve this, European forest ownersand operators follow a combination ofnational, European and international re-gulations. In addition, they can proveforests are sustainably managed throughForest Certification Schemes, such asFSC® and PEFC™.

Bio-based materials such as wood fibreswhich are the original material forcartons, provide an alternative to fossil-based products, and are renewable, bio-degradable and compostable. The Info -graphic “Adding Ambition to the CircularEconomy Package” illustrates the view -point of the paper based packaging in-dustry, including Pro Carton, and stressesthat the important aspect of renewabi-lity should be a core part of the CircularEconomy concept.

Growing and sustainable natural resource

The State of Europe’s Forest report 2015demonstrates the significant progresswhich is continuing to be made in sus -tainable forest management in Europeover the past decades. Europe’s forestarea has expanded to 215 million hec-tares and is still increasing and providingmany benefits corresponding to thethree pillars of sustainability: environ-ment, society and economy.

Forests remove large amounts of carbondioxide from the atmosphere. Between2005 and 2015, the annual average se-questration of carbon in forest biomass,soil and forest products reached about

720 million tonnes. This corresponds toremoving about 9% of the net green-house gas emissions for the Europeanregion.

Packaging helps to prevent Food Waste

In the food industry, dealing with theissue of Food Waste and minimising thewastage of resources through the foodsupply chain, is a priority. Packaging, in-cluding cartonboard packaging is partof the solution as protection is one of itsprimary functions. Packaging protects10 times more resources than it uses andhas only 3 – 5% of the environmentalload compared to food production.

Cartonboard packaging plays an impor-tant role in the protection of food re-sources whilst at the same time, keepingits effect on the environment to a mini-mum. For example, technological ad-vances in cartonboard packaging haveled to lighter base weights while still

providing the same high level of protec-tion for the food product.

Cartons at the core of a Circular Economy

The European Commission believes thatmoving towards a more circular eco-nomy is essential to deliver its resourceefficiency agenda through smart, sustain -able and inclusive growth. The paper in-dustry, including cartonboard packaging,is at the forefront of putting these Cir-cular Economy aims into practice. The lifecycle of cartonboard packaging showsthat it is at the core of a circular economy,as it is an industry that recycles, using“waste” as a resource and also usesnew fibres from renewable, sustainablymanaged forests to continue the loop.

�For further information please click on“Sustainability” at www.procarton.comContact: Jennifer Buhaenko at [email protected]

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The following topics areplanned for E-News 2016:

SustainabilityMarketing trendsMarketing case studies Market studiesExpert interviewsCongress reportsCompetitions 2016

POB 36 • 1020 Vienna • Tel.+ 43 /1/ 218 69 [email protected] • www.procarton.com

ImprintPublisher: Pro Carton, Suzanne McEwen – Head of Marketingand Communications, [email protected], Jennifer Buhaenko – Head of Sustainability and Regulatory Affairs,[email protected], Pro Carton c/o AC Fiduciaire SA,Todistrasse 47, P.O. Box 1507, 8027 Zurich, Switzerland, Design: W&W Grafik & Design, Druck: Starzengruber, 1200Vienna. Reprint permitted quoting source. Kindly send usproof copies.

This brochure is printed with mineral oil-free inks: this con-tributes to clean recycling.

Association of European Cartonboardand Carton Manufacturers

Printed on Enso Gloss 190g/m2 byabo

ut

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Register NOW at www.procarton.com for theE-News-Service and receive

two to three absolutely up-to-date stories from

marketing, design and packaging every month free

of charge.

Pro Carton: Marketing andcommunication platform

Pro Carton is the European marketing andcommunication platform of the carton-board and carton manufacturers. ProCarton’s core task is to communicate thebenefits and the potential of cartonboardand cartons.

Cartons are a major marketing tool andthe most sustainable of all packaging solutions. They are the decisive advertisingmedium at the point of sale and at home.In addition to the point of sale they aregaining importance as the link betweenthe virtual and real world.

Pro Carton: Information on Marketing, Design andSustainability

Pro Carton informs the entire PackagingSupply Chain – the cartonboard and foldingcarton industry, as well as designers,brand owners and retailers – and theircustomers throughout Europe on the latestdevelopments in design and marketingthrough:

• the www.procarton.com website•E-News to over 12,000 subscribers

in Europe • the ”Pro Carton ECMA Award“ • the international “Pro Carton Young

Designers Award“•studies on relevant industry-related

topics•Cooperation, presentations, exhibitions

with partners in European countries

Pro Carton: Network providing answers to packaging questions

Pro Carton is a networking platform andpremier source of information for questionson packaging. Pro Carton unites all part-ners of the Packaging Supply Chain:•brand owners, the retail trade, designers,

carton and cartonboard manufacturers•as well as media partners and politics.

Design and Marketing-News

The Pro Carton E-News is currentlysent to over 12,000 decision makersfrom marketing, the retail trade, de-sign and full stop missing an over-view in seconds – a simple mouseclick then takes you to case studies,interviews with experts, congressreports, market studies, competitionanalyses and much more.

Special benefits: you are the first to receive carefully researched news ontrends and can apply these to yourlong-term strategies. You can only benefit – as can be confirmed by ourreaders in the packaging industry, thebranded goods industry and retailersfrom 42 European countries.

This printed version of the Pro CartonMagazine is published once per year asa ”Review“ for reading or archiving.

By the way: suggestions to improve ouremail service are always welcome. Pleasesend an email to:

Suzanne E. McEwenHead of Marketing and Communications [email protected]

Jennifer BuhaenkoHead of Sustainability and Regulatory [email protected]


Pro Carton Magazin engl. 2016 · has focused on the online business. In 2014, the company recorded...

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