2024 trends of the European Packaging Industry and its impact on marketing strategies

Almost every packaging company aims to be present in Europe. The reason is hidden in the mature stage of European countries’ development along with the high solvency of local consumers. Hence, such oversaturation with the world’s leaders in the industry makes the EU the locomotive of world packaging industry trends. What exactly should B2B packaging companies expect from the European market shortly? And how our cooperation with the world’s biggest packaging producers allows them to overcome all the difficulties – learn in the article.

Future European packaging industry: main determinants

To secure a bright future for your packaging business in the European market, you have to be aware of all the determinants that are shaping it. 

Climate change

The top challenge in the world’s agenda today is climate change. In other words, due to emissions as a result of human activity, there are major shifts in the temperature regimes and weather patterns. So, the biggest producers of carbon emissions, which are big companies across all industries, face the need to reduce their impact on the environment. Such huge consumers of packaging as Apple, Procter & Gamble, and Nestle set the goals to become carbon neutral in the future. That will urge packaging B2B companies to do the same in order to stay on top of the industry.

Three Rs expansion 

With the increase in global plastic production (nearly 158 million tons annually for 2023), another viral European trend that directly affects the B2B packaging business is the implementation of the rule of three R (Reduce, Reuse, Recycle). Obeying this rule consumers reduce using plastic and other environmentally harmful packages as much as possible. Already bought packages are being reused as much as possible and finally recycling already produced packaging is. The aim is to reduce single-use packaging demand, so production will decrease as a consequence. Hence, big B2B and B2C corporations also try to be eco-responsible and reboot production in order to become zero-waste companies.

Sustainability goals of huge enterprises 

Most big companies across the world and industries have already set up sustainability goals to prevent climate change and waste pollution. Check what some of them declare to do in the future:

Smarter chemistry & Alternative packaging materials 

Disregarding the “three R” rule and movement towards the plasticless world, plastic is still crucial for the world’s packaging because of its lightweight and toughness. Yet, European authorities strictly regulate the packaging that is produced or comes in Europe with the 94/62/EC directive. It requires the packaging producers to implement only recyclable packaging and take care of recycling at least 65% of all packaging materials. 

Also, the use of alternative materials for producing packages such as peanuts, cornstarch, and even mushroom-based packages is highly encouraged. All this affects the production cost, hence the price of packaging for B2B companies.

Innovative technology implementation 

When it comes to the shipping and packaging consumables that are highly exposed to the external environment (food, medicine, drinks) B2B companies use innovative technologies. There are systems for smart or active packaging that allow you to keep, manipulate, and trek the temperature inside the packaging. Hence, the products keep their added value longer and the companies using them are more competitive.  

How new trends impact the marketing strategies of B2B packaging companies

Shifts in consumer behavior always affect B2B packaging companies regardless of their size. Besides direct changes such as logistics and higher cost of packaging, there are also serious marketing challenges that you, as an owner, need to deal with.   

Brand positioning 

As it was mentioned, those B2B companies that closely adhere to the trends are always more successful if compared with their more conservative counterparts. Your potential partners pay attention to what messages your B2B marketing campaign sends. In the case of packaging businesses, it is crucial to position yourself as an eco-responsible company that contributes to more sustainable packaging. 

Communication channels 

B2B companies used to rely on personal meetings when it comes to relationship building. But in a post-Covid era, online meetings became a more prioritized choice when it comes to setting up the partnership. The overall diversity of communication channels has also increased during the past years. So, having multiple communication options with potential partners is a must for B2B businesses. 

Conclusion

Keeping in touch with trends is crucial for both B2C and B2B businesses that aim to become even more successful. Although it looks quite static, we can see the challenges that huge packaging producers are facing both in the production of packaging materials and packaging equipment. We are proud to be engaged in facing and succeeding in those fascinating and complicated tasks. It is easy to stay behind the departing train without having marketing professionals who can communicate with customers at the pace of trends. Check what Boost2Be offers and make your marketing more effective.