Annette Kenny, Consumer Foods Division, Bord Bia

The importance of packaging has always been very relevant as it is often a customers first introduction to a new brand. Very often the size, shape and graphics of the package are the determining factors as to whether a new brand is purchased, or not.  Of course quality of product and price will be among the deciding factors as to whether there is repeat business and a continued loyalty to the brand.

An additional factor increasingly influencing packaging decisions is that of sustainability, which consumers are increasingly aware of. According to the results of Bord Bia Periscope 5 research, levels of consumer awareness of sustainability issues in Ireland have increased from 27% in 2007 to 41% this year, a similiar increase was evident on the Great Britain market as consumer awareness rose to 47% from 25% in the same period. Modern packaging solutions should make a positive contribution towards the environment and sustainability. Furthermore a recent US based survey by the Natural Marketing Institute, shows that consumers prefer to buy products which are produced in a way which is compatible with the environment.

Those in the business of producing tea are most certainly taking note, and are currently investigating new and relevant technologies in keeping with consumer demands and trends.

Taking teabags as an example - these tend to be rectangular in cellophane wrapped paperboard boxes. However, other materials which producers or distributors are exploring include natural or synthetic fibres, or indeed recycled packaging. In relation to the tea bag, round, pillow or pyramid shapes could also be a potential option, going forward.

Of course challenges associated with sustainable packaging including that of cost will need to be explored, with such a justification being measured against the bottom line. Another key consideration is that of a carbon based measurement, with packaging focussing on the usage of low carbon materials.