Packing in the flavour

Ever wondered what lures you to one candy bar instead of another? Besides flavour and branding, most often it's the packaging.

According to a report published by Gulf News in 2005 the UAE's printing and flexible packaging market is growing at 25 per cent every year. It also states that Dubai represents about 70 per cent of the country's printing and packaging businesses adopting the latest technology to ensure a faster output.

Ahmad Bin Hassan Al Shaikh, chairman of Dubai's Printing and Packaging group, believes the trademark feature of products packaged in the UAE is its high quality. He says, "The food production line in the UAE has proven to be an extremely hygienic sector. We have had many inspections from European and American officials who find our manufacturing plants extremely impeccable. The high quality and service has been recognised in international markets as well."

He adds, "Packaging today has more to do with frozen food and microwave packages. With hectic lifestyles most people don't find time to cook. The trend of having a ready meal has become extremely popular in this region as it in Europe."

Packaging trends

Ammar Zahid, Managing Director, Tetra Pak, Saudi Arabia, says, "Food packaging trends are shaped by consumer demand in the market. However there are some inherent and eternal attributes that all consumers care about.

Products that keep food fresh and hygienic, thereby protecting them from light, air and germs, are the next in-thing. Thus all modern food products should be preserved and must have long shelf life bearing storage, transport, retailing and consumption. Food packaging trends are becoming more and more consumer-oriented. No wonder products with health promises are becoming more common."

Tetra Pak has been active in the GCC region for more than 50 years serving customers in all countries in the region from its production facility in Jeddah, Saudi Arabia. The carton factory is strategically positioned in the port city of Jeddah in order to supply packaging material not only to regional customers but also many customers around the world where almost 50 per cent of its capacity is marketed. "Among leading customers in the region Lacnor is a well positioned UAE company with production based in Sharjah, manufacturing dairy and juice products in carton packages from Tetra Pak," says Zahid.

Mohannad Al Faouri, General Manager, Galadari Interpack, Printing and Packaging, says, "The packaging industry is a huge market and is segregated into different segments of which food is roughly 20 per cent of the total market size. The size of the food industry is worth about Dh11 billion.

"After studying the market, Galadari Interpack learnt that most of the printed packaging products in the region were being imported and decided to operate locally. The Galadari-owned company is setting up a state-of-the-art printing and packaging plant in Jebel Ali. The company has already acquired land for the next phase to be built in Dubai Industrial City," he adds.

"Being a relatively new player in the UAE, our aim is to have a state-of-the-art project with investments exceeding Dh500 million along with all necessary quality certificates," says Al Faouri.

He adds: "The hygienic standards adopted by packaging plants in the UAE is the same as those used for pharmaceutical products. We are among the first people using such a high level of hygiene criteria and this is an added value to the packaging products manufactured here. Products manufactured in Dubai will soon carry the DQM (Dubai Quality Mark) certification."

"Food packaging is a part of today's way of life. The current trend in this industry is to opt for eco-friendly products, which are safe and hygienic to use," says Nathalie Dossetto, Marketing Manager, Al Bayader International.

Recycling forms an important part of the packaging industry. Zahid says, "Tetra Pak is committed to facilitating and promoting local collection and recycling activities for post-consumer carton packages. All Tetra Pak beverage cartons are recyclable. Renewability is a key environmental asset of the company's packaging portfolio. The company has set a global goal, according to which 25 per cent of all our beverage cartons in the world should be recycled by 2010."

Tetra Recart, developed by Tetra Pak, is a square carton package made out of a new paperboard laminate material designed for food products traditionally packed in cans, glass jars or pouches. This carton offers consumers a variety of advantages, including portability, easy opening and pouring, and convenient, space-saving storage. In addition, the products are preservative-free.

According to Dossetto, "The quality of food packaging used has a great impact on food safety. It is therefore of vital importance to ensure the correct packaging solution is applied depending on the product packed, since food could get spoilt if the packaging used is of poor quality, or if the usage is improper," she says

Higher standards

"The future of food packaging lies in the direction of biodegradable products," she adds. This concept is already in use in other parts of the world, but due to weather conditions prevailing in this region, some modifications still need to be made before they are suitable for this market. The real challenge for food packaging solution makers today is to go in for greater simplicity, coupled with higher standards. Providing food packaging that retains freshness for a long period of time is the order of the day."