b'FOOD PACKAGINGPaperto support their decisions. This would and boardtranslate into increased requirements industryfor printability and brand expression really needson packaging, but also create more to increaseneed for the ability to customise, not its effortsto mention new digital solutions. The and developpossibilities are interesting, whether packagingit is a chip or tag embedded in the solutionspackaging telling the products story that can beor providing detailed breakdown used in anabout its carbon footprint, or chemical even broadercomposition of the packaging that could set ofvisually indicate the level of hygiene or applicationsshelf-life left for the product inside.than today.A highly versatile packaging material Antti Matula, Senior Vice President, Global Product Lines and Businessmix means challenges for recycling, Development for the Pulp & Paper segment at Kemira believes that renewability and recyclability of packaging material will continue to drive value. especially if regulation does not have a significant role in shaping foodand its packagingare anefforts and develop packaging solutionsthe market, as is suggested in this important part of identity building, andthat can be used in an even broader setscenario. Personally, I believe there consumers make decisions in frontof applications than today. would still need to be a counterforce of the grocery store shelves driven byfor the heterogeneous consumer base their personal values and beliefs. ThereAs in this scenario, individualistic andto set the overall direction for the food will be many niche extremes focusingexperience-seeking consumers arepackaging industry. It is difficult to see on e.g. fitness, vegan, and luxurylooking to convey strong messageshow the current global challenges with lifestyles or even patriotism. Foodwith their purchasing choices, foodpackaging waste or the amount of food brands and retail need to cater for thepackaging needs to deliver both thethat goes to waste every year would not strong emotions that consumers haveexperience and the information requiredcompel action also going forward.toward food.In this kind of environment unique packaging is king, as it will be a hard race to capture the consumers interest. This scenario paints a picture where packaging materials are used in high volumes and varying mixes and where brand owners are willing to make material choices that would be considered bad in todays sustainability focused marketjust to differentiate themselves. For the fibre-based packaging materials this environment would mean challenges but also opportunities, Matula points out. If different materials are used more abundantly, paper and board industry really needs to increase its 30 WORLD PULP&PAPER'