Search packaging industry innovation of eye in the advancement of e-commerce

The long-life packaging sector, which has the Brazil as global leader, behind only China, is seeking to innovate to recover lost growth over the past two years, when the reduction of consumption affected the performance of the two major forces: the Swedish and German TetraPak Sig Combibloc. The companies expect the fall in inflation and reducing unemployment help in sales in 2018, but are also keeping an eye on new vectors of growth, including the expansion of e-commerce.
The Brazilian market of long-life packaging is about 15 billion units per year, or 7.5% of the overall volume. From the years 1990, the popularization of long-life milk, made Brazil win a disproportionate force in the segment, which, according to market sources, grows so shy currently at 2% to 3% per year.
So the companies themselves admit the need for reinvention, both in search of new categories for long-life packaging, as in the development of new technologies. Today, in addition to providing packaging, Tetra Pak and Sig Combibloc also manufacture production equipment and management software for their customers, which are the largest producers of food and beverage in the world.
Tetra Pak, who ruled alone for five decades in Brazil, won the competition from Sig Combibloc. The German opened a factory in Parana in 2012 and now accounts for between 15% and 20% of the national market. Sig Combibloc concluded in April, an expansion of your factory in Campo Largo (PR), at the cost of R $220 million.
To protect themselves from rival and attract customers, Tetra Pak opened an Innovation Center of R $40 million in your factory of Monte Mor (SP), which tries to compensate for the difficulty of small and medium-sized industries to produce news. On the drive, customers have access to a factory that can produce samples of products. According to the Director of marketing for Tetra Pak for the Americas, Alexandre Carvalho, this is one of the company''s bets to re-grow after two difficult years.
In addition to the expected sales recovery with the recovery of the economy, the e-commerce of food is another vector to the manufacturers of packing. Although the industry today represents 2.4% of the movement of the web sales in the country, the investment of retailers such as Carrefour and startups like Home Refill can expand opportunities in the segment.
Challenges. The French Agency Raison Pure, you''ve done design work for packaging the Salton and the Carrefour in the country, see e-commerce as a challenge to the industry. "In the gondola, the packing needs to bring information that may be listed differently on the web," says Fernando Sommer, Director of Raison Pure in the country. "The digital context is different: the package may be presented in a more straightforward and contain only essential data."
As the consumer spray your purchases, grows the opportunity for Tetra Pak and Sig Combibloc offer traceability options – from QR Codes on packages to management systems that identify the path of the product to the customer. "Today we can know exactly what supermarket chain a unit was sold," says the President of Sig Combibloc, Ricardo Rodriguez Launches.
Sig Combibloc has a full crawl for experience the Gaucho cooperative Languiru. Tetra Pak makes it work in larger scale, with the largest agroindustrial cooperative in the country, the Aurora, which uses the system for managing and tracking the company''s production.