Written by Jan De Roeck
Marketing Director, Esko
There’s a saying in the packaging world: once you work in packaging, you never shop the same way again. While most consumers are drawn to the product itself—its flavor, function, or fashion—those of us in the industry are captivated by something else entirely. We’re the ones turning over the box, inspecting the seams, feeling the substrate, and wondering, “Was this flexo or gravure printed?”
That’s because packaging is far more than a container. It’s a complex, multifunctional component of the consumer goods ecosystem. At its core, packaging must:
- Contain the product
- Protect it during transport
- Preserve it for shelf life
- Inform the consumer
- Market the brand
- Communicate values and identity
But beyond these roles, packaging is a critical enabler in the go-to-market process of any consumer-packaged goods (CPG) brand. It’s not just a wrapper—it’s a linchpin.
The Hidden Complexity Behind the Shelf
In the food industry, where products are manufactured in massive volumes, the absence of packaging at the right moment can be catastrophic. Imagine a snack factory running at full speed, frying thousands of crisps per minute. If the roll of printed flexible film isn’t available at the end of the line, the crisps can’t be packed—and they go to waste. The same goes for yoghurt production: no printed cups, no product on shelves. And if the trays or folding cartons are defective, slowing down the filling line, the result is not just waste, but lost profit and brand damage.
This is why packaging is not the end-product of a value chain, but rather a half-product that feeds into another production line. What comes off the printing press at a packaging converter is only one part of a much larger, tightly synchronized process. It must meet exacting specifications to integrate seamlessly with high-speed filling lines, withstand logistics, and still look stunning on the shelf.
A Balancing Act of Science and Art
The diversity of consumer products demands an equally diverse range of packaging materials. From high-barrier films that preserve freshness to recyclable mono-materials that meet sustainability goals, substrate selection alone is a science. Add to that the need for eye-catching design, regulatory compliance, and consumer usability, and you’re juggling a dozen priorities at once.
This complexity is why packaging professionals see the supermarket differently. We don’t just see a box of cereal—we see the precision die-cutting of the carton, the gloss level of the varnish, the registration of the print. We wonder about the supply chain behind the pouch of pet food or the sealing integrity of a ready-meal tray.
Packaging as a Strategic Asset
For brand owners, packaging is not just a cost—it’s a strategic asset. It’s the first physical touchpoint with the consumer. It’s a silent salesperson on the shelf. And it’s a make-or-break factor in operational efficiency. A delay in packaging supply can halt production. A design flaw can lead to recalls. A sustainability misstep can damage brand reputation.
That’s why those of us in the industry obsess over every detail. We know that behind every successful product launch is a packaging team that made it all possible—quietly, precisely, and often under immense pressure.
So next time you stroll through the supermarket on a Saturday morning, take a moment to look beyond the logos and flavors. Notice the structure, finish, and functionality. And if you find yourself wondering about the barrier properties of that stand-up pouch or the recyclability of that laminated tray—welcome to the club. You’ll never shop like a normal person again.
