Laminates Lap up the Limelight

Fruit Rush is still in a foil laminate pouch, but with a reclosable spout rather than a straw.

06/06/08 The example of Capri-Sun shows how much the pouch format has grown up. The kids' favourite has launched an adult variant of its juice drinks. Fruit Rush is still in a foil laminate pouch, but with a reclosable spout rather than a straw.

The pouch format has caught the imagination of brands and consumers in sectors as diverse as liquid and dry foods, pet foods, household products, haircare, bath products and even prescription creams.

As the convenience benefits of the format have become better understood, it has migrated from being a second-best alternative, or refill for rigid containers, to being seen as a classy container in its own right.

Guido Winsel, communications director at the European Aluminium Foil Association (EAFA), cites the example of pet food in the emerging markets of central and Eastern Europe. “In other markets, there was a move from traditional cans to other types of foil container and only then to pouches,” he says. “But in these newer markets that hasn’t happened. Led by the big brands such as Nestlé and Masterfoods, products have gone directly into pouches.”

In 2002, there were 3.24 billion units of pet food sold in stand-up pouches in Europe. By 2007, this figure had doubled, according to Pira International. The EAFA can point to new categories where foil laminate pouches are conquering a share of the market, from cosmetic towels in a reclosable pack to dairy products such as cream, where one brand has replaced a cup and foil lid combination with a pouch.

But foil’s main strength is also a limitation, given that aluminium is an excellent barrier to microwaves, as well as gas and moisture. With huge growth in ready meals, this means foil pouches are missing out. And here, non-foil, retortable ceramic-coated laminates have been quick to spot an opportunity.

Amcor Flexibles (AF) produces foil and non-foil pouch laminates, as well as preformed pouches. Roy Van den Oudenhoven, commercial director at AF Schupbach in Switzerland, says: “I can’t think of any sector that uses pouches and that isn’t growing at the moment. In carbohydrate-based ready meals, for instance, based on the latest Pira International studies, we are seeing double-digit annual growth, even in mature markets like the UK. In France there is low double-digit growth, and huge growth in Germany.” The global market for stand-up pouches was estimated at around 30 billion units in 2007.