Packaging bake off: Shelf life, material reduction and hygiene demands dominate bakery sector

20 Apr 2022 --- Bakery packaging manufacturers are innovating to extend product shelf life while reducing material use as environmental sustainability demands continue to dominate the wider industry. Meanwhile, the COVID-19 pandemic has increased demand for pre-packaged goods amid heightened hygiene concerns.

According to WRAP, the UK throws away around 20 million whole slices of bread (equivalent to 1 million loaves at 20 slices per loaf) every day, although this behavior is gradually improving. If food waste were a country, it would be the world’s third-biggest greenhouse gas emitter behind China and the US, according to the UN Food and Agriculture Organization.

Meanwhile, Innova Market Insights found that 59% of global consumers believe packaging’s protective function is more important since COVID-19. Consumers mostly supported the increased use of plastic for hygiene reasons during the pandemic, despite a longer-term plastic reduction trend. While 20% of global consumers favored more plastics, 42% saw them as an undesirable necessity during the pandemic.

PackagingInsights explores the bakery packaging landscape and solutions to food waste and hygiene concerns with leading suppliers Sealpac International, Amcor and Waddington Europe.

Fighting food waste
The bakery market is experiencing strong demand for shelf life extension and accordingly adopting modified atmosphere packaging (MAP), for example, in the growing segment of bake-off rolls. According to Marcel Veenstra, marketing and communications manager at Sealpac International, shelf lives of at least 30 days can be achieved by exchanging the normal air inside the package with a suitable gas mixture.

“In the particular case of gluten-free bakery products (a booming segment), MAP prevents these products from drying out. Obviously, reducing the amount of plastics in the packaging of bakery products or improving its recyclability is also still in strong demand due to the environmental sustainability goals set by governments and retailers worldwide.”

Another trend to reduce food waste is the expanding availability of multiple pack sizes for different size households, notes Clifton O’Neal, an Amcor spokesperson.Sealpac International’s paper solution for edible cookie dough.

Cutting material use
While fighting food waste, packaging suppliers remain focused on continuously reducing material use to cut pack weight and associated waste and carbon impact. For Eduardo Gomes, managing director at Waddington Europe, the main trend in thermoformed bakery packaging is weight reduction and reducing the amount of packaging in general.

“Thermoformed packaging is already an ideal lightweight solution, and there are usually ways we can downgauge further. Being part of the wider Novolex family of brands offers us a huge opportunity since it means we can offer alternatives such as paper bags and other types of artisan-style bakery packaging,” he explains.

Meanwhile, Sealpac International is focused on creating packaging with minimum plastic content. Although most bake-off products are already packaged in relatively thin, flexible film, the supplier tries to reduce film thickness by offering the Rapid Air Forming System on its thermoformers.

“This system achieves an improved forming consistency, particularly in the corners of the pack, without requiring an additional stamp mechanism. As a result, up to 10% thinner films can be used,” explains Veenstra.

“Furthermore, we cooperate with material suppliers to create more environmentally sustainable solutions, for example, by testing with monofilms that improve recyclability, and with biodegradable or recycled materials.”

“Last but not least, we supply various features to create innovative portion packs, both on our traysealers and thermoformers. Specifically for retail packs, we provide several solutions that allow our customers to switch from plastic packaging to paper-based packaging.”

Sealpac International also offers its EasyLid system for reclosable packaging. This system enables sealing and lidding in one step, simply using the top film and a special EasyLid tray. As such, the standard snap-on lid can be eliminated.Amcor’s AmPrima PE recycle-ready solution for bakery carries the How2Recycle label.

The role of plastic
Despite an overarching trend toward plastic reduction and fiber-based alternatives, plastic remains the dominant material in bakery packaging. According to Innova Market Insights, 73% of bakery launches tracked globally in 2021 were packaged in plastic.

“There is a general trend to use less plastic at retail, but the focus seems to be more on other food segments, like meat, poultry, seafood, ready meals and snacks, and not so much on bakery. This is probably because the current flexible packaging of bakery products is already at a minimal level,” notes Veenstra.

“In the case of retail products, there will be changes made in the packaging. For example, we expect increased use of paper-based packaging.”

However, plastic as a packaging material is enjoying more positive headlines due to its high protective function at a time of increased consumer hygiene concerns.

“We saw an increase in demand for bakery packaging during COVID, and not just because thermoformed containers offer peace of mind regarding the protection, hygiene and safety of baked goods, but also because people were buying more baked goods to enjoy at home,” says Gomes.

Meanwhile, Amcor’s OvenRite ovenable films allow consumers to take products from retailer shelves to the oven with no preparation or direct touch required.

“The pandemic has resulted in more pre-packaged bakery products to increase hygiene levels. Instead of consumers hand-picking their bakery products at retail or foodservice, they now place pre-packaged goods, like croissants or bagels with cream, in their shopping trolley,” adds Veenstra. 

“Also, we have seen a strong growth in e-commerce activities, not necessarily leading to whole new packaging requirements.”Thermoformed packaging is relatively lightweight: Waddington Europe works to downgauge weight even further.

Circular plastics economy
A major issue for plastic packaging – particularly flexibles – is poor recycling rates. In March, UN member states unanimously agreed to develop a legally binding treaty to end plastic pollution. Significantly, the treaty will address the entire lifecycle of plastics from production to disposal.

Amcor is combating the plastic pollution crisis with recycle-by-design solutions and consumer engagement through on-pack labeling. Its AmPrima PE recycle-ready solution for bakery carries the How2Recycle label.

“Consumers in North America (84%) say that they would be more likely to buy a product with a How2Recycle label on it,” says O’Neal. “The environmental sustainability benefits of AmPrima can also be significantly enhanced by adding up to 50% post-consumer recycled content.”

“Continued consumer and industry education on recycling and more environmentally sustainable solutions are vital to help limit the environmental impact. Labeling for recycle-ready streams would also assist in these efforts. For example, most bread bags are made out of PE and can be recycled, but few are.”

Brands and consumers must also consider food waste and which packaging format provides the best protection and distribution performance while keeping food fresh and safe. Here, data-driven decisions are key.

“With Amcor’s Asset life cycle analysis tool, customers can compare different packaging formats and materials and quantitatively measure the impact on energy, water and carbon footprint. There’s no one solution for all, but tools like Asset can help customers to assess their own sustainability goals to arrive at the right packaging solution for them and their customers,” adds O’Neal.AmPrima packaging can incorporate up to 50% post-consumer recycled content.

The artisan look
Bakery packaging isn’t all about environmental sustainability. O’Neal notes that clean labeling and an artisan look and feel to create a perception of nutrition and health benefits are also growing trends.

“Amcor AmPlify print and finishing technologies provide sensory packaging benefits for flexibles films, including matte, gloss, tactile, and paper-like finishes that impart cues of health, nutrition and whole ingredients,” he says.

“With more consumers eating at home, going out less, retail sales of pantry basics increased,” he adds.

Inflation issues
Meanwhile, the global challenge of inflation, rising energy prices and raw material availability cannot be overlooked. On Tuesday, the IMF said that the global economy would suffer higher inflation and growth setbacks this year due to Russia’s invasion of Ukraine.

“Like in any other industry, raw materials have become scarce and overall operational costs are rising. This problem is putting pressure on margins,” warns Veenstra.

“Since COVID restrictions have eased, we are seeing the market largely return to what it was before, although with the recent rising inflation costs, we might start to see trends change again,” concludes Gomes.

By Joshua Poole