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Küresel Ambalaj Trendleri Global Packaging Trends

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Küresel Ambalaj Trendleri Global Packaging Trends 6. ULUSLARARASI MATBAA TEKNOLOJİLERİ SEMPOZYUMU 6th INTERNATIONAL PRINTING TECHOLOGIES SYMPOSIUM 6. INTERNATIONAL TECHINOLOGIE SYMPOSIUM FÜR DRUCK İSTANBUL ÜNİVERSİTESİ - CERRAHPAŞA / 01-03 KASIM / NOVEMBER 2018 KÜRESEL AMBALAJ TRENDLERİ GLOBAL PACKAGING TRENDS BEKİR KESKİN1 BİLGE NAZLI ALTAY2,3 MERVE AKYOL4 GÜVEN MERAL5 OLGUN UYAR6 PAUL D. FLEMİNG2 ABSTRACT The packaging sector is one of the massive traditional fields in the printing industry. The rapid developments in technology and environmental regulations have been affecting the expectations from packaging. User demands and the concerns to protect the environment are the two main factors that now demanding change in material properties. The choice used to depend on the physical and chemical requirements of the products, although today’s global mind set on the concepts such as biodegradability, recyclability, reusability, sustainability and carbon footprint reduction are becoming the reason to tailor packaging properties. In general, the choices have been switching from petroleum to bio based materials as well as functional package designs to reduce transportation and storage needs. In this study, today’s packaging trends and the potential developments in the near future are discussed. Key words: packaging, design, material, recycling, sustainability ÖZET Ambalaj sektörü, baskı endüstrisinin çok geniş ve geleneksel bir alanıdır. Bununla birlikte hızlı gelişen teknoloji ve çevreye dair yönetmelikler ambalaj beklentilerini değiştirmektedir. Kullanıcı talepleri ve çevreyi korumaya dair kaygılar, malzeme özelliklerinin değişmesini gerektiren iki önemli faktördür. Malzeme özelliklerinin seçimi, ürünün fiziksel ve kimyasal özelliklerine göre seçilirken; günümüzdeki biyo-çözünürlük, geri dönüşüm, tekrar kullanıla- bilirlik, sürdürülebilirlik ve karbon ayak izini azaltmaya dair küresel bakış açıları ambalajın özelliklerini değiştiren nedenler haline gelmektedir. Genel olarak bu seçimler, petrol bazlı ürünlerden doğal kaynaklara, depolama alanı ve nakliye ihtiyacını azaltan fonksiyonel am- 1 Öğr. Gör., Hacı Bayram Veli Üniversitesi, Polatlı Sosyal Bilimler MYO, Basım ve Yayın Teknolojileri Programı, Ankara, Türkiye 2 Western Michigan Üniversitesi, Kimya ve Kâğıt Mühendisliği Bölümü, Kalamazoo, ABD 3 Marmara Üniversitesi, Fen Bilimleri Enstitüsü, Göztepe, İstanbul, Türkiye 4 Montan Üniversitesi, Polimer Mühendisliği ve Bilimi, Leoben, Avusturya 5 Gazi Üniversitesi, Teknik Bilimler MYO, Tasarım Bölümü, Ankara, Türkiye 6 Adalet Bakanlığı, İstanbul, Türkiye 483 6. ULUSLARARASI MATBAA TEKNOLOJİLERİ SEMPOZYUMU 6th INTERNATIONAL PRINTING TECHOLOGIES SYMPOSIUM 6. INTERNATIONAL TECHINOLOGIE SYMPOSIUM FÜR DRUCK İSTANBUL ÜNİVERSİTESİ - CERRAHPAŞA / 01-03 KASIM / NOVEMBER 2018 balaj tasarımlarına doğru değişmektedir. Bu çalışmada günümüz ambalaj trendleri ve yakın gelecekteki potansiyel gelişmeler ele alınarak tartışılacaktır. Anahtar Kelimeler: ambalaj, tasarım, malzeme, geri dönüşüm, sürdürülebilirlik 1. GİRİŞ Ambalaj çok genel bir tanımla bir ürünü bütün dış etkilerden koruyan, ürünün teşhir edil- mesini, taşınmasını, depolanmasını ve hatta satılmasını sağlayan malzemedir. Ambalajda kullanılan malzeme, renkler, stil, biçim ve tasarım bir araya gelerek çoğu zaman kullanı- cı hafızasında bir imaj oluşturur. Bu imaj, kullanılan malzeme ve yapılan tercihlerin doğru olması durumunda, başarılı ve olumlu bir imaj olup satışlara pozitif etki yaparken; yanlış tercih, tasarım ve malzemeler, başarısız ve olumsuz etkilere sebep olmaktadır. Bu bakımdan ambalaj, markanın pazarda tutunmasını sağlayan önemli faktörlerden birisi olarak karşımıza çıkmaktadır. Ambalaj sektörü, birçok bileşenin bir araya gelmesiyle oluşan çok büyük bir endüstridir. Bu sektör, marka sahipleri, hammadde sağlayıcıları, ambalaj tasarımcıları, baskı yapan fir- malar, taşıma firmaları, dağıtıcılar, müşteriler gibi birçok bileşenden oluşur. Bütün bu firma ve bileşenlerin, birbirlerinden ve bu alandaki teknolojik gelişmelerden haberdar bir bicimde çalışmaları durumunda başarılı-optimum ambalaj elde edilecektir. Ambalaj uzmanlarının ve tasarımcılarının hammadde ve malzeme üretimindeki gelişmelerden, hâlihazırda pazardaki müşteri istek ve beklentilerinden, üretim konusundaki yönetmelik ve gerekliklerden, ürünün kimyasal ve fiziksel özelliklerinden haberdar olması doğru tercih yapılmasında büyük rol oy- nar [1]. Ambalaj geliştirme üretim süreci, ekonomik anlamda her geçen gün daha da önemli hale gelen bir faaliyettir. Üretim yapan bütün sektörler ile doğrudan ilişkisi vardır. Ambalaj endüstrisi modern toplumda yapısal bir role sahiptir. Dünyadaki milyarlarca insan ambalaj sayesinde her türlü tüketim ürününe erişebilmektedir [2]. Ambalaj sektörü, bütün diğer alanlarda olduğu gibi küresel gelişme ve beklentilerden et- kilenmektedir. Günümüzde yaşanan küresel ısınma, teknolojik gelişmeler, değişen üretim yönetmelikleri, müşteri istek ve beklentileri, firmaların üretim prosesini geliştirme ve birim maliyetini düşürme üzerine girişimleri bu sektördeki gidişatı belirlemektedir. Bu çalışmada; küresel ambalaj trendleri, gelişme ve yeniliklerin daha net ve anlaşılabilir bir biçimde ele alınması bakımından konular tasarım, malzeme, kimyasallar ve akıllı ambalaj başlıkları al- tında incelenmiştir. 2. KÜRESEL AMBALAJ TRENDLERİ Dünyadaki küresel ısınma, teknolojik gelişmeler, değişen hayat tarzları ve sağlık alanındaki gelişme ve yönetmelikler gibi nedenlerle ambalaj tasarım ve üretim prosesleri de değişmek- tedir. Küresel ambalaj trendlerine baktığımızda dünya çapında genel ve bölgesel trendler olduğunu görmekteyiz. Bu trendler dünya genelinde; artan müşteri sağlık bilinci, sürdürü- lebilirlik ve çevresel kaygılar, geri dönüşüm sorunları, tek kullanımlık gelir ile satın alma gücünün arttırılması olarak karşımıza çıkmaktadır. Müşterilerin sağlık bilincinin artmasıy- la; gıda güvenliği ve tazeliği, gıdaların besin değeri, sağlıklı yaşam olgusu gibi konulara odaklanılmıştır. Sürdürülebilirlik ve çevresel kaygılarla; hammadde kaynaklarının bilinçli 484 6. ULUSLARARASI MATBAA TEKNOLOJİLERİ SEMPOZYUMU 6th INTERNATIONAL PRINTING TECHOLOGIES SYMPOSIUM 6. INTERNATIONAL TECHINOLOGIE SYMPOSIUM FÜR DRUCK İSTANBUL ÜNİVERSİTESİ - CERRAHPAŞA / 01-03 KASIM / NOVEMBER 2018 tüketilmesi, gelecek nesillere yaşanabilir bir dünya bırakmak adına, geri dönüştürülmüş veya dönüştürülebilir çevre dostu ambalajlara talep artmaktadır. Ayrıca ekonomik kaygılarla müş- terilerin satın alma güçlerinin arttırılması hedeflenmektedir. Bölgesel trendlerde ise, kullanım kolaylığı ve fonksiyonellik, küçük ambalaj boyutu ve düşük porsiyon, şehirleşme ile yoğun gelen yaşam tarzına uygun ambalajlar, hızlı tüketimi kolaylaştırıcı tasarımlar, estetik ve fark edilebilirlik gibi yönelimlerle karşılaşmaktayız [3, 4]. Müşterilerin satın alma davranışları üzerine birçok araştırma yapılmıştır. Buna göre bazı müşteriler ürün satın alırken, sağlık ve besin değeri bakımından ambalajı incelemektedir. Öte yandan hızlı hayat temposu olan kişiler yiyecek satın alma sürecini ve hazırlama sure- cini en aza indirecek biçimde tercihler sergilemektedir [5]. Bir ambalajdan geleneksel ola- rak beklenen özellikler, ürünü koruması, müşteriyi bilgilendirmesi ve ürünü sattırmasıdır [6]. Fakat günümüzde, dünyada yaşanan küresel ısınma, teknolojik gelişmeler, şehirleşme, sürdürülebilirlik, sağlık gibi konularda artan bilinç ve yaşanan gelişmeler, üreticilerin de aynı bilinçle yenilik ve gelişmeleri dikkatle takip etmelerini gerektirmekte, bu doğrultuda üreticilerden üretim proseslerini ve satış stratejilerini küresel trendlere uyumlu hale getirme- leri beklenmektedir. Ambalaj pazarına küresel çapta bakıldığında, Simithers Pira’ya göre; 2014 yılında yaklaşık 812 milyar dolar civarında olan pazar payının, 2020 yılında 998 milyar dolar, 2024 yılın- da ise 1.1 trilyon dolar olacağı tahmin edilmektedir. Birleşmiş Milletler ‘in 2015 verilerine göre, 7.35 milyar olan dünya nüfusu göz önüne alındığında matematiksel bir ortalamayla kişi başına yaklaşık 114 dolar/yıl ambalaj tüketimi yapıldığı raporlanmıştır [7, 8, 9]. Başka bir araştırmaya göre küresel ambalaj pazar payının % 4’lük bir artışla 2025 yılında 1.283 trilyon dolar olacağı tahmin edilmektedir (Şekil 1) [10]. Global Ambalaj Market Değeri 1,400,000,000,000 1,200,000,000,000 1,000,000,000,000 800,000,000,000 600,000,000,000 400,000,000,000 MARKET (MILYAR $) 200,000,000,000 0 2015 2021 2022 2023 2024 2025 Global 867,000,000,00 1,097,000,000, 1,140,000,000, 1,186,000,000, 1,234,000,000, 1,283,000,000, Şekil 1. Küresel Ambalaj Pazar Boyutu[8, 11] AmbalajAmbalaj sektöründe sektöründe kullanılan kullanılan materyallereŞekil materyallere1. Küresel bakıldı ğAmbalaj ında bakıldığında,, karPazarşımıza Boyutu 5 farklı karşımıza [ 8materyal,11] 5 en farklı fazla kullanılanmateryal malzeme en faz-ler olarakla kullanılan çıkmaktadır malzemeler (Şekil 2). Bunlar olarak sırasıyla çıkmaktadır plastik, kâ ğ(Sekilıt, metal, 2). cam Bunlar ve diğ ersırasıyla (odun, kuma plastik,ş) malzemelerdir kâğıt, me [-9]. Dünya genelinde sürdürülebilirlik ile ilgili mevcut kaygı ve yönelimler nedeniyle kâğıt ve karton ambalajların önem kazandıtal, camğı görülmekte, ve diğer gelecekte (odun, bukumaş) tarz ambalajlara malzemelerdir talebin artması [9]. bekleDünyanmektedir. genelinde sürdürülebilirlik ile ilgili mevcut kaygı ve yönelimler nedeniyle kâğıt ve karton ambalajların önem kazandığı görülmekte, gelecekte bu tarz ambalajlara talebin artması beklenmektedir. 485 Artmakta olan dünya nüfusuŞekil, yeterli 2. Ambalaj Türleri ve Pazar Payları gıdayı elde etmek için; daha fazla (Toplam ekili araziye,:
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