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Consumer Packaging in Poland, Czech Republic and in Moscow Area Consumer Packaging in Poland, Czech Republic and in Moscow Area Jari Makkonen, Jaroslava Habstová, Josef Král, Ewa Kicinska, Juha Rautalahti, Dmitri Makolkin, Tarja Päivärinne, Antti-Jussi Heilala Technology Review 212/2007 Consumer Packaging in Poland, Czech Republic and in Moscow Area Technology Review 212/2007 The Finnish Funding Agency for Technology and Innovation Kyllikinportti 2, P.O. Box 69, FIN-00101 Helsinki, Finland Tel. +358 1060 55000, Fax +358 9 694 9196, E-mail: [email protected] www.tekes.fi ISSN 1239-758X August 2007 ISBN 978-952-457-378-8 Consumer Packaging in Poland, Czech Republic and in Moscow Area Editors Jari Makkonen, Jaroslava Hobstová, Josef Král Finpro Czech Republic Ewa Kicinska, Juha Rautalahti Finpro Poland Dmitri Makolkin, Tarja Päivärinne Finpro Russia Antti-Jussi Heilala Finpro Forest Cluster Industry Technology Review 212/2007 Helsinki 2007 Tekes, the Finnish Funding Agency for Technology and Innovation Tekes is the main public funding organisation for research and development (R&D) in Finland. Tekes funds industrial projects as well as projects in re- search organisations, and especially promotes innovative, risk-intensive projects. Tekes offers partners from abroad a gateway to the key technology players in Finland. Technology programmes – Tekes´ choices for the greatest impact of R&D funding Tekes uses technology programmes to allocate its financing, networking and expert services to areas that are important for business and society. Programmes are launched in areas of application and technology that are in line with the focus areas in Tekes’ strategy. Tekes allocates about half the fi- nancing granted to companies, universities and research institutes through technology programmes. Tekes technology programmes have been con- tributing to changes in the Finnish innovation environment for twenty years. Copyright Tekes 2007. All rights reserved. This publication includes materials protected under copyright law, the copy- right for which is held by Tekes or a third party. The materials appearing in publications may not be used for commercial purposes. The contents of publications are the opinion of the writers and do not represent the official position of Tekes. Tekes bears no responsibility for any possible damages arising from their use. The original source must be mentioned when quoting from the materials. ISSN 1239-758-X ISBN 978-952-457-378-8 Cover picture: Kylmäankka design, Anton Kalland Page layout: DTPage Oy Foreword Tekes has been preparing a technology programme around the theme of packaging during the year 2007 under the name Pakkaus 2015 – Packaging 2015. The CAGR of the global packaging markets is ca. 4% by the year 2010, but there are clear regional differences. In Europe and USA the CAGR is 2 % whereas in Asia it is ca. 6 % and in Eastern Europe 7%. Although there are many global com- mon trends in the packaging markets, packages and packaging at the very same time are eminently dependent on cultures and regions. This report of the Eastern Europe’s consumer packing markets has been done as a part of the prepa- ration of the technology programme. The report has been carried out in co-operation with Finpro. The focus regions were Czech Republic, Poland and Moscow area in Russia and they were chosen because of both its geographically attractive location and strong market potential. The report in- cludes e.g. reviews of the consumer packaging markets, trends and regional legislation concerning packages as well as some highlights of the product safety and anticounterfeiting. The Eastern Europe’s consumer packaging markets offer many opportunities and challenges, which has to be taken into account simultaneously. Global competition is tightening. In order to be a successful company one has to know the cultural heritage as well as the market mechanisms of the regions profoundly. Tekes would like to sincerely thank Finpro and its Eastern Europe’s experts for their input. We be- lieve that this report is a good basis for possible further studies and actions concerning consumer packaging markets in Eastern Europe. Helsinki, July 2007 Tekes – The Finnish Funding Agency for Technology and Innovation Table of Contents Foreword 1 Executive Summary. 1 2 Role of Packages in a Changing Society. New needs and applications on the market, weak signals . 2 2.1 Poland . 2 2.2 Czech Republic . 2 2.3 Moscow Area . 2 3 Consumer Packaging Market in Poland . 3 3.1 Description of the consumer packaging market in Poland . 4 3.2 Competition on the Consumer Packaging Market. 8 3.3 Local Trends in the Consumer Packaging Market . 9 3.4 Players in the consumer packaging value chain . 11 3.5 Local Regulations Affecting the Use of Packages . 15 3.6 Product Safety and Packages . 15 4 Consumer Packaging Market in Czech Republic. 17 4.1 Description of the Consumer Packaging Market in CZ . 18 4.2 Competition on the Consumer Packaging Market. 23 4.3 Local Trends in the Consumer Packaging Market . 24 4.4 Players In the Consumer Packaging Value Chain . 25 4.5 Local Regulations Effecting the Use of Packages . 31 4.6 Product Safety and Packages . 32 5 Consumer Packaging Market in Russia . 34 5.1 General Economic Situation in Russia . 34 5.2 Description of the Consumer Packaging Market in Russia . 36 5.3 Basic Segmentation of the Consumer Package in Russia. 38 5.4 Packaging Design . .44 5.5 Marketing and Distribution Channels. 44 5.6 Requirements of End Users . 45 5.7 Package Recycling. .45 5.8 Competition on the Consumer Packaging Market. 45 5.9 Local trends in the Consumer Packaging Market (in relation to development of the society) . 46 5.10 Players in the Consumer Packaging Value Chain . 46 5.11 Local Regulations Effecting the Use of Packages . 48 5.12 Package as a Tool against Product Frauds . 49 6 Vision of the Packaging Market in Eastern Europe . 50 Tekes‘ Technology Reviews in English. 51 1 Executive Summary Consumer packaging market in Eastern Europe is growing ● Development of ecological packaging appropriate for strong. The lower the usage of packages is, the higher is the secondary processing (cardboard, glass, metal) or reuse expected growth. In Russia the usage of packages per ca- (returnable packaging) – in line with adopted pro-eco- pita is about 80 kg. In Poland about 92 kg and in Czechia logical regulations about 83 kg.( In Finland over 400 kg) This means that the ● There is a growing demand for glass bottles as a result of growth potential is biggest in Russia and Czechia in terms growing beer consumption and almost non-profitable of absolute volume and in terms of usage per capita. production of cans (increasing aluminum prices) ● Development of new plastic, paper and laminated card- The market in Eastern Europe is developing partly based board packaging as a result of their qualities on own tradition and partly based on European and global ● trends. The following facts and features describe the situa- Growing role of re-use packaging for ecological and tion today in many Eastern European countries: economical (savings) reasons ● Flashy and shiny, eye-catching look of packaging is – Huge changes in the quality of packaging and func- even a must for consumers (ecological or ecologically- tions conducted by packaging looking packaging is not appreciated because it looks as – Further development from the protective to market- cheap, not-processed); consumers like exclusive look, ing function of packaging embellishments, platings – Increasing role of packaging in logistics system (in- ● Functionality is more and more appreciated by consum- formation about the content and way of use) ers (e.g. multi open-close packaging of hard cheese in ● slices, drinkable youghurts in plastic bottles) Adaptation of plastic packaging for re-processing / recy- cling ● Preference for small-portion packages with convinience food grows as a result of growing number of single-per- ● Deepening integration of international players son households ● Gradual decrease in the wrapping weight while keeping ● Especially Polish consumers are used to colorless glass the utility parameters of the packaging used ● Growth of packaging business by 5–20% yearly by 2010 ● Continuous increase in emphasizing environmental as- as a result of: pects – Fast economic growth ● High portion of package consumption by food & to- – Low packaging consumption per capita as compared bacco industry (currently some 70%) to further continue to old EU countries ● More comfortable way to open and a possibility to – Growing food packaging market as a result of grow- re-close/re-cap the packaging ing local consumption ● Smaller portions/amounts of specific goods per a pack- ● Plastics packaging sector is forecasted to have the high- age required by consumers est production growth ● Recycling / re-processing of food packages. ● Demand for packaging will grow, however the demand ● Product safety is a high priority also in all Eastern Euro- for certain types of packaging will differ: the highest de- pean countries. mand rise will be noted in single plastic packaging and the lowest in wood and metal packaging The consumer packaging market situation in Poland and ● Concentration of the production i.e. limitation of the Czechia follows the development of old EU member states. number of producers and their constant relations with In Russia the market is more challenging because the EU their regular suppliers regulations do not apply in Russia. 1 2 Role of Packages in a Changing Society. New needs and applications on the market, weak signals 2.1 Poland ● Easy-to-open packages, re-close and re-cap packaging ● Bio-degradable packages. What Changes are happening on the market? ● Changes in the material structure of packaging con- What problems are there with packages sumption (growing role of Plastic as well as paper and on the market? cardboard packaging) ● Overcapacity for some packaging (necessity to focus on ● Changes in the functions of packaging (growing market- export) ing function) ● Growing prices of packaging raw material ● Considerable growth of the market ● Relatively high saturation of the market with well-estab- ● Concentration of the production.
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