Packaging industry in Asia rises above challenges

There is no denying that Asia retains its position as the region with the fastest growing packaging industry. Uniting the interests of the various industries across the Asian region, the Asian Packaging Federation (APF) has been established to enhance cross-country cooperation among all packaging-related bodies. The APF leadership is rotated among its member countries and in 2024, Dr. Joseph Ross S. Jocson MNSA from the Philippines was elected President of the APF.  International Plastics News for Asia had the chance to discuss with Dr. Jocson the trends in the region’s packaging industry and how APF has been working to meet enable its member countries to overcome market challenges.

Dr. Joseph Ross S. Jocson MNSA, President, Asian Packaging Federation

Asia's dynamic packaging industry has been experiencing tremendous developments over the years. What are the general trends that you see that can impact the industry's future and why?

Dr. Jocson: The packaging industry in the Asian region is undergoing significant changes driven by technological advancements, sustainability concerns, and evolving consumer preferences. I can mention some general trends in the packaging industry in Asia that could impact its future. One is the shift to sustainable materials given the growing focus on using biodegradable, recyclable, or compostable materials to reduce plastic waste. This includes plant-based plastics, paper, and materials derived from renewable resources. Governments and consumers are increasingly pushing for greener alternatives.

Another trend is the promotion of circular economy initiatives. Packaging designs that promote recycling, reusability, and upcycling are becoming popular. Many companies are exploring closed-loop systems, where packaging materials are collected, recycled, and reused to create new packaging products. This has become imperative given the plastic bans and stricter regulations among many Asian countries, including China, India, and several Southeast Asian nations, who are adopting regulations that restrict or ban single-use plastics. This is encouraging the development and adoption of alternative materials such as bioplastics and recycled content.

In terms of design, the minimalist and efficient designs are prevalent as consumers become more environmentally conscious. Reducing excess packaging materials, simplifying designs, and using lightweight materials help lower carbon footprints and production costs. Also, designs are increasingly focusing on convenience features such as re-sealable packs, easy-to-open designs, and portion control. These innovations make products easier for consumers to use and store, improving user experience. Consumers are also increasingly expecting brands to offer personalized packaging that reflects their individual tastes and values.  Packaging is evolving to engage consumers beyond the traditional functional role. Using technologies like augmented reality (AR), brands can create interactive experiences, such as virtual try-ons, product information, or brand storytelling, enhancing customer loyalty. Another trend points towards increasing volume of cross-border e-commerce in Asia which calls for packaging that meets various international standards while ensuring product safety and efficiency in transit.

These trends in the Asian packaging industry reflect broader global shifts in sustainability, technological adoption, and consumer behavior.  

How does the Asian Packaging Federation (APF) support the regional packaging industry? What are its key programs?

Dr. Jocson: The Asian Packaging Federation (APF) plays a crucial role in supporting the regional packaging industry by fostering cooperation, advancing standards, and promoting innovation. There are several ways the APF supports the industry.

In the area of regional cooperation, the APF connects various packaging associations and companies across Asia, promoting knowledge exchange and networking opportunities among those in the region. This collaboration helps improve practices, standardize processes, and introduce regional trends.

Technical and educational support is also provided by APF as it organizes conferences, workshops, and training sessions, helping industry professionals stay updated on the latest technological advancements, sustainable packaging practices, and global packaging trends.

In terms of sustainability advocacy, the APF encourages the adoption of environmentally friendly and sustainable packaging solutions, addressing pressing concerns like plastic waste and promoting circular economy practices within the industry. It also facilitates innovations by providing a platform for showcasing new packaging designs, materials, and technologies. This helps members stay competitive and advance packaging solutions that meet market demands. The APF helps provide insights into regional market dynamics, consumer preferences, and industry trends, enabling packaging companies to make informed decisions and adapt to changes in demand.

After 30 years, a representative from the Philippines has been appointed President of the Asian Packaging Federation. Do you have any specific programs directed at Philippine packaging industry?

Dr. Jocson: I am the third APF President from the Philippines, the last one was Mr. Edmundo Quiocho from San Miguel Corporation in 1997.  So, it has been almost 30 years since a Filipino again became President of APF.

As APF President and concurrently as Director of the Packaging Institute of the Philippines, both institutions work hand-in-hand with the several local programs and events.  Packaging courses are also being offered in collaboration with the Arold Packaging Organization and the Australian Institute of Packaging. The Star Awards in Packaging which the PIP spearheads is a prelude to companies who wants to join the Asia Star awards of APF.

What innovations do you think should be adopted by the Philippine packaging industry in order to become more competitive in the region?

Dr. Jocson: To make the Philippine packaging industry more competitive in the region, several innovations could be adopted to enhance sustainability, efficiency, and market appeal. One key area for innovation is sustainable packaging solutions. As environmental concerns grow, shifting from single-use plastic to biodegradable or compostable materials (such as plant-based plastics, edible packaging, or mushroom-based packaging) would align with global sustainability trends. Focusing on creating packaging that can be easily recycled and reprocessed would help reduce environmental waste and make the industry more attractive to eco-conscious consumers.

Another area is smart packaging where packaging can incorporate QR codes or AR features, allowing consumers to access additional information about the product, such as sourcing, sustainability efforts, or usage instructions. Introducing packaging models that encourage reuse, such as refillable containers or deposit-return systems, can reduce waste and promote sustainability, aligning with circular economy principles. Not to be forgotten is the need to develop and adopt a closed-loop recycling system, where packaging materials are collected, processed, and reused, could improve material recovery and reduce the need for virgin materials. This can also improve customer engagement and create a more interactive experience.

Incorporating Near Field Communication (NFC)  technology into packaging would allow for easy tracking of products, enhancing supply chain transparency and helping fight counterfeiting.  As I mentioned, reducing the material used in packaging without compromising on protection can reduce costs and environmental impact. 

With advances in digital printing, on-demand packaging solutions would allow businesses to produce smaller batches of customized packaging with reduced lead times, improving flexibility and reducing excess inventory. The significant role of smart manufacturing is also another area that should be considered, such as the adoption of automation, robotics, and artificial intelligence (AI) in packaging production, in improving efficiency, reducing errors, and lowering labor costs. Advanced manufacturing systems can also allow for more precise quality control and faster production times. Implementing IoT technologies in production lines can provide real-time data on equipment performance, inventory management, and supply chain logistics, helping businesses to optimize operations.

The Philippine manufacturers will also benefit from working with industrial designers to create visually appealing and functional packaging that stands out on the shelf could help Filipino brands capture attention in both local and international markets. Establishing research and development (R&D) hubs for packaging innovation can encourage collaboration between businesses, technology providers, and academic institutions to come up with cutting-edge solutions tailored to the needs of the Philippine market.

By focusing on these innovations, the Philippine packaging industry could not only enhance its sustainability and efficiency but also cater to emerging global demands, improving its competitiveness within the region.