Background

A mid-sized European packaging firm aimed to capitalise on FMCG brands transitioning from plastic to cartonboard.

They needed to understand market dynamics, including demand forecasts, regional adoption rates, and sustainability priorities.

Their goal was to identify growth areas and understand the size of the prize presented by changing legislation and consumer habits within sustainable packaging, and how best to position themselves to take advantage of this opportunity.

Approach

We conducted a comprehensive analysis, focusing on market trends, sustainability priorities, and the substitution potential in relevant segments.

Our approach involved consulting market reports and conducting over 20 expert interviews to gather in-depth insights. We developed a detailed understanding of the dynamic between virgin and recycled materials, potential barriers to adoption, and the impact of de-stocking behaviours.

We also examined the effects of board imports and supply chain volatility, providing a robust foundation for strategic recommendations.

Outcome

We presented the size of the opportunity to our client and how this will develop by region and over time.

We identified the main strategic advantages our client has in the market now, and what they should develop to best position themselves to make the most of the opportunity from plastic replacement.