Confectionery focus
"Good packaging is packaging that protects, seduces... and respects the environment" - Interview with Marc Mussack, expert at BBC CELLPACK Packaging
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In the indulgent and demanding world of confectionery, packaging is much more than just a wrapping. It's a strategic tool that combines technical performance, marketing appeal and environmental responsibility.
And with good reason: the global confectionery market is booming. According to Fortune Business Insights, it will be worth $206.97 billion in 2023, with Europe alone accounting for 38.38% of this market. Projections indicate annual growth of +3.36%, reaching nearly $278.36 billion by 2032.
Against this dynamic backdrop, European consumers are becoming increasingly demanding: they are looking for products that combine quality, aesthetics, convenience and respect for the environment. For manufacturers, standing out in such a competitive market is no longer just a matter of taste innovation. Packaging has become a key differentiator.
To gain a better understanding of the challenges facing the sector, we spoke to Marc Mussack, Sales Manager at BBC CELLPACK Packaging. A straightforward interview, at the heart of the trends and challenges shaping tomorrow's packaging.
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Marc, what are the main challenges facing confectionery packaging today?
"You'd think wrapping a sweet would be simple. In reality, it's quite the opposite. For example, molded baked sugar candies, especially those with a particular shape or embossing, are very fragile. They can easily break if not handled with care. This is a real technical challenge on confectioners' production lines."
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Good to know: The hard candy segment accounts for around 30% of the overall confectionery market in Europe, with a significant proportion packaged in twist packs, a format appreciated for its traditional, fun and practical appeal.
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And beyond technology, what role does packaging play in the consumer experience?
"The twist pack - and even more so the double twist - is a confectionery classic. It's immediately associated with freshness, pleasure and quality. But it goes even further: it's an integral part of the tasting experience. That little gesture of opening the candy is part of the pleasure of eating it. It's what we now call an ‘unboxing experience’. It may seem insignificant, but it's powerful. Packaging plays a key role in the consumer experience, fostering loyalty and creating a sense of belonging to the brand."
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Did you know? A study by Euromonitor shows that 65% of consumers consider that packaging influences their perception of the quality of a food product. In the case of confectionery, this figure rises to over 70%.
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The market is evolving fast, particularly in light of ecological issues. What trends do you see emerging?
"There is clearly pressure to move towards greater eco-responsibility. This involves recyclable packaging, paper-based materials, and even the total abandonment of plastic in food packaging. But it's not just a question of materials. For example, switching from plastic film to a paper-based mono-structure requires a complete overhaul of packaging technology. The production machinery has to keep up and be able to efficiently produce the finished product."
"At BBC CELLPACK Packaging, we work extensively with wax-coated papers, both mineral and vegetable. This provides both an oxygen barrier, a non-stick effect, and good mechanical resistance. It's a good option that combines product protection and reduced environmental impact."
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Strong trend: Demand for paper-based packaging in the confectionery sector has risen by +18% in Europe over the last three years, particularly in Northern and Central European countries, where CSR expectations are highest.
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In practical terms, how can a confectioner make sense of all these choices?
"You have to take several factors into account: brand image, product type, production rate, and of course, the technical constraints of the machines. The right packaging is the one that meets all these requirements, without compromising on quality or durability."
"An example? Choosing the right paper packaging is a strategic choice. Combined with an appropriate wax, paper becomes more flexible, allowing good twisting, more resistant to tearing, which reduces machine stoppages during rolling, and above all compatible with very high-speed lines to maximize productivity. It's all about optimizing several materials to develop a flexible packaging solution that meets our customers' criteria for being competitive."
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Focus techno: Some of our customers are now achieving speeds of up to 1,000 sweets/minute on their twist-wrap lines - a level of performance that does not tolerate any compromise on the paper's mechanical strength.
And how does BBC CELLPACK Packaging support its customers?
"We don't just sell packaging. We offer a global solution. The combination of materials expertise, wax coating mastery and technological processing expertise, with the necessary focus on product and brand requirements, enables Cellpack to develop customized packaging with our customers."
Any final words for confectionery players?
"Packaging is a real opportunity to differentiate. It shouldn't be seen as an expense item, but as a lever for value: for the brand, for the consumer, and for the environment. At BBC CELLPACK Packaging, we're ready to take up the challenge with you."
Would you like to modernize your twist packaging without losing performance?
BBC CELLPACK Packaging can support you in your sustainable transition.
Get in touch with our experts: packaging@cellpack.com or Contact