Flexible packaging in the United States is a $21.3 billion market, making up 17 percent of the total US packaging industry. It ranks second to corrugated, which makes up 26 percent, according to the latest Census Bureau data and the Flexible Packaging Association. But can it take a bigger piece of the packaging industry pie?

According to speakers at the Pira Intl.-sponsored Flexible Packaging 2005 conference held July 19–21 in Chicago, flex packs can increase their market share through ingenuity. "Innovation and invention are the hallmarks of flexible packaging," says FPA president Marla Donahue.

Flexible packaging converters and their suppliers are able to come up with solutions for issues such as stackability (which is easily achieved with rigid plastics and corrugated) to remain competitive with other package forms. New films are constantly being developed, such as the new oriented polypropylene film from ExxonMobil that claims ultra-high barrier and enhanced sealant technology, or the new metallized heat-sealable OPP film and clear barrier PP film from Toray Plastics of America, which are designed to meet the needs traditional OPP isn't meeting now.

These new technologies in flexible packaging should be used to reflect the changing needs of the market to remain relevant, according to the presenters. Consumers and retailers are demanding more convenient, easy-open packages, new materials and value-added features. With 70 percent of all purchase decisions made in the store and consumers deciding within three seconds whether or not to buy a product, consumer-goods makers need packaging to help sell the product more than ever before.

"Packaging is the expression of the soul of every product," says Philippe Roulet of Nestle (Switzerland), quoting Peter Brabeck, Nestle chief executive officer. And for flexible packaging to be the expression of choice, it must be more convenient, easier to access and more attractive and stable on the shelf than other materials.

One way of increasing a flexible's shelf impact is through the use of ultraviolet and electron-beam cured printing technology. According to Mickey Fortune of Radtech Intl. North America, "The two most important drivers for shelf visibility are color and shelf placement." He says better shelf visibility can be achieved by UV- and EB-cured inks and coatings because they create a rich graphic presentation and resist wear during shipping and display.

Another innovation helping the flexible packaging market grow is the use of shrink sleeves. Among their many benefits, says Theresa Sykes of Gilbreth Packaging, is an ability to double as a label as well as a tamper-evident device. Shrink sleeves also conform to the latest, radical packaging shapes being developed.

Through these and other innovations, "flexibles will grow and hold market share in global packaging," says Patricia Patrick of Pira Intl.

The FPA recommends that flex packagers tap into the pet-food, single-serve and medical-products markets, among others. "We have lots of room to grow," Donahue says.