Metsä Board's healthcare packaging product

Secondary packaging of primary importance

​The latest trends in the healthcare market are shaping new ways of packaging medical products.
9/2016 TEXT: IAN FENTON, PHOTO: NINA KELLOKOSKI
​Healthcare is one of the top priorities for everyone, all around the world. It is also a buoyant packaging market, with global demand for healthcare packaging materials reaching USD 33.4 billion. Smithers Pira forecasts the market to grow about four per cent annually until 2020 – this is mainly driven by Asia, while other regions have also registered noteworthy expansion.
 
To see where packaging is of particular importance here, it is important to draw a distinction between prescription and over-the-counter (OTC) medicine. In the case of the latter packaging is of particular relevance. After all, the package is the first and often the only chance for a product to appeal to the consumer.
Metsä Board's healthcare packaging product

Packaging attracts attention

“Technically, cartonboard packaging is often referred to as the ‘secondary’ package,” Christophe Baudry, Commercial Director, Beautycare and Healthcare at Metsä Board, explains, “as it contains the bottle or other dispenser. But isn’t it in fact the primary packaging in terms of its importance? The consumer’s first impression resides here.”

The appearance of packaging in drug stores has grown in importance. It is no longer considered only a functional entity, but rather an asset to attract attention when selling over-the-counter. Supplements and vitamins have been around forever, and now – with the help of eye-catching packaging – their sales are steadily growing as the average consumer becomes more interested in them.

Then there is the rise of a new genre of product altogether – “cosmeceuticals”. The name, of course, refers to the combination of cosmetics and pharmaceuticals. These new cosmetic products tend to contain biologically active ingredients purporting to have medical or drug-like benefits.

Another completely new product category sold in drugstores, “nutraceuticals", combines food and pharmaceuticals. Attractive packaging with the capacity to stand out naturally becomes key to communicating the benefits of these new ranges. This is what makes Metsä Board’s paperboards, made from fresh fibres, the perfect choice in these segments.
Metsä Board's healthcare packaging products

The need for anti-counterfeiting reflected in healthcare packaging solutions

Attractiveness is only one of a number of attributes that healthcare packaging must fulfil. “This is a demanding area,” Christophe Baudry points out. “Pharmaceutical packages must be reliable, promote the brand in question, preserve their quality on the shelf and in handling, be easy to use and maintain safe consumption.”

The need for anti-counterfeiting has become a major talking point in the industry. According to Interpol, the increasing prevalence of counterfeit and illicit goods has been compounded by the rise in Internet trade, where they can be bought easily, cheaply and without a prescription. It is impossible to quantify the extent of the problem, but in some areas of Asia, Africa and Latin America, counterfeit medical goods can form up to 30% of the market.

The dangers associated with counterfeit drugs are very troubling indeed. Interpol states that over one million people die each year from their consumption, and they represent one of the fastest-growing and most lucrative income sources for global organized crime networks.

“It has become hugely important for manufacturers of pharmaceuticals to find new ways to ensure public safety,” says Christophe Baudry. “Packaging can play a large and helpful part here. With the right tools we can help the consumer to identify whether the product inside is real or is fake.”

Depending on the medicine it houses, good packaging not only catches the eye, but can also help us to distinguish the real deal.

Metsä Board’s paperboards used for healthcare packaging deliver specific benefits for varied end uses. This allows all the professionals involved to focus on what matters most: keeping people healthy.
Metsä Board's healthcare packaging products

Related articles

Most popular articles

  • Better with Less- Design Challenge

    2017/ Sustainability

    Metsä Board presents: Better with Less – Design Challenge

    ​The world is changing fast. More people than ever before live on our planet and the majority of them will be living in cities. Digitalisation is impacting upon retail and many goods are now enjoyed on the go or delivered straight to customer’s doorstep. The number of brands and products is constantly growing, but at the same time we are battling the challenges posed by the climate change. There is a clear recognition that in the near future the world will need to run on renewable energy. To meet these challenges, we need innovation in all fronts.

    Read More
  • Cosmetics

    2017/ Markets and trends

    The beautycare trends shaping today’s market

    ​The beauty and men's care segment has never seen such interesting and varied times. We take a look under the surface to examine the movements driving this fascinating series of developments.

    Read More
  • Ventofor Combi

    2017/ Customers

    Metsä Board celebrates the winners of Carton Excellence Awards 2017

    ​Cartons, using Metsä Board’s paperboards, were awarded in three categories at the European Carton Excellence Awards, held on 21 September in Salzburg, Austria. The awards recognised excellence in design, convenience, brand communication and the major role paperboard plays as an innovative packaging material.

    Read More
  • Boxes

    2017/ Markets and trends

    What's in the box?

    ​In his column, Mark Beamesderfer, technical marketing & services director at Metsä Board Americas, talks about how online purchasing has changed the demands for brand packaging.

    Read More
  • 2017/ Customers

    Ferrero promotes active collaboration on sustainability

    ​Confectionery manufacturer Ferrero shared us their views on the role of suppliers and packaging with regards to sustainability.

    Read More
  • Forest

    2017/ Sustainability

    Metsä Board makes the CDP A list again in both sustainable water management and climate action

    Metsä Board has been recognized as a global leader in two programmes by CDP, the international not-for-profit organization advocating sustainable economies through a global disclosure system. This is the third consecutive year Metsä Board was rewarded a position on the CDP Water A list, and the second year on the CDP Climate A list.

    Read More
  • The head of the jury of Metsä Board’s Better with Less – Design Challenge, Design & Innovation Director Cyril Drouet

    2017/ Products and services

    Abandon the rules to create new conventions

    As the head of the jury of Metsä Board’s Better with Less – Design Challenge, Design & Innovation Director Cyril Drouet explains the contest’s goals, motivations, and the packaging innovations he hopes it will inspire.

    Read More
  • SkinCare 2.0

    2017/ Products and services

    Prestigious packaging – multiple awards for SkinCare 2.0 gift box

    ​Metsä Board’s SkinCare 2.0 gift box design is following in the footsteps of its predecessor that has received multiple awards for its innovative design. On December 4th, the new, improved gift box was named Champion of Packaging Printing, Paper Packaging, at the 29th Hong Kong Print Awards.

    Read More
  • Golden ratio pack

    2018/ Products and services

    The golden collaboration

    ​15 years of close collaboration help Metsä Board and Essentra meet the key trends for luxury and personal care packaging.

    Read More
  • Tokyo

    2018/ Markets and trends

    Urbanisation Radar: the retail of packaged consumer goods

    ​How is urbanisation affecting the way families and individuals live in the modern city, and what are the effects of these changes upon packaged consumer goods?

    Read More
  • Busy street crossing

    2018/ Markets and trends

    Urbanisation Radar: an introduction

    ​In this, the first of an ongoing series of articles exploring urbanisation and its effects on the global packaging industry, we provide an introduction to one of the world’s most challenging megatrends.

    Read More
  • Ecobarrier

    2018/ Products and services

    Going green on the go

    ​Answering to the packaging needs of a growing market for takeaway food, Metsä Board’s new eco-barrier paperboard offers a sustainable and cost-efficient option.

    Read More
  • Zirp insects packaging design

    2018/ Products and services

    Sustainable superfood in sustainable and safe packaging

    ​Insects are considered a common element of human nutrition in many regions around the world. In Europe, too, snacks and dishes made of arthropods are becoming popular. No wonder given the fact that they are rich in nutrients, beneficial to the environment and efficient to breed. Zirpinsects, the manufacturer of ZIRP insect snacks, packs its dried mealworms, grasshoppers and crickets in a sustainable folding carton made of Metsä Board’s fresh fibre board – for a natural, sustainable and consistent product presentation.

    Read More
  • Packaging design study sketch

    2018/ Markets and trends

    Comparison between plastic and fibre packaging - what do consumers say?

    Views are changing on what is considered luxury. Consumers are becoming increasingly aware of environmental issues, and many want their purchases to reflect these values. Accordingly, modern luxury brands are looking for ways to make their goods desirable for both customers and the planet. And according to a recent consumer survey, that’s also good for the business.

    Read More
  • Helsinki Distilling Company

    2018/ Products and services

    Natural is the new luxury – in both the products and packaging

    ​Finnish craft distillery The Helsinki Distilling Company combines a true respect for raw materials with an uncompromising attention to detail. Their White Dog new-make spirit and its packaging both communicate a brand aesthetic where the raw and uncut meets a luxurious finish.

    Read More
  • E-commerce box

    2018/ Markets and trends

    Urbanisation Radar: online retail

    ​How is online retail transforming the requirements of today’s consumer packaging?

    Read More
  • Hershey's packaging

    2018/ Products and services

    Lightweight packaging for dreamy delights

    ​When Hershey was looking for a more sustainable, lightweight and efficient solution for their Cookies & Chocolate secondary package, Metsä Board’s design team was keen to take on the challenge. 

    Read More
  • Paperboard packaging

    2018/ Markets and trends

    Lighter weight paperboards are changing the game in the US

    ​Superb customer service and a superior product are gaining Metsä Board a strong foothold in the US market. Customers in the US embrace better, lighter and faster solutions.

    Read More
  • Urban city view

    2018/ Markets and trends

    Urbanisation radar: paperboard demand

    ​What kind of packaging solutions do urban consumers want, and how is urbanisation affecting the demand for paperboard? 

    Read More
  • Arrow box art by Jo Di Bona

    2018/ Markets and trends

    Adapting to e-commerce

    ​The global e-commerce market is growing at double digit growth rates. Increasing e-commerce offers numerous opportunities for packaging suppliers, but also challenges, as online shopping places new requirements on packaging.

    Read More
  • Iiro Numminen

    2018/ Products and services

    Better with less – design challenge winners talk about their innovations

    ​In Metsä Board’s Better with Less – Design Challenge, innovative solutions for frequently used consumer packages were gathered from entrants around the world. A key focus area in the competition was in creating better experiences for consumers while reducing the environmental impact of the packaging in general.

    Read More
Print