FORT LAUDERDALE, FLA. — The pouch, once considered a minor player in the packaging world, is a niche no more.
And one industry observer sees pouches continuing their march toward wider acceptance and use in the coming years.
“The pouch is really an outstanding story of growth even though it's taken a bit to get there. It's really an amazing story,” said Joe Pryweller, senior industry analyst at market research firm Freedonia Group Inc.
Pryweller authored a study of the United States pouch market that came out earlier this year and is working on a world pouch study that will be out toward the end of 2014.
Not all pouches are alike, but Pryweller sees growth in both the flat pouch and stand-up pouch categories, he said at the recent Global Pouch Forum in Fort Lauderdale.
Flat pouches — think chip bags — are expected to grow by 4 percent annually through 2018.
Pretty good, all things considered. But there is something even more impressive in the Freedonia forecast.
“We all know about the stand-up pouch, of course. This is the one that's growing fairly astoundingly,” said Pryweller, who is forecasting annual growth of 6.5 percent through 2018.
Several advantages of pouches compared to other packaging are pretty straight-forward and include shipping costs, lighter weight, convenience, sustainability and transportation fuel savings, Pryweller said.
But he indicated another big factor is taking place in the growing acceptance of the pouch. He calls it the millennial embrace.
“That's the idea that the millennial generation is not as beholden to traditional packaging. That they are looking for new, exciting types of packaging that they can use in their everyday lives,” he said.
Take that folding carton.
In other words, the influence of the baby boomer generation — the youngest of those folks turn 50 this year — will ultimately start to wane.
And those coming up to take their place like using pouches.