USA Paper & Packaging Industry

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US Paper & Packaging:Industry Analysis ReportPrepared by Webenza


Objective & Methodology

Executive Summary

Industry Analysis

Competitive Analysis



• Objective:– To understand the US Paper & Packaging Industry and also the Competitors

(both small and large players) presence & strength in the Digital Media space

• Brands Considered: We considered a mix of local and international players that include both small and big players)– MeadWestvaco Corp., Sharon Paper & Packaging, Bemis, NAL Company, Just

Packaging, Tap Packaging Solutions, Higdon Paper & Packaging, Carter Paper & Packaging, S&S Packaging, Evergreen Packaging, Ranpak, Graphic Packaging, Clearwater Paper, RockTenn, Brimar Packaging, Mailender, KapStone, Burrows Paper Corp., Domtar, Cleveland Packaging and Joshen

• Region:– Global and US

• Language:– English

• Methodology & Sources:– Secondary Research– Publicly available free online sources



Executive Summary

Industry Analysis



Global Packaging Industry Sized $400 Billion in 2012; Industry Observes “Regulations” and “Sustainability” as the Major Influencers

• The Global Packaging market is valued US$400 Billion (approx.) in 2012 with Europe being the leader (34%); “Food” remained on top with 51% share in End-market category; while, “Paper & Board” led with 34% share in Packaging Type

• Whereas, US Paper & Packaging Industry is valued $115 Billion of which “Paper & Board” accounted for 73% market share

Market Size

• “Paper Packaging” would remain the most preferred packaging type with improved products and technologies

• “Regulations” will have a greater influence on packaging design in the next ten years. While, “Packaging” will also play a vital role in a product’s success

• Technological advances such as the digital economy, social media, mobile devices and big data tend to transform the business, as voted by Paper & Packaging CEOs

– For these CEOs, resource scarcity & climate change and demographic shifts would also transform the Paper & Packaging business

• The demand and growth on sustainable packaging is continued and is more likely to increase as it is being driven by the government, regulations and by the demands of retail customers

– The global green packaging market rises from $108.8 billion in 2011 to $177.7 billion in 2018, with a compound annual growth rate (CAGR) of 7.6 percent

– In the next ten years, “life-cycle analysis” and “recyclability” of packaging will be the most important criteria for evaluating sustainable packaging

Market Trends


Paper & Packaging CEOs Concerned About the Slow Or Negative Growth In Developed Countries And Exchange Rate Volatility

• Paper & Packaging CEOs are more concerned about a wide range of issues at a Micro and Macro level

– Most (85%) of the respondents concerned about the slow or negative growth in developed countries and Exchange Rate volatility

– A major group (77%) of respondents also worried about Government Response to fiscal deficit and debt burden; unavailability of key skills in the industry; and High or Volatile Energy Costs

– Raw Materials Prices and Over-regulations come next in the list

Market Challenges

New Launches & Innovation

• Tetra Pak launched the Tetra Brik Aseptic 250 Base Crystal, a new version of its aseptic carton packages which features two crystal-shaped panels on the front side of the package, enabling retailers to stack and distribute the packages efficiently

• Sonoco ThermoSafe announced the launch of new controlled room temperature (CRT) versions of its Envoy Series of shipping packages

• Tera-Barrier Films (TBF) invented a new stretchable plastic film to offer longer shelf-life of pharmaceuticals, food and electronics

• LPS Industries extended its product portfolio with the launch of new packaging films ethylene vinyl alcohol (EVOH) and nanoparticles-based ultrathin



Executive Summary

Industry Analysis



Global Packaging Industry Sized $400 Billion in 2012 of which “Paper & Board” Type Accounted for 34% Market Share

According to a report published by Ernst & Young (EY), the Global Packaging market is valued US$400 Billion (approx.) in 2012 with Europe being the leader (34%); “Food” remained on top with 51% share in End-market category; while, “Paper & Board” led with 34% share in Packaging Type.

GLOBAL PACKAGING INDUSTRY SNAPSHOT - 2012

Total Market Size = US$400 Billion

By Region By End-Market By Packaging Type

http://www.ey.com/Publication/vwLUAssets/Unwrapping_the_packaging_industry_%E2%80%93_seven_factors_for_success/$FILE/EY_Unwrapping_the_packaging_industry_-_seven_success_factors.pdf


US Paper & Packaging Industry is Valued $115 Billion of which “Paper & Board” Type Accounted for 73% Market Share

According to American Forest and Paper Association, the US Paper and Packaging industry has product sales of $115 billion a year, employs almost 400,000 people and pays approximately $30 billion in annual compensation. Paper & Board packaging topped with 73% market share

followed by Glass.

US PAPER & PACKAGING INDUSTRY SNAPSHOT - 2012

Total Market Size = US$115 Billion

By Packaging Type

Market Size: $115 Billion a Year

No. of Employees: 4,00,000

Compensation: $30 Billion annually

http://www.afandpa.org/our-products/paper-based-packaging


Understanding the Packaging Industry Value Chain and Role of the key Stakeholders

Packaging companies (known in the materials industry as “converters”) are engaged in the conversion of commodity raw materials such as polymer, board or paper into value-added consumer or industrial packaging. This puts them in a potentially vulnerable position in the

value chain illustrated below.

PACKAGING INDUSTRY VALUE CHAIN• Key feedstock suppliers are typically large global

producers that have the power to pass on higher commodity costs and increase prices to their customers when supply is tight, which in turn increases input prices for the packaging produce

• Major raw materials usually comprise more than half of the total cost base of a packaging manufacturer

• There are large and powerful consumer goods companies that may not wish to pass price increases to end consumers and use the threat of switching to keep suppliers in line

• A good packaging management team will try to ensure that customer contracts have a raw material inflation pass-through mechanism


Industry Developments Over the Years

LATEST DEVELOPMENTS

In the developed world, overall demand for consumer goods has been relatively static. However, demographic changes (e.g., decline of the nuclear family, increase in average age) and

increased market share competition between established FMCG producers has driven innovation on the packaging side. Some of the Top new developments include:

Convenience features such as re-sealable packs, easy-opening and stand-up pouches.1

Smaller pack sizes for single-serving and on-the-go use.2

More promotional packs and brand extensions to maintain customer loyalty.3

More eye-catching and colourful designs to enhance brand awareness and to stand out on the shelf.

4

The development of the mass luxury or “masstige” category of cosmetics and other consumer goods.

5

Packaging companies have to have well-developed and collaborative relationships with their customers, who are closer to the end consumer.

Packaging companies that don’t invest in the right technologies and capabilities are at a competitive disadvantage and threats.


Drivers: Influencing Packaging Demand

Key Drivers

Population

Demographics

Convenience

Green/ Environment

Friendly

Health Concerns

Innovation

Competition

• Overall Population is growing with a significant increase in rate

• The move towards smaller pack sizes as the incidence of families eating together at the dinner table become less common

• The trend towards smaller households

• Increasing requirement for Convenience among consumers

• The trend towards “on-the-go” lifestyles among increasingly time-poor consumers

• Increasing awareness of environmental issues

• Rising Health awareness among consumers

• New Packaging Material Development

• Technology advancement

• Growing requirements for brand enhancement or, differentiation in an increasingly competitive environment

Source: Catalyst Review

http://catalystreview.net/wp-content/uploads/2012/04/Infographic_The-Growth-of-the-World-Packaging-Consumption2.pdf


Trend: Across Different Packaging Types

According to a Global Industry Analysts (GIA) report on the worldwide paper packaging industry in 2012, that highlights some major trends across packaging types, “Paper Packaging” would

remain the most preferred packaging type with improved products and technologies.

Packaging Types

PAPER PACKAGING• This an extensively used packaging

format, that rose demand from end-users. Through continuous innovations in technology and production techniques, this is also going to be used as a potential alternative for metal, steel, plastic, glass and wood packaging

• The paper packaging industry is likely to see tremendous growth with the development of new products and technologies and also with the availability of an enhanced range of paper packaging products

CORRUGATED BOARD PACKAGING

• This particular sector witnessed high demand from developing countries such as Poland, Russia, India, China and Brazil

• The demand is due to widening industrial activity and steady economic growth

• Also, development of improved small flutes and high quality graphic board is expected to promote access of corrugated boxes in the traditional folding cartons market

PAPERBORAD BOXES• Consumer goods companies are

the largest users of folding paperboard boxes across the globe

• The demand for these boxes started to decline in the second half of 2008

• However, the folding cartons had continued a favorable growth, due to a major increase in demand from the Asia Pacific countries

• In the non-durables sector, beverages and food signify the fastest growing division for folding paperboard boxes

http://www.azom.com/news.aspx?NewsID=31903


Trend: “Regulations” Will Have A Greater Influence on Packaging Design

According to a study done by Packaging World and DuPont, “Regulations” will have a greater influence on packaging design in the next ten years. And at the same time, “Packaging” will play

a more vital role in a product’s success.

http://www2.dupont.com/Packaging_Resins/en_US/whats_new/article20121024_survey.html


Trend: CEOs Ranked “Technological Advances” as a Top Global Trend that will Impact Paper & Packaging Business in the Next 5 Years

According to 17th Annual Global CEO Survey (Feb 2014) by PWC, the top three global trends identified by the Paper & Packaging CEOs that would transform the paper and packaging business, in the next five years include:

1. 4/5th of Paper & Packaging CEOs identified technological advances such as the digital

economy, social media, mobile devices and big data as key trends transforming their

business

2. Nearly 2/3rd CEOs mentioned resource scarcity & climate change as a trend that will

impact the business

3. While more than half believed that demographic shifts will also transform the business

Source: PWC

http://www.pwc.com/gx/en/ceo-survey/2014/assets/pwc-17th-annual-global-ceo-survey-forest-paper-packaging-key-findings.pdf



Trend: Demand for Sustainable Packaging

The demand and growth on sustainable packaging is continued and is more likely to increase as it is being driven by the government, regulations and by the demands of retail customers.

Drivers for Sustainable Packaging

GOVERNMENT

• Proliferation of regulation and policy measures (such as taxation)

• Move from weight to carbon focus

RETAILERS & FMCGs

• Focused on weight reduction but no common goals or definitions across retailers

• Driving cost-reducing or cost-neutral solutions• Sometimes willing to pay a premium if

investing in ‘hero’ brand-enhancing projects

PACKAGERS & PACKING COMPANIES

• Reacting to retailer demands• Leaders are investing in research and

development (R&D) and new products to develop solutions

• Have historically been slow to engage in the wider debate around sustainable packaging

END CUSTOMERS

• Demanding more sustainable solutions • Unwilling to pay a premium for sustainable

products unless it is a key part of their brand message

• Increasingly aware of ‘wasteful’ packaging due to the growing requirement to sort & recycle

Source: PWC


Global Sustainable Packaging: A $178 Billion Market by 2018

• The Consultancy predicted that the global green packaging market will rise from $108.8 billion in 2011 to $177.7 billion in 2018, with a compound annual growth rate (CAGR) of 7.6 percent

Source: THOMASNET

• In 2011, Europe had the highest share of the green packaging market at $41.3 billion, followed by North America at $32.6 billion. However, in the next 10 years, the highest growth will come in the Asia-Pacific region, particularly in China and India

Market Size

Key Markets

• The major players in the sustainable packaging market identified as -Amcor, Tetra Laval, Ball Corp., Constar International Inc., Crown Holdings, E. I. Du Pont de Nemours, EnviroPAK, NatureWorks, Plantic Technologies, Innoware Plastic, Rexam and Saint-Gobain

Key Players

“I foresee sustainability in a new context, where

food waste, shelf life, etc., all goes more

together…”

“food safety and security will be driven by the increasingly global

nature of the food supply chain and threats

against it…”

“The possible chemical migration from the improper packages

during different storage can lead to chronic

cases…”

Sample Respondents’ Quotes

http://news.thomasnet.com/IMT/2012/11/05/packaging-study-sustainability-will-trump-cost-as-top-focus-in-10-years/


Sustainable Packaging to be Evaluated through Life-Cycle Analysis and Recyclability of Packaging

A survey of marketing and packaging professionals in 2012 found that the key focus of the packaging world will shift over the next decade from “cost” to “sustainability”. In the next ten years, “life-cycle analysis” and “recyclability” of packaging will be the most important criteria

for evaluating sustainable packaging.

Source: DuPont

http://news.thomasnet.com/IMT/2012/11/05/packaging-study-sustainability-will-trump-cost-as-top-focus-in-10-years/


Sustainable Packaging Opportunities

Packaging companies have focused on switching out traditional materials with greener ones. But there are additional environmental and economic benefits to be gained by considering

more radical, substantive changes to the packaging value chain. The spectrum of possibilities

is illustrated below which is divided into four broad categories of opportunities.

Source: Deloitte

http://www.deloitte.com/assets/Dcom-UnitedStates/Local Assets/Documents/IMOs/Corporate Responsibility and Sustainability/us_scc_SustainablePackaging_10082012.pdf


Challenges: How Concerned Paper & Packaging CEOs Are and on What Areas?

• Paper & Packaging CEOs are more concerned about a wide range of issues at a Micro and Macro level

– Most (85%) of the respondents concerned about the slow or negative growth in developed countries and Exchange Rate volatility

– A major group (77%) of respondents also worried about Government Response to fiscal deficit and debt burden; unavailability of key skills in the industry; and High or Volatile Energy Costs

– Raw Materials Prices and Over-regulations come next in the list

Source: PWC

CONCERNED AREAS FOR CEOs



Packaging Shape & Design Innovation: 2013-14

• Tetra Pak launched new shape for aseptic carton packages

– Food processing and packaging solutions provider Tetra Pak launched the Tetra Brik Aseptic 250 Base Crystal, a new version of its aseptic carton packages

– The latest version features two crystal-shaped panels on the front side of the package, enabling retailers to stack and distribute the packages efficiently

• Sonoco launched new insulated shipping packages

– Temperature assurance packaging provider Sonoco ThermoSafe announced the launch of new controlled room temperature (CRT) versions of its Envoy Series of shipping packages

– The Envoy Series can maintain high-value products such as pharmaceuticals, biologics and vaccines within a specified temperature range during transport

• Tera-Barrier invented new stretchable plastic film

– Tera-Barrier Films (TBF) invented a new stretchable plastic film to offer longer shelf-life of pharmaceuticals, food and electronics

– The new plastic film featuring an encapsulated nanoparticle layer acting as an air and moisture barrier that is claimed to be ten times better when compared to the transparent oxide barriers used in food and pharmaceutical packaging

Source: Packaging Gateway

http://www.packaging-gateway.com/news/industry_news_archive.html


Packaging Shape & Design Innovation: 2013-14 (Contd.)

• LPS Industries launched new packaging films

– US-based flexible packaging materials manufacturer LPS Industries extended its product portfolio with the launch of new packaging films ethylene vinyl alcohol (EVOH) and nanoparticles-based ultrathin

– Both of the two new films are environmentally friendly and offer oxygen barrier properties. Compliant with global regulatory guidelines, which can be used in place of PVDC (Saran-coated) films in the flexible packaging sector




Industrial Packaging Development: 2013-14

• B2B Industrial Packaging launched new packaging products for commercial printers

– Packaging products supplier B2B Industrial Packaging expanded its product portfolio with the launch of new line of products for the commercial printers market

– The new products are designed to push the company's business forward, with a wide selection of tapes, void filler and corrugated boxes that are expected to appeal to commercial print customers

• Ulma introduced new horizontal flow wrapping machine for poultry wrapping

– Ulma Packaging developed a new horizontal flow wrapper called Artic Quad for cook-in-the-bag poultry wrapping

– The new machinery produces ovenable polyethylene pillow pack bags featuring modified atmosphere packaging to extend the shelf life of the products

– The flow wrapper comprises a long dwell sealing head to assure hermetically sealed packs during high production speeds

• Clariant launched airless dispensing system for pharmaceutical sector

– Clariant Healthcare Packaging collaborated with PumpArt System to introduce an airless dispensing technology called Tubairless for the pharmaceutical sector

– The new dispensing system has been developed by combining an air chamber and a soft plastic pouch sealed within a flexible tube that is said to protect sensitive cream-based formulas from the adverse effects of outside air




Industrial Packaging Development: 2013-14 (contd.)

• Eastman expanded its medical packaging portfolio with copolyester launch

– Eastman Chemical introduced the new Eastalite copolyester into its medical packaging portfolio

– Eastalite is the first opaque copolyester offered by the company. The company said that for opaque rigid medical packaging, the new styrene-free copolyester can be a sustainable alternative to high-impact polystyrene (HIPS)

– The material was developed for applications such as work-in-progress trays, thermoformed pharmaceutical packaging and packaging for medical devices or kits

• Pure Flavor launched new packaging for food products

– North American produce company Pure Flavor introduced new packaging designs for its Aurora Bites Mini Peppers and Beefsteak Slicer Tomatoes products

– The company claimed that new packaging is more dynamic and vibrant in terms of colours and layout. It is also more environmentally friendly, cutting down on the use of plastic by up to 30%, in line with industry standards




Packaging Research & Studies: 2013-14

• Food packaging found to influence taste preferences for infants

– A new study has found that packaging aesthetics play a stronger role than branding in influencing the taste preferences of infants in the US

– University of Calgary professor Charlene Elliott asked 65 children to choose between food pairs that were presented in McDonald's, Starbucks, non-branded white and non-branded colourful wrapping

• MeadWestvaco released 2nd annual study on impacts of packaging in consumer shopping behaviour

– MeadWestvaco (MWV) released its 2nd annual study, “Packaging Matters”, on the impacts of packaging in consumer shopping behaviour, brand loyalty and overall product satisfaction globally

– The study revealed that packaging plays a major role in brick-and-mortar retail purchasing behaviours. Packaging Matters shows that:

• 64% of consumers have tried new brands because the packaging caught their eye

• 41% have purchased a product again because of the packaging

• 36% have switched to other brands after negative experiences with new packaging




Packaging Process Improvement: 2013-14

• Larger player like, MeadWestvaco aims to implement a Leaner Organization

– US-based packaging solutions company MeadWestvaco (MWV) announced a two-year programme designed to generate increased earnings and cash flow

– It plans to implement a leaner organisation design across its packaging businesses in order to simplify the structure and speed of decision making

– It also intends to align its corporate infrastructure to its revenue base and prioritise capital on the highest-return projects to improve free cash flow

– It aims to reassess participation, to focus on business lines and markets within packaging that provide an opportunity

– By the end of 2015, MWV's new programme is set to deliver annual pre-tax cost savings of $100-$125 million

• Packaging companies developed full lifecycle environmental tracking

– Unilever and UPM Raflatac together created the first lifecycle assessment (LCA) model to identify the environmental impact of packaging labels throughout the entire value chain

– The LCA model is helpful in finding the major environmental impacts of labels, and then applying strategies to reduce those impacts. It enables the companies to track their products from raw material through to consumer use and disposal




Packaging Process Improvement: 2013-14 (contd.)

• Companies partner to ease transition through FDA label changes

– FoodMinds joined with Nutrition Impact and EAS Consulting to create Food Label Compass, a service to help food and drinks companies navigate the Food and Drug Administration (FDA) overhaul of nutrition facts labels

– Because the FDA planned to update its 20-year-old label policies, presenting challenges and opportunities that companies will need to quickly understand and adapt to, Food Label Compass will harness the expertise of the founding firms to create a suite of nutrition analysis, regulatory consulting and strategic services

– The service will provide in-depth analysis of the food and nutrient content of clients' brands relative to the guidelines, and will be useful in identifying potential changes to serving size rules and assessing the impact of changes to daily values in order to build labels modified to reflect the new requirements





Executive Summary

Industry Analysis



Year of Establishment

Rev

en

ue

(in

mill

ion

)5

,00

01

00

50

Domtar and MeadWestvaco are the Oldest Players who Lead in Revenue within the Category

• Among the New Entrants, KapStone is the most prominent, while the oldest players like, Domtar and MeadWestvaco anyways led in the category in terms of high Revenue

20081840 1870 1890 1910 1930 1950 1970 1990

6,0

00

Competitive Landscape


Industry* Observes 0.26 Million as “Revenue Per Employee” and Burrows Paper Topped the List

• Small players like, Burrows Paper and Sharon Paper topped in Revenue Per Employee ratio within the competition of players (mix of both local and international players including small and big companies) which are considered in this analysis

Industry Benchmark = 0.26 million per employee

*Industry is purely based on 21 competitors considered in this

analysis and would be just a representative of

overall industry.


Summary of Competitors Products & Solutions

Word Cloud: Competitors Products and Solutions

• Within Paper & Packaging products and solutions category, some of the most common products that competitors have include – paperboard, cartons, blocking, wrapping, corrugated fibreboard, food grade papers, coated covers, dispensers, containerboard, corner board, envelops, flexible packaging, food containers, etc.


All Competitors: Overall SMQ

Social Media Quotient (SMQ) Analysis

• Out of 21 players considered for SMQ analysis, 5 players had no presence on any of the Social Media channels and are not shown on the chart

• Among all the competitors, Domtar (66.28) scored the maximum in SMQ followed by KapStone (60.91) and RockTenn (42.59)

Social Media Quotient (SMQ) measures a Brand’s performance on social channels. It is

calculated based on the analysis of “Presence & Performance” of various social

media assets; it takes into account-Connections/Followers/Public

posts, engagement level, influence, technology adoption etc.

SMQ score can either be calculated individually considering the industry

benchmark or in comparison with a pre defined group of competitors.


All Competitors: Facebook Score

Social Media Quotient (SMQ) Analysis: Facebook

• Out of 21 players considered for SMQ analysis, only 10 (48%) have Facebook presence

• Among those, KapStone (64.12) scored the maximum in Facebook Score followed by Tap Packaging (56.33) and Domtar (50)

Social Media Quotient (SMQ) measures a Brand’s performance on social channels. It

is calculated based on the analysis of “Presence & Performance” of various

social media assets; it takes into account-Connections/Followers/Public





All Competitors: Twitter Score

Social Media Quotient (SMQ) Analysis: Twitter

• Out of 21 players considered for SMQ analysis, only 9 (43%) have Twitter presence

• Among those, Domtar (40) scored the maximum in Twitter Score followed by KapStone (22.28) and Mailender (20.84)

Social Media Quotient (SMQ) measures a Brand’s performance on social channels. It is calculated based on the analysis of “Presence & Performance” of various


posts, engagement level, influence, technology adoption

etc. SMQ score can either be calculated individually considering the industry



All Competitors: LinkedIn Score

Social Media Quotient (SMQ) Analysis: LinkedIn

• Out of 21 players considered for SMQ analysis, 16 (76%) have LinkedIn presence

• Among those, Domtar (50) scored the maximum in LinkedIn Score followed by RockTenn (40)

Social Media Quotient (SMQ) measures a Brand’s performance on social channels. It is calculated based on the analysis of “Presence & Performance” of various






All Competitors: Wiki Score

Social Media Quotient (SMQ) Analysis: Wikipedia

• Out of 21 players considered for SMQ analysis, only 9 (43%) have Wiki pages

• Among those, Clearwater (30) and KapStone (30) scored the maximum

Social Media Quotient (SMQ) measures a Brand’s

performance on social channels. It is calculated based on the analysis of

“Presence & Performance” of various social media

assets; it takes into account-

Connections/Followers/Public posts, engagement

level, influence, technology adoption etc. SMQ score can either be calculated

individually considering the industry benchmark or in

comparison with a pre defined group of

competitors.


All Competitors URLs: Alexa Ranks

Competitors URLs: MeadWestvaco Website Has the Highest Alexa Rank Among the Competitors

• Among all the competitors considered in the analysis, the URL of MeadWestvaco led in Alexa Rank followed by RockTenn and Graphic Packaging

Alexa Traffic Rank is a

measure of a website's

popularity, compared with all the others out there

on the internet, taking

into account both the number of visitors and the

number of pages viewed on each visit. The lower

the Traffic Rank, the website is more popular and gets more

traffic.


All Competitors URLs: Page Ranks

Competitors URLs: MeadWestvaco Also Has the Highest Page Rank Among the Competitors

• Among all the competitors considered in the analysis, the URL of MeadWestvaco led in Page Rank (PR) followed by Domtar, Clearwater Paper and RockTenn

PageRank is a link analysis algorithm applied by Google that assigns a number or rank to each hyperlinked web page within the World Wide Web. The higher the

rank/number (1-10), more powerful the website in terms of

searchability.


Facebook Shares (No. of Times) of Competitors URLs

Competitors URLs: RockTenn Website Has Been Shared Maximum Times on Facebook

• Among all the competitors considered in the analysis, the URL of RockTenn was shared maximum times (316) on Facebook followed by Domtar and MeadWestvaco (164 times each)

(Note: The data collected was using Facebook Graph)


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Transcript of USA Paper & Packaging Industry