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Trends in Active and Antimicrobial Packaging for Fresh Foods
Citation preview
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Future Markets forACTIVE AND ANTIMICROBIAL PACKAGINGTHE ITALIAN ACTIVE PACKAGING MARKET
ANDREA SENTIMENTI │ VICE PRESIDENTSALES & MARKETING │ GRUPPO FABBRI
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK1
ασ
ANDREA SENTIMENTI │
› Market and nature of active packaging in Italy
› Attitude of the Italian consumer towards active packaging and
MAP: case studies
› Developments in “breathable” films: case studies
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK2
Main topics
ασ
ANDREA SENTIMENTI │
› Market and nature of active packaging in Italy
› Attitude of the Italian consumer towards active packaging and
MAP: case studies
› Developments in “breathable” films: case studies
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK3
Main topics
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ANDREA SENTIMENTI │
› Active packaging: actively changes the condition of the packaged food
to extend life or to improve safety and sensory properties, while
maintaining the quality of the packaged products
› Intelligent packaging: monitors the condition of packaged foods to give
information about the quality of the packaged food during transport and
storage
Focus
› Why active and intelligent packaging systems developments are still so
limited in Europe?
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK4
Active packaging
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ANDREA SENTIMENTI │
Ultra-fresh products
› Meat & Poultry
› Fish
› Fruit & Vegetables
› Cheese
These market segments count for over 55% of the Italian food market and are the main fields of activity of our group.
Facts and figures reported, unless specified, are related to these
segments only.
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK5
Market segments
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ANDREA SENTIMENTI │
Active packaging status in ItalySource: GF survey
Technologies R&D projects Real applications
Modified Atmosphere Packaging
Equilibrium Modified Atmosphere Packaging
Oxygen Scavengers
Moisture Absorbers
Carbon Dioxide Emitters
Carbon Dioxide Scavengers
Ethylene Scavengers
Preservative Releasers
Flavour/Odour Absorbers
Lactose/Cholesterol Absorbers
TTIs, Spoilage/Pathogen indicators
Microwave Packaging
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK6
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ANDREA SENTIMENTI │
Bread and cereals
21%
Meat
25%Fish
7%
Milk, cheese and
eggs
15%
Oil and fat
5%
Fruit
7%
Vegetables
12%
Food products
0%
Coffee, tea and
cocoa
1%
Sugar, jam, honey,
chocolate and
confectionery
7%
Household expenditures for food : 118 bn. euro (2005)
Household expenditure for food by product (2005)
Household expenditure (million euro) and inflation rate (%)
103,333
105,861
109,146
113,320
115,407
117,578
2.6%
2.3%
2.6%
2.8%
2.3% 2.2%
95,000
100,000
105,000
110,000
115,000
120,000
2000 2001 2002 2003 2004 2005
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
Food expenditures Inflaction rate
CAGR: 1.69%
Inflation rate (avg.): 2.5%
Source: GF, Eurostat and Istat
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK7
The Italian food market
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ANDREA SENTIMENTI │
Fresh food Italian market 2005: 42 bn. Euro
9.2
40.6
4.28.6
30.6
6.8
9.9
25.7
5.1
8.9
38.6
11.8
10.1
23.4
5.4
9
39.6
12.5
10
22
6
9
40
13
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1996 2003 2004 2005
Others Traditional outlets Hard-discounts
Superettes Supermarkets Hypermarkets
Food market by distribution channels
93 113 115 118 Food market 2005 by product type
68%
50.2%
Grocery
64%
Fresh
36%
Source: GF processing based on Eurostat, Istat AC-Nielsen and Federdistribuzione
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK8
Italian Food market facts and figures
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ANDREA SENTIMENTI │
Potential market for active packaging
› Fresh foods
› Packed foodsFresh foods sold by
retail chains
Source: GF processing based on, Eurostat, Istat AC-Nielsen and Federdistribuzione
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK9
Market segment Retail sales (Euro) Packed units
(Estimation)
Meat & Poultry 15,700,000,000 3,200,000,000
Fish 2,150,000,000 200,000,000
Fruit & Vegetables 9,850,000,000 1,100,000,000
Cheese(*) 5,300,000,000 1,500,000,000
Total 33,000,000,000 6,000,000,000
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ANDREA SENTIMENTI │
0%
20%
40%
60%
80%
100%
Meat & Poultry Fish Fruit &
Vegetables
Cheese
MAP Other technologies
MAP is the only real applications of active packaging in Italy
MAP share vs. other technologies
MAP estimation:
1,300,000,000 units
Source: GF survey,
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK10
Italian Active packaging market
ασ
ANDREA SENTIMENTI │
› Market and nature of active packaging in Italy
› Attitude of the Italian consumer towards active packaging and
MAP: case studies
› Developments in “breathable” films: case studies
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK11
Main topics
ασ
ANDREA SENTIMENTI │
Attitude of Italian consumers
› Active packaging: – very low acceptance of any technology where there is “active contact” (migration …)
from packaging to food.– MAP (Protective Atmosphere in Italy) quite accepted since is using only “natural” gases – High acceptance of bio-packaging even if with lower shelf life.– Active packaging perceived as a “chemical preservative” – lower quality and higher
health risk.
› Intelligent packaging: – Acceptance by consumers.– Logistic chain not yet ready to manage the process.
Focus
› How long could be extended the shelf life of a fresh product before it looses his freshness perception?
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK12
ασ
ANDREA SENTIMENTI │
Italian consumers – case studies
› Fresh pasta: – Fresh pasta is available on Italian supermarket shelves in a 250g MAP
package (20 to 30 days of shelf life) at 6–7 Euro/Kg
– Fresh pasta is also available on the delicatessen department shelves in a 250g package (3 – 5 days of shelf life) at 11–12 Euro/Kg
› Price is indeed an important issue but the product with shorter shelf life and double price keeps the market with positive trends.
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK13
ασ
ANDREA SENTIMENTI │
Italian consumers – case studies (2)
› Sliced ham:
– Italian consumers prefer to purchase a 100–150g package of sliced ham
packed in MAP inside the delicatessen department (shelf life max 7 days)
rather than a “standard” 100–150g package of sliced ham packed in
MAP by an industrial supplier (minimum 20 days of shelf life).
› Italian consumers perception:– Fresh products with shelf life longer than 10 – 15 days are no more
considered very fresh and high quality ones.
– Price/value perception and relevant price positioning reflects this attitude.
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK14
ασ
ANDREA SENTIMENTI │
› Market and nature of active packaging in Italy
› Attitude of the Italian consumer towards active packaging and
MAP: case studies
› Developments in “breathable” films: case studies
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK15
Main topics
ασ
ANDREA SENTIMENTI │
“Active fresh foods”
Packaging for “ACTIVE” fresh foods
› Fresh produce products are “active” even after harvesting.
› They are “breathing” O2 generating CO2, H2O and heat
› O2 presence permits to run the natural metabolic functions while the absence increase the spoilage rate.
› Metabolic functions permit the product to ripen but after, reaching the optimal maturation level, drive it to spoilage.
› A natural way to extend the shelf life and to enhance the quality of fresh produce products is to Reduce the Breath Rate.
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK16
ασ
ANDREA SENTIMENTI │
“Breath rate management”
Breath rate is function of O2 and temperature
› The packaging has been developed in order to have a specified selective permeability to O2, CO2 and moisture
› The product “breaths”, the packaging avoids O2 to flow-in, reducing in this way the amount of O2 available inside the packaging.
› The reduced quantity of O2 reduces the breath rate.
› The CO2 level raises providing a baceriostatic effect
› Reached the optimal level of O2 and CO2 the packaging starts “breathing”
› A small quantity of O2 comes in and a desired amount of CO2 flow-outs keeping these values steady.
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK17
ασ
ANDREA SENTIMENTI │
This packaging has been proven to be able to extend the shelf life and to enhance the quality of fresh produce
without need of any preservative.
The product is “active”
The packaging is “activated” by the natural metabolic activity of the product.
The shelf life extended by reducing the breath rate and keeping the optimal values of O2, CO2 and moisture.
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK18
“Breathable films”
ασ
ANDREA SENTIMENTI │
Case study – “Vignola” cherry
› 250 g of premium “Vignola” cherries
› Packaging: “PE Breath” film
› Fruit snack – single portion
› Target: Kids and families with kids
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK19
ασ
ANDREA SENTIMENTI │
Case study – “Vignola” cherry (2)
21%
10%
6%
1% 1% 1%
6%7%
6%0%
0%
5%
10%
15%
20%
25%
Day 0 Day 2 Day 4 Day 8 Day 11
O2 CO2
Cherries after 10 days & gas trend
Packed with film
Unpacked same storage conditions Source: Università degli studi di MO e RE
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK20
ασ
ANDREA SENTIMENTI │
Fresh cut salad 300g bag in MAPGas mix at To = 3% O2 14% CO2
PEBREATH film Film PP
1.9%0.0% 0.0% 0.0% 0.0%
15.1%
19.1%22.4%
27.3%
31.3%
0%
5%
10%
15%
20%
25%
30%
35%
Day 0 Day 1 Day 4 Day 6 Day 8
O2 CO2
2.7%1.6% 1.1% 1.0% 0.9%
12.7%11.8%
10.2%
8.6%7.5%
0%
2%
4%
6%
8%
10%
12%
14%
Day 0 Day 1 Day 4 Day 6 Day 8
O2 CO2Source: GF & Customer Panel test,
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK21
Case study – “Fresh cut salad”
ασ
ANDREA SENTIMENTI │
Fresh cut salad – sensorial analysis
7,4
6,4
5,4
8,0
3,0
6,6
2
3
4
5
6
7
8
9
Day 4 Day 6 Day 8
PEBREATH PP
+3 days Shelf Life
+113%
Case study – “Fresh cut salad”(2)
7,3
3,8
7,1
5,0
7,5
4,9
7,0
6,1
0
1
2
3
4
5
6
7
8
Odour Turgor Rottenness Oxidation
PEBREATH PP
Source: GF & Customer Panel test,
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK22
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ANDREA SENTIMENTI │
› Gruppo Fabbri is a world leading manufacturer and marketer of innovative packaging solutions for fresh food market
› We create value to customer offering high quality machines, innovative materials and a global sales and service network.
About Gruppo Fabbri
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK23
4 Manufacturing plants & 9 Sales and service facilities in Europe
Dealers in 60 countries worldwide
0ver 30,000 machines installed in Europe
23 film extruders
30% EU market share in stretch PVC film
Consolidate turnover: 100 Million Euro (2005)
600 employees
R&D investment : 8%
12-13/09/2006INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK24
ANDREA SENTIMENTI │ VICE PRESIDENT
SALES & MARKETING │ GRUPPO FABBRI