Packaging and Containers

Industry Update: 20.01.2021

Vertical: Packaging and Containers
Type: B2B
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Packaging and Containers, what are we seeing?

Brands are transitioning to compete in online product selection environments. Packaging focus is shifting from in-store to digital presentation. As a result, we are seeing significant demand for new/revised product packaging, including bulk packaging variants to satisfy consumer demand. There is also the emergence of a fresh debate over the necessity to cover food, with some retailers option to do this now as a COVID-19 safety measure.

We also forecast the emergence of, and rapid transition to two new packaging types:
(1) low cost “delivery only” packaging. Suitable for efficient warehousing and distribution with minimal promotional content and reduced production cost.
(2) low transmission packaging, made from materials with a certifiable reduction in disease spread, due to lower surface survival rates. I.E. COVID 19 generally perishes within 24 hours on cardboard, but can survive nearly 3 days on plastic. Demand for plastic will therefore reduce (and may even be regulated out). Certain new materials perform significantly better than cardboard.

What do these businesses need to do now?

1. Adjust your business targeting

We’re seeing no change to targeting within this sector.

2. Review your marketing channels
B2B Direct Mail




Paid Search


Tradeshows and Exhibitions


Awards Circuit


Door to door sales


Word of mouth


Social Media


Digital Outreach i.e. B2B prospecting


3. Revise your proposition

To explain how your services or solution fits in a post COVID-19, recycle friendly World.

We are seeing providers accentuating flexibility, speed, quality and (for physical packaging) safer surface solutions.

4. Revise your messaging

Because this sector is evolving very quickly, it is important that your messaging reflects how your business is reacting.

Focus on how you can help your customers and prospects with solutions to the challenges that COVID-19 is throwing up. Touch on capturing and servicing unmet demand. With high demand products and services, talk about service levels and accentuate on flexibility and turn-around.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

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Nick Washington-Jones, Managing Director, Tack UK

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