By 2030, an estimated 70% of the world’s population will live in cities, which will consume the majority of the world’s raw materials and energy. Urbanisation and the growing middle class have led to changes in consumption habits. Fast-paced daily life, as well as the mixing of work and private time, has led to consumers looking for solutions to simplify daily life. Conscious consumers seek experiences but do not want to burden the environment with their choices.
In 2025, new packaging solutions meet the demands of new consumption habits and a fast-paced daily life. In addition to ecological factors, product safety, durability and lightness are competitive considerations for packers and retailers.
Packaging manufactured from wood fibre is produced energy efficiently from renewable raw materials. The packaging does not contribute to waste mountains, as its recyclability is superior to that of other packaging materials. Responsible packaging brings added value and is an integral part of a brand as well as a factor that increases sales.
Smart features are used in packaging. Smart packaging helps keep food fresher for longer and thus reduces food waste. The transport, storage, movement and display of packaging can be realised in space- and cost-efficient ways. Numerous luxury products, everyday items, food, hygiene products, pharmaceuticals and cosmetics are packed into paperboard packaging.
New generation's textile fibres
The clothing industry has been looking for materials manufactured from renewable raw materials. Finns have developed many alternative fabrics that can replace oil-based synthetic fibres and cotton. Wood-based fabrics replace oil-based synthetic fibres and cotton, the production of which requires a great deal of water and arable land, which could be used for food production. Fabrics made from wood-fibre are part of the product offering of textile manufacturers that have responsible business practices.
Birch-based next generation textile fibre is employed by the clothing industry. Different kinds of textiles are manufactured from dissolving pulp. The best known types are viscose, modal, rayon and lyocell. Cellulose fibrils can be woven into strong thread, which has been developed into new types of fabrics.
Paper is still a popular material used in high-quality magazines, which people read to find information, pleasure, and experiences as well as to take a break from everyday life. Different media creatively come together in advertising and product information. Traditional paper and digital smart paper bring consumers and brands together in innovative ways in both paper and packaging products.