Trends in Active and Antimicrobial Packaging for Fresh Foods

1. Future Markets for
ACTIVE AND ANTIMICROBIAL
PACKAGING
THE ITALIAN ACTIVE PACKAGING MARKET
ασ
ANDREA SENTIMENTI │ VICE PRESIDENT
SALES & MARKETING │ GRUPPO FABBRI
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
1

2. ασ
Main topics
› 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
ANDREA SENTIMENTI │
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
2

3. ασ
Main topics
› 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
ANDREA SENTIMENTI │
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
3

4. ασ
Active packaging
› 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?
ANDREA SENTIMENTI │
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
4

5. ασ
Market segments
Ultra-fresh products
›
›
›
›
Facts and figures reported, unless
specified, are related to these
segments only.
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.
ANDREA SENTIMENTI │
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
5

6. ασ
Active packaging status in Italy
Technologies
Source: GF survey
R&D projects
Real applications


Equilibrium Modified Atmosphere Packaging


Oxygen Scavengers

Modified Atmosphere Packaging
Moisture Absorbers
Carbon Dioxide Emitters
Carbon Dioxide Scavengers

Ethylene Scavengers
Preservative Releasers

Flavour/Odour Absorbers
Lactose/Cholesterol Absorbers

TTIs, Spoilage/Pathogen indicators

Microwave Packaging
ANDREA SENTIMENTI │
12-13/09/2006

INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
6

7. ασ
The Italian food market
Source: GF, Eurostat and Istat
Household expenditures for food : 118 bn. euro (2005)
Inflation rate (avg.): 2.5%
120,000
117,578
2.8%
2.6%
2.6%113,320
115,000
115,407
2.3%
2.5%
2.2%
2.3%
109,146
110,000
2.0%
105,861
105,000
3.0%
1.5%
103,333
1.0%
100,000
CAGR: 1.69%
95,000
0.5%
0.0%
2000
2001
2002
Food expenditures
2003
2004
2005
Coffee, tea and
cocoa
Food products 1%
0%
Bread and cereals
21%
Vegetables
12%
Fruit
7%
Oil and fat
5%
Milk, cheese and
eggs
15%
Fish
7%
Meat
25%
Inflaction rate
Household expenditure (million euro) and
inflation rate (%)
ANDREA SENTIMENTI │
Sugar, jam, honey,
chocolate and
confectionery
7%
12-13/09/2006
Household expenditure for food by product
(2005)
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
7

8. ασ
Italian Food market facts and figures
Food market by distribution channels
93
100%
113
6.8
115
11.8
12.5
13
38.6
39.6
40
8.9
5.1
9
5.4
9
6
25.7
23.4
22
9.2
9.9
10.1
10
1996
2003
90%
80%
30.6
50.2%
70%
60%
50%
8.6
4.2
40%
30%
40.6
20%
10%
Food market 2005 by
product type
118
68%
Fresh
36%
Grocery
64%
0%
2004
2005
Others
Traditional outlets
Hard-discounts
Superettes
Supermarkets
Hypermarkets
Fresh food Italian market
2005: 42 bn. Euro
Source: GF processing based on Eurostat, Istat AC-Nielsen and Federdistribuzione
ANDREA SENTIMENTI │
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
8

9. ασ
Potential market for active packaging
› Fresh foods
Fresh foods sold by
retail chains
› Packed foods
Market segment
Retail sales (Euro)
Meat & Poultry
Packed units
(Estimation)
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
33,000,000,000
6,000,000,000
Total
Source: GF processing based on, Eurostat, Istat AC-Nielsen and Federdistribuzione
ANDREA SENTIMENTI │
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
9

10. ασ
Italian Active packaging market
MAP is the only real applications of active packaging in Italy
100%
80%
MAP estimation:
60%
1,300,000,000 units
40%
20%
0%
Meat & Poultry
Fish
MAP
Fruit &
Vegetables
Cheese
Other technologies
MAP share vs. other technologies
ANDREA SENTIMENTI │
12-13/09/2006
Source: GF survey,
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
10

11. ασ
Main topics
› 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
ANDREA SENTIMENTI │
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
11

12. ασ
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?
ANDREA SENTIMENTI │
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
12

13. ασ
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.
ANDREA SENTIMENTI │
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
13

14. ασ
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.
ANDREA SENTIMENTI │
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
14

15. ασ
Main topics
› 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
ANDREA SENTIMENTI │
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
15

16. ασ
“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.
ANDREA SENTIMENTI │
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
16

17. ασ
“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.
ANDREA SENTIMENTI │
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
17

18. ασ
“Breathable films”
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.
ANDREA SENTIMENTI │
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
18

19. ασ
Case study – “Vignola” cherry
› 250 g of premium “Vignola” cherries
› Packaging: “PE Breath” film
› Fruit snack – single portion
› Target: Kids and families with kids
ANDREA SENTIMENTI │
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
19

20. ασ
Case study – “Vignola” cherry (2)
Cherries after 10 days & gas trend
25%
21%
20%
15%
Packed with film
10%
10%
7%
5%
0%
6%
6%
6%
1%
1%
1%
0%
Day 0
Day 2
Day 4
O2
Unpacked same storage conditions
ANDREA SENTIMENTI │
Day 8
Day 11
CO2
Source: Università degli studi di MO e RE
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
20

21. ασ
Case study – “Fresh cut salad”
Fresh cut salad 300g bag in MAP
Gas mix at To = 3% O2 14% CO2
PEBREATH film
Film PP
14%
35%
12%
30%
10%
12.7%
11.8%
10.2%
8%
27.3%
20%
22.4%
8.6%
6%
4%
31.3%
25%
7.5%
2.7%
19.1%
15%
1.1%
1.0%
2%
0.9%
0%
10%
15.1%
5%
1.6%
1.9%
0.0%
0.0%
0.0%
0.0%
Day 1
Day 4
Day 6
Day 8
0%
Day 0
Day 1
Day 4
O2
ANDREA SENTIMENTI │
Day 6
CO2
Day 8
Day 0
Source: GF & Customer Panel test,
12-13/09/2006
O2
CO2
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
21

22. ασ
Case study – “Fresh cut salad”(2)
Fresh cut salad – sensorial analysis
PEBREATH
PP
PEBREATH
9
8
7
8
8,0
6,6
6
3
4
5,4
+113%
4
5
3,0
4,9
3,8
3
1
0
2
Day 6
5,0
2
+3 days Shelf Life
Day 4
7,0
6,1
6
6,4
7,5
7,1
7
7,4
5
7,3
PP
Day 8
Odour
Turgor
Rottenness Oxidation
Source: GF & Customer Panel test,
ANDREA SENTIMENTI │
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
22

23. ασ
About Gruppo Fabbri
› 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.
Consolidate turnover: 100 Million
Euro (2005)
600 employees
R&D investment : 8%
0ver 30,000 machines installed in Europe
23 film extruders
30% EU market share in stretch PVC film
4 Manufacturing plants & 9 Sales and service facilities in Europe
Dealers in 60 countries worldwide
ANDREA SENTIMENTI │
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
23

24. ANDREA SENTIMENTI │ VICE PRESIDENT
SALES & MARKETING │ GRUPPO FABBRI
12-13/09/2006
INTERTECH-PIRA CONFERENCE AND WORKSHOP
COPTHORNE TARA HOTEL, KENSINGTON, LONDON, UK
24