Definition and Function

of Food Packaging

Tanalyna Hasna, S.TP, M.Sc

• What is packaging?
• Function of food packaging?
• Types of food packaging that you familiar
with?
• What topics do you want to learn more?
(relate to food packaging)
Natural Food Packaging Materials
Packaging Development

Modern
Traditional

Natural

Causes of packaging development?

Introduction

Perishable

Characteristic of Seasonal
Food Material:
Production House Far from Market

PACKAGING
Definition of Food Packaging
UK institute of Packaging :

– Suatu sistem yang terkoordinasi pada penyiapan barang untuk

transportasi, distribusi, penyimpanan, pengeceran dan penggunaan
akhir
– Suatu alat untuk menjamin pengantaran yang aman ke konsumen
pada kondisi yang baik dengan biaya minimum
– Suatu fungsi tekno-ekonomi yang ditujukan untuk meminimalkan
biaya pengantaran sementara memaksimalkan penjualan (dan
tentunya keuntungan)
– Wadah atau tempat yang digunakan untuk mengemas suatu produk
yang dilengkapi dengan tulisan, label, keterangan lain yang
menjelaskan isi, kegunaan dan informasi lain yang perlu
disampaikan kepada konsumen
The Packaging refers to all those activities related to
designing, evaluating and producing the container for a
product. Simply, the box-like container, wherein the
product is stored to protect it from any physical
damage and at the same time attracting the customer
through its appeal is called as packaging.

Packaging obviously is closely

related to labelling and branding
because the label often appears on
the package and the brand is
typically on the label. A package
defines the space in which a
product is contained.
Packaging is the general group of activities which
concentrate in formulating the design of a package,
and producing an appropriate and attractive
container or wrapper for the product. Packing refers
to the wrapping and crating of goods before they are
transported or stored.

Packaging is the subdivision of the

packing function of marketing. It involves
more than simply placing products in
containers or covering them with
wrappers. Philip Kotler defines packaging
as an activity which is concerned with
protection, economy, convenience, and
promotional considerations.
Your product goes through a tough journey until delivered..
 Why should we
have standard for
packaging?

• Ensure the package’s safety

• Reduce the loss and damage during transit
• Reduce the number of return products
• Create good customer’s impression
• Contribute on the trust of customer
• Make online shopping habit
 Function of Food Packaging

• Packaging is aimed at attaining two basic

functions, the first to protect the product and
the second to promote the product.
• According to Philip Kotler, “protection,
convenience and economy were the three
traditional purposes attached to package.” But
in this modern era, we need to add all the
modern functions of packaging.
Function of Food Packaging

• Mempermudah pemakaian
• Memenuhi standar mutu produk (bentuk,
ukuran, bobot)
• Mengurangi terjadinya pencemaran &
penyusutan
• Memfasilitasi proses penyimpanan,
penggudangan, distribusi
• Packaging plays a very important role in
permitting primary packages to be
unitized into secondary packages, and
then to be unitized into tertiary
packages.
 Food
Packaging

Primary Secondary Tertiary

Highest potential on migrating
component from the packaging
to the food
Function of Food Packaging

Kerusakan Fisik Kerusakan kimia

• Permeasi gas • Oksidasi

• Kelembapan • Sinar Ultra violet
• Gesekan
Kerusakan Biologis
• Benturan
• Getaran • Bakteri
• Kapang
• Khamir
• Serangga
• Hewan pengerat
Function of Food Packaging

• Modern, industrialized societies have seen

tremendous change in lifestyle → the
packaging industry has had to respond to
those changes.
Create a demand for greater
convenience in household products
• Pre-prepared food → can be cooked or heated in a
very short time
• Condiments that can be applied simply
• Dispensers for sauces or dressings that minimize
mess
• Resealable openings on drink bottles
• Easy to hold
• Easy to open
• Pour as appropriate
Thus, packaging plays an important role in
allowing products to be used conveniently.
Function of Food Packaging
• Show the identity and information of
product
• Attract consumer
• Increasing profit
• Increasing competition whith other
manufacture
As a Medium of Communication:
1. Packaging should be attractive
2. It should project a favourable image of the product
3. It should sell itself, i.e. it should play the role of a salesman
4. It should act as a unique selling proposition
5. It should have labels with the information, like date of
manufacture, contents, net weight, expiry date, date of
packaging, etc
6. It should communicate on the usage of the product,
precautions, benefits of the product, etc
7. Lastly, it should not be deceptive or misleading in size/content
Function of Food Packaging

Packaging helps to distinguish from one brand to another.

It is mandatory that packages contain the name of the
product, the maker, the ingredients, date of manufacture,
expiry date, etc.

This function of packaging has the following advantages:

1. In a competitive market, unique presentation makes
products look different from competing brands
2. Package features communicate the product message
and motivate consumers to buy the product
Function of Food Packaging

• Self service
• Consumer affluence
• Brand recognition
• Innovative packaging
• The packaging enables the self-service, as in the
case of purchases done in the supermarkets and
retail mart the customers select the products on
their own without any assistance from the
retailers. Thus, the company must design its
product package in such a way, that it is capable
enough to draw customer’s attention towards it
• It helps in increasing the consumer affluence,
which means the customers are willing to pay
even more for the convenience, appearance,
dependability of the better packages

→ promotional appear
Promotional Appear:
• Products must sell themselves. This is
possible, if they are placed in more attractive
and eye – appealing packages. This has
resulted in a number of innovations which
appeal to the consumers
 The packages help in increasing
the brand recognition among the
customers. As soon as the customers see
the package, they can instantly relate it
to the company or brand
Contoh di Indonesia?

The innovative packaging also

helps in bringing huge profits and
benefits for the firm. Here, the
company gives a unique design to
its product package with the
intent to grab customer’s
attention
Contoh di Indonesia?
Function of Food Packaging
• Selling Tool : Packaging enhances the appearance
of the product. The design, colour, label, printed
matter, picture etc. all add value to the packaging.
For example- chocolates are always packed in
attractive packets and displayed to attract the
target group
• These activities concentrate on formulating a
design of the package and producing an
appropriate and attractive container or wrapper
for a product
• The container itself can act as a forceful though
silent and colourful salesman at the point of
purchase or an effective medium of
advertisement encouraging impulse buying
Recent Food Packaging

Re-Use:
• Nowadays several companies aim at providing “re – useable
container”, once the product have been completely used

Economy:
• Packaging should not create a financial burden for the
company. Consumers prefer economical packaging options,
because the packaging cost is included in the cost price.
Hence, the packaging should be made attractive, appealing
and economical
Summary…

The following are the important

essentials of packaging:
1. Protection
2. Dependable
3. Ease in Handling
4. Easy Identification
5. Convenience
6. Reasonable Cost
7. Attractiveness
Summary…

From the seller’s point of view:

1. Packaging is a sales tool
2. It identifies the maker as well as the product and
carries the brand name
3. The package label informs the buyer about inner
contents and how to use them
4. It is the biggest advertising medium
5. It moves the product at the point of purchase
6. It encourages impulse buying
7. It establishes a product image
8. It identifies the product with advertising
Summary…

As a Product:
1. It should protect the content from spoilage or
breakage
2. It should be easy to open, close, and dispense from
3. It should be safe to use
4. It should keep the product from deteriorating
5. It should be of proper size and shape
6. It should be reusable or be sold as a scrap
7. It should be economical cost wise
8. It should be available in sizes, appropriate to the
market segment reserved
 Packaging may be classified into :

1. Family Packaging
• When the product of a particular manufacturer is
packaged in an identical manner, it is known as
family packaging. The size, shape, colour, etc. of
the packages will be similar for all his products.
“Family brands” are made meaningful by using
family packaging also. In such cases, packaging
methods, materials used for packaging, the
appearance, etc. will be one and the same for all
the products of a firm
2. Re-Use Packaging
• Packages that could be used for some other
purpose after the packed goods have been
taken out or consumed, fall under the re-use
packaging. Vegetable oils, and wellness drinks
are being sold in re-usable plastic containers
of different shapes. Reuse packaging can
increase the sales value of the product
considerably
Various types of packaging cost are as follows:

i. Material cost:
It means the cost of the pack and quality control cost

ii. Storage and Handling Cost:

This include the handling cost of bulky packages, heavy
materials of construction, drums, etc

iii. Packaging Operation Costs:

This includes the cost involved in operations like, cleaning
the package product filling – closing, labeling – unitizing,
stenciling, handling cylindrical slums, etc
iv. Storage of Filled Packages:
This includes the cost incurred to shift the goods from one form of packaging to
another

v. Transportation Cost of Filled Packages:

This involves the transportation cost by sea, air etc. it depends on the size and volume
of packages

vi. Loss and Damage Cost:

It is related to the loss and damage during operation, transportation delivery

vii. Insurance Cost:

It varies depending on the vulnerability of package, to cover the risk in transportation

viii. Obsolescence Cost:

This cost involves when changes in the packaging materials, packages and labels
happen.

ix. Package Developmental Cost:

This include the evaluation cost, pilot test cost, field testing cost, consumer research
cost, feedback cost, final trial cos
 Social View of Packaging:
1. Pollution control is a burning issue in packaging particularly in Western
countries. Broken bottles, crushed cartons, and bent cans litter the
streets and choke municipal dumps. This has created the solid waste
problem in those countries. All packaging programmes must weigh
environmental and ecological issues.
2. Resource scarcity is another problem. The same precious natural
resources that are being wasted on non-returnable (disposable)
containers, e.g., soft drink bottles and beer bottles, later create litter and
pollution problem. Such a consumption pattern cannot be tolerated
now.
3. Among the resources which are being wasted, energy sources are the
most critical at present. Throwaway bottles use three times the energy
of returnable bottles. The efficient, energy-saving, returnable bottles
must be introduced.

??????? → comment down bellow

 Pemilihan Bahan Pengemas Pangan

1. Ketahui fakta tentang produk

• Menjawab pertanyaan : bagaimana produk

dapat rusak
• Informasi penting yang diperlukan :
– Sifat bahan pada produk
– Ukuran, bentuk dan berat
– Bagian yang lemah
– Bagian yang kuat
– Sensitifitas terhadap suhu dan air
Kenapa gak dibungkus dalam kemasan
besar???
Comment down bellow!!
2. Ketahui fakta tentang bahaya transportasi
• Apa yang terjadi selama transportasi?
• Poin penting yang perlu ditekankan :
– Jenis transportasi
– Tingkat pengawasan selama transportasi
– Bentuk transportasi
– Kondisi mekanis dan lamanya penyimpanan
– Perubahan iklim selama transportasi, penyimpanan ,
penjualan
 Distribution Hazard (A) mechanical hazard
Basic Hazard Typical circumtances

Impact Package dropped to floor during loading and unloading,

vehicle stopping and starting
Vibration From handling equipment, engine vibration from road
vehicle, machinery vibration on ships
Compression Static pressure in factory and store
 Distribution hazards (B) Climatic hazards
Basic hazard Typical circumtances

High temperature Direct exposure to sunshine, high ambient temperature,

proximity to boiler or heating system
Light Direct sunshine, UV exposure, artificial lighting

Liquid water Rain during transit, loading and unloading, condensation,

salt water puddles on dock
Dust Exposure to wind-driven particles of sand, dust, etc

Vapour Humidity of the atmosphere, both natural and artificial

 Distribution hazards (B) Other hazards
Basic hazard Typical circumtances

Biological A present of rodents in warehouse/transit sheds.

Contamination by Damage due to leaking liquid or granulated material

other goods
3. Ketahui fakta tentang pasar
• Untuk apa produk yang dijual, berapa kuantitasnya,
dimana dijual mengapa membutuhkan kemasan?
• Pertimbangan yang penting :
- Kemasan berhubungan dengan image produk
- Mudah dikenali
- Dibuat dari bahan yang tidak mudah luntur
- Dihubungkan dengan harga produk
 Pertimbangan Pasar
• Produk :
– Bagaimana kompetisinya : harga, berat yang dijual
• Tempat pemasaran
– Dept store, self service, doorstep, dll
• Konsumen:
– Umur, pria/wanita, pendapatan, status sosial, lokasi
• Kemasan :
– Bahan Kemasan utama, bahan kemasan untuk transportasi
• Kenyamanan penggunaan :
- Kemudahan membuka, menutup ulang, membawa, dan inspeksi
4. Ketahui fakta tentang bahan kemasan, bentuk,
mesin, dan tenaga kerja
• Bahan kemasan yang dipilih tidak harus yang
mempunyai biaya paling murah, tetapi yang
memberikan sumbangan optimal
• Pertimbangan yang penting :
• Harga bahan kemasan
• Harga alat, efisiensi, kecepatan, single atau
multiple
• Biaya tenaga kerja