After the design concepts have been conceptualized the fifth step in the packaging design process is the materials also known as the refinement step. The chosen materials for the packaging should have the ability to act as a protected layer that preserves and function as a marketing tool and distribute food (Marsh & Bugusu, 2007; Raheem, 2012). The correct material is a critical choice as the food constantly interact and come in contact with the material which can affect the product to change, until the product has been consumed (Marsh & Bugusu, 2007; Raheem, 2012). Packaging material generally consists out of two types namely flexible or rigid (Raheem, 2012). Containers categorized as rigid comprise of materials such as glass, tins, plastic, cans, wood, pottery and drums (Marsh & Bugusu, 2007; Raheem, 2012). These materials function as a physical protection outer layer. On the other hand, the flexible materials form part of the inner layer creating a seal for the food in the inside. These materials consist of options like plastic films, foil, papers, cloths and fibres made out types of vegetables (Marsh & Bugusu, 2007; Raheem, 2012).
Another aspect one has to take into consideration is the complete packaging life cycle and how it affects the environment (Silvestre et al., 2011). This life cycle stretch from the raw material obtaining to the production line, transporting and delivering systems up until the product is purchased, consumed and disposed of (Chaffee and Yoros, 2007). An aspect that builds on the life cycle evaluation is the cradle-to-cradle concept of a zero impact on the future generations, this sustainability objective focusses on material and energy recovery (McDonough and Braungart, 2002). Innovators are constantly experimenting to develop new packaging materials to contribute to this sustainability objective (Raheem, 2012). It has been established that the foremost consumer requests are – convenience packaging that contributes to making life easier, quality in the form of product and enhanced shelf life and lastly recyclability packaging materials focusing contributing to the decrease in the environmental impact (Mergaert and Swings, 1996; Tokiwa et al., 2009, Thompson et al., 2009; Fox, 1989).
PREMIUM
The pleasant smell of a product and its influence on ‘premiumness’ needs to be considered carefully (Velasco & Spence, 2019). In the case of coffee the product can be smelled through the packaging for many of the brands, however starting to add smell to the product package might create the expectation that it will influence the customer’s evaluation of the brand with the condition that this sensory element must not be unpleasing can then become a specific feature of the product (Velasco & Spence, 2019).
GREEN
The influence of the environment on customers is an essential matter for business to take into consideration. In modern times all the economic entities (governments, businesses, households) taker note of environmental issues and how to solve them. Many countries have promulgated regulations and legislation on the use of materials and trade practices (Maffei & Schifferstein, 2017). The process of coffee farming has been enhanced to lessen the impact on the environment and improve sustainability in the production of coffee. This improvement process commences from the extracting of the coffee to the design of the package (Salomone, 2003). It is introducing an improved application of the coffee packaging material by using biodegradable and recycled materials that cause less pollution (Salomone, 2003).
ECO-FRIENDLY PACKAGING
Packaging classified as eco-friendly is composed out of recycling, biodegradable materials which decrease the amount of waste of ecological resources for manufacturing. Manufacturing that follows an eco-friendly process has the ability to produce a more proficient reduction of resources and harmful impact on the environment (Go Green Food Packaging, 2020).
These were the consumers’ material perceptions from the survey that represents premium coffee quality packaging and consumer rated 4-star importance for smell:
From the coffee packaging requirements, consumer perceptions and the eco-friendly considerations, materials choices that overlap these requirements and that are found in South Africa are listed and discussed below:
GLASS
The components that are used to construct glass are limestone, soda, sand and silica, melted together and moulded while in a hot state (Welt, 2005). According to the Design for Recycling for Packaging and Paper in South Africa, it was established that glass can be recycled infinitely while it recollects the original properties during the process. It further never decays and the recycling saves energy and carbon emission reductions during the manufacturing of new glass packaging (Packaging SA, 2017).
FOIL PAPER
The naming convention of foil paper is also known as aluminium foil or tin foil in South Africa. Foil paper in its basic form is aluminium constructed into thin metal leaves. Foil paper structurally is designed for packaging to act as a protection layer against aspects such as oxygen, light, moisture, odours and germs. It has the characteristics to be easily rolled, folded or packed (Packit, 2020). Aluminium has the ability to be recycled indefinitely while keeping its inherent quality (Packaging SA, 2017).
PAPER & PAPERBOARD
The components that compose paper and paperboard are a sheet material made out of an interlaced network of cellulose fibres gathered from wood. These fibres are made into a pulped mixture further treated and bleached with chemical elements and strengthened agents (FCIS report, 2011). It is found that paper has good characteristics to be printed upon and be biodegradable (FCIS report, 2011). Three options of paper to look at are ‘kraft paper’ the strongest of all papers (Raheem, 2012), paperboard even thicker layered paper that has a higher weight per unit (Soroka, 1999; Marsh and Bugusu, 2007), and lastly white board several thin layers which are typically used as the inner layer of carton (Raheem, 2012).
Paper Manufacturers Association of South Africa (PAMSA) is acknowledged as the ‘voice of the pulp and paper industry’ and promotes the use of paper as a renewable, recyclable and versatile material for communication, packaging and a myriad of other applications. All manufactured paper is 100% recyclable without any added foil or wax layers (Packaging SA, 2017).
RECYCLABLE PLASTIC
Recyclable plastic is a thermoplastic starch (TPS) high barrier recyclable material that is made with level 4 recyclable low-density polyethylene (LDPE) (Packaging SA, 2017). It is designed to have the same protection as flexible packaging materials keeping the product at the highest level of freshness. The recyclable plastic fulfils the requirements of food interaction regulations and has versatility in design and recyclable processes (The Pouch Shop, 2020).
WOOD CELLULOSE
Another biodegradable material is clear cellulose material made from renewable and natural FSC certified sustainable wood fibre (Green Home, 2020). This material has the ability to be heat sealed and has a high barrier to aspects such as grease, air and bacteria. This material is classified to have a lower carbon footprint than petroleum-based plastic and can further be composted from home, commercial compost facilities or worm farms (Green Home, 2020). The manufactures of this material only use sustainable tree harvesting to create this material contributing to the balance of the ecosystem (Green Home, 2020).
WAX
Another food and packaging coating layer material is wax. Most waxes are made from petroleum such as paraffin candle wax and are used to make candles, wax paper, lubricants and other products. More regular waxes are made as printing ink, coatings, adhesives, laminated paper and many other products as well. Natural wax that has a more natural toxic chemical-free characteristic are natural candle wax such as beeswax, coconut wax, soy wax and palm wax, these are found to be more expensive (Home made candle creations, 2020).
