Expert Guide to Flexible Packaging

"What is flexible packaging?" is a common question for brands looking for packaging that molds to their needs. Flexible packaging is a modern solution for products across diverse industries, from foodstuffs and herbs like cannabis to pharmaceuticals.

Companies choose flexible packaging solutions for many different reasons. Customer convenience, product preservation, and the opportunity for customized design are just some of the reasons flexible packaging is ever-growing in popularity.

Flexible Packaging Explained

Flexible packaging is made from materials like plastic films, foil, or paper. These can be bent or folded without losing strength. Unlike rigid packaging (like boxes or glass jars), flexible packaging conforms to the shape of the product it holds. This makes it lighter, more space-efficient, and often more cost-effective. Common types include flexible pouches, sachets, stick packs, and wraps.

One of the biggest advantages of flexible packaging is its versatility. It's used in various forms across a wide range of industries, including food and beverages, pet products, sports nutrition, cannabis, and nutraceuticals. Stand-up pouches with resealable zippers, spouted pouches for liquids, and child-resistant pouches to provide product safety for restricted or potentially hazardous items are examples of how flexible packaging adapts to product and consumer needs.

Flexible packaging is increasingly favored by eco-friendly brands. It often generates lower production and transportation emissions because it uses less material than rigid packaging. Many modern flexible packages are recyclable or recycled, reusable, or made from bio-based films. This contributes to more sustainable supply chains.

Main Differences Between Flexible and Rigid Packaging

Flexible packaging and rigid packaging differ primarily in their structure, materials, and overall function. Flexible packaging is made from materials like plastics, foil, or paper. It is designed to change shape when filled or handled, making it lightweight and efficient for storage and transport.

Rigid containers, like glass or plastic bottles, cans, and boxes, are made from solid materials. They maintain a fixed shape and provide a high level of durability and protection.

The main differences between flexible and rigid packaging are:

• Structure and Form: Flexible packaging is malleable and adaptable, while rigid packaging holds a firm, predetermined shape.
• Weight: Flexible packaging is significantly lighter, which reduces transportation costs and fuel consumption. 
• Space Efficiency: Flexible packaging takes up less space when empty and can be packed more tightly. This optimizes storage and shipping. Rigid packaging is bulkier and less space-efficient.
• Material and Cost: Flexible packaging tends to be more cost-effective as it requires fewer materials to produce. 
• Sustainability: Each has different environmental impacts. Flexible packaging uses less material but can be more difficult to recycle. Rigid packaging, particularly glass and aluminum, is often easier to recycle and reuse.

Different Types of Flexible Packaging

Different types of flexible packaging offer varying ways for companies to store and showcase their product optimally. Their adaptability makes them a perfect option for products from most industries. The most common types of flexible packaging are:

Flexible Pouches

Many businesses choose pouch packaging because it's lightweight, space-efficient, and cost-effective to produce and ship. Pouches also offer excellent branding potential with large printable surfaces, can be made from eco-friendly materials, and work for a wide range of products while providing strong protection and resealability for convenience.

Popular types of pouches include:

• Stand-Up Pouches: Features a flat, gusseted bottom that allows it to stand upright on shelves, making products more visible and appealing to customers.
• Spouted Pouches: A built-in spout and cap facilitate easy pouring, dispensing, and resealing of liquid or semi-liquid products.
• Lay-Flat Pouches: These pouches are designed to lie flat when filled, making it ideal for compact storage and single-serve or lightweight products. 

Other Types of Flexible Packaging

Flexible packaging extends beyond pouches and includes:

• Form-Fill-Seal (FFS) Bags: FFS bags are packaging made by machines that form the bag from a flat roll of film, fill it with product, and seal it in a continuous process. This streamlines production and reduces packaging costs.
• Shrink Film: A plastic material that tightens around a product when heat is applied. The result is a secure, tamper-evident wrap. It's commonly used on products where tamper evidence, product protection, and a tight, professional-looking wrap are important.
• Stick Packs: Great for sample packs or single-serve portions.
• Sachets: Sachets tend to hold single-serve portions of products that can lie flat, like powders or tea bags.

Most Common Flexible Packaging Materials

Several types of materials are used in the flexible packaging industry. The best choice for your product will depend on how each material maintains the quality of your goods and fits your brand's aesthetic.

Top material choices for flexible packaging include:

Polymer Films

Polymer films are thin layers of plastic material. They're flexible and lightweight while offering strength, transparency, barrier resistance, and heat sealability. Common types include polyethylene (PE), polypropylene (PP), polyethylene terephthalate (PET), and polyvinyl chloride (PVC). 

PET comes in both clear and metalized forms. Both options offer robust, flexible packaging options. However, the extra layer of metal (usually aluminium) on metalized PET offers enhanced barrier qualities, reflectivity, and heat resistance. The extra protection it offers makes it a great choice for packaging perishable foods or extending the product shelf life of anything from cannabis buds to pet food.

Polymer films play many different roles in flexible packaging:

1. Food Packaging: Polymer films provide excellent barriers against moisture, oxygen, and light, helping extend shelf life. 
2. Protective Layers: PET or PVC films protect labels, surfaces, or inner contents from damage or contamination.
3. Form-Fill-Seal Applications: These films are used in automated packaging lines.
4. Printed and Decorative Packaging: Many polymer films serve as printable surfaces for branding, instructions, or regulatory labeling in high-quality retail packaging. They are ideal for companies looking to stand out with premium prints and embellishments.

Bioplastics

Bioplastics are a type of plastic material made from renewable biological sources like corn starch, sugarcane, or vegetable fats rather than fossil fuels like petroleum. They're similar in function to conventional plastics but with a much smaller environmental footprint.

Bioplastics fall into two main categories:

1. Bio-Based Plastics: Made from biological materials (e.g., PLA from corn) but may not necessarily be biodegradable.
2. Biodegradable Plastics: Designed to break down naturally through microbial activity, and may or may not be made from bio-based materials.

Not all bioplastics are both bio-based and biodegradable. However, they are often seen as a more sustainable alternative to traditional plastics, especially in packaging, agriculture, and disposable consumer goods. According to a report from European Bioplastics, about 43% of 2.18 million tons of bioplastics manufactured in 2023 were created for the packaging market. This push for more sustainable packaging materials is even being embraced by global giants like Coca-Cola, Ford, and Lego.

Post-Consumer Recycled (PCR) Material

PCR refers to products—often plastics, paper, or metals—that have been collected, processed, and reused after consumers have finished using them. These materials are cleaned, broken down, and transformed into raw material that can be used to make new packaging, containers, or other products instead of going to landfills or incinerators.

PCR plastic is popular for packaging because it reduces reliance on virgin plastic made from fossil fuels and lowers greenhouse gas emissions. Incorporating PCR into your packaging is both an eco-friendly and brand-friendly move for businesses. It meets the growing consumer demand for sustainability while helping companies meet environmental regulations and corporate social responsibility goals.

Aluminum Foil

Aluminum foil is commonly used in the cosmetic, pharmaceutical, confectionery, and food industries. Foil is a durable material that maintains its flexibility. This means it can be molded into many different forms, like trays, cans, lids, and blister packs.

Kraft Paper

Kraft paper offers elasticity and high tensile strength. It’s ideal for packaging a range of different products like cement, flour, and many other consumer goods. Kraft paper is typically used in the form of multiwall paper bags or sacks.

Flexible Packaging and Sustainable Materials

Environmental concerns are driving many companies to rethink the materials they use in their packaging. 40% of the plastics used within the EU are in packaging, and the average EU citizen generated 186.5 kg (411 lb) of waste in 2022. The impact of plastic packaging in the U.S. is also significant, with containers and packaging contributing 14.5 million tons to municipal solid waste in 2018. 

The huge environmental toll of non-recyclable plastic packaging is bringing about change on both sides of the Atlantic. This change is starting with consumers and businesses.

There are two main reasons for making sustainability a priority when comparing packaging options:

• The Packaging and Packaging Waste Directive (PPWD) is an EU directive that aims to make all packaging on the EU market recyclable by 2030. This includes imposing restrictions on some single-use plastics and minimizing the overall weight and volume of packaging. The Plastics Pact is an initiative pushing for similar pledges in the United States.
• Several studies have found that green packaging has a positive influence on consumer behavior. Consumer attitudes to ethical consumerism mean they're more likely to be satisfied with products purchased from environmentally responsible companies.

Savvy companies understand that environmental responsibility is important for customer satisfaction. A growing demand for sustainable packaging is likely to shape companies' approach to flexible packaging in the coming years.

When to Choose Flexible or Rigid Packaging

Consider the following when deciding between flexible and rigid packaging.

Choose Flexible Packaging When…	Choose Rigid Packaging When…
Portability and lightweight shipping are priorities.	The product is fragile and needs a durable outer layer (e.g., glass bottles sold inside secondary packaging).
You want customizable shapes, sizes, and printing for branding impact.	The product must stack or display neatly without support (e.g., canned goods).
You’re aiming to reduce material use, lower environmental impact, and minimize waste.	Long-term product stability requires the hard barrier and enhanced product protection offered by rigid materials (e.g., chemicals).
The product is consumed on the go (snacks, single-serve drinks, travel-size items).	Consumer perception is linked to a premium, sturdy feel (e.g., luxury cosmetics).
Space efficiency in storage and shipping is important.	Product weight is high and needs structural support (e.g., large beverage jugs).
You need resealable, easy-open features for consumer convenience.	Packaging reuse or repurposing is part of your brand identity or appeal (e.g., collectible tins).

Flexible Packaging Across Industries

Flexible packaging offers the ideal solution for companies across a wide range of industries. Their wide appeal makes them ideal for grocery, retail, or industrial applications.

Natural Products

The materials and design of natural product packaging should reflect the reasons why consumers choose products made with wholesome ingredients. Environmental concerns and health consciousness are two important reasons consumers choose natural products. Your natural product packaging should therefore reflect these concerns, with conscientious and wholesome design taking the fore. 

Flexible packaging offers great scope for packaging your natural products:

• Stand-up pouches are great options for spices, dietary supplements, or natural or organic snacks. 
• Stick packs are ideal for offering samples or for single-serve portions of your natural product. 
• Lay-flat pouches are the way to go for products that suit slim-format packaging, like teas.

Reflect the high-quality nature of your product with a classy, understated design, premium printing methods and materials, and custom embellishments like silver or gold foil. 

Snack and Food Products

Your snack and food product packaging must showcase the taste, quality, and freshness of your products. It must also protect the characteristics that make it unique and desirable, like its texture or shape. The right design and materials must also convey your brand’s values, whether they focus on indulgence, health, or sustainability.

Flexible packaging offers versatility and performance for a wide range of snack and food applications:

• Stand-up pouches are perfect for chips, dried fruits, granola, or baked treats, offering excellent shelf presence and resealability to keep products fresh.
• Stick packs are ideal for portion-controlled snacks, drink powders, or condiments, giving customers convenience without excess packaging.
• Lay-flat pouches work well for flat-format products like tortillas, cookies, or frozen items, making them easy to stack and store.

Highlight your brand’s personality with eye-catching graphics, vibrant colors, and finishing touches such as matte textures, spot UV, or metallic accents.

Sports Nutrition

Athletes need packaging that provides quick and easy access to products that boost their workouts. Your sports nutrition packaging should protect product integrity, deliver on-the-go convenience, and reflect the high-energy, results-driven lifestyle of your audience.

Flexible packaging offers the durability, portability, and functionality that sports nutrition products demand:

• Stand-up pouches are ideal for recovery blends or meal replacements. 
• Stick packs are perfect for pre-workout formulas, hydration mixes, and electrolyte powders.
• Lay-flat pouches suit sample portions or compact packaging needs, making them efficient for shipping and storage.

Pet Food

Your pet food packaging should protect freshness, make feeding easy, and communicate the care and quality that goes into every product. Pet food is often heavy and comes in large quantities. Convenience, durability, and product protection must therefore be priorities.

• Stand-up pouches are perfect for dry kibble, soft chews, or training treats, with resealable closures to lock in freshness and flavor.
• Stick packs work well for portion-controlled wet food toppers, nutritional supplements, or travel-friendly snacks.
• Lay-flat pouches are ideal for jerky treats, single-serve wet food, or sample packs, maximizing storage efficiency.

Include inviting designs, warm colors, and premium touches like clear windows to stand out on the shelf.

Cannabis and Infused Edibles

Flexible cannabis packaging needs to maximize cannabinoid, terpene, and aroma preservation. Many states also require that cannabis packaging be opaque (rather than see-through) and may limit the types of colors that can be used in the design. Flexible packaging is popular for the following cannabis applications:

• Stand-up pouches for cannabis buds, infused baked goods, and gummies. Child-resistant closures keep your packaging compliant.
• Single-serve wrappers like sachets and stick packs are perfect for pre-rolls and infused chocolate.
• Lay-flat pouches are often used for ground cannabis flower and gummies.

Nutraceuticals

Flexible nutraceutical packaging must preserve product potency, ensure safety, and project a professional, credible image that inspires confidence.

• Stand-up pouches are ideal for powdered supplements, functional foods, or herbal blends, with resealable closures to maintain freshness and efficacy.
• Stick packs are perfect for single-serve vitamins, drink mixes, or energy boosters—lightweight, portable, and easy to open on the go.

Reinforce your product’s premium and science-backed nature with clean, modern designs and sophisticated color palettes.

Flexible Packaging Is the Future of Product Presentation

Flexible packaging has become an essential choice for brands seeking a balance between performance, price, design, and sustainability. Its adaptability across industries makes it a versatile solution that meets both functional and marketing needs. 

Flexible packaging empowers companies to protect their products, communicate their brand values, and connect with modern consumers. As innovation in materials and printing continues, flexible packaging will remain at the forefront of packaging strategies for businesses that want to stand out on the shelf.