2019/11/22 The Pouch Re-Closure Conundrum

The Pouch Re-Closure Conundrum
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3M is an industry leader in packaging solutions. We have a complete set of solutions including sealing boxes, label protection, patching, identification security, branding and much more.  
Re-closures are a problem for many. From consumer research done at 3M, we’ve heard consumers saying, “I try to re-close my package, but it never works! So, I transfer it to a different bag.” We also have heard manufacturers say: “Closure is the weakest part of packaging. 90 percent of complaints about packaging come from the zipper.”

When 3M hears complaints from all parts of the value chain, our ears perk up. Can we solve these issues? We dug into the research to find out more.

Packaging is the one piece of branding that has the honor and the privilege of living alongside the consumer in their home. The consumer’s experience with that package is important:
  • 60 percent of consumers purchased a product because of packaging functionality1
  • 57 percent of consumers who are completely satisfied with packaging are more likely to purchase and use a product frequently2
Re-closure plays an outsized role in consumer acceptance of packaging due to two important trends: snackification and freshness. Through our research we found that:
  • 48 percent of US consumers between 18-34 prefer eating meals on the go3
  • 44 percent of US consumers said convenience is more important than cuisine4
  • 68 percent of consumers identified freshness as a key packaging feature5
Consumers frequently eat on-the-go and demand freshness in their products. The only way to satisfy this need is through re-closure. However, re-closure performance is still not where it needs to be. Only 48 percent of consumers are satisfied with current reclose/reseal options6

With this understanding of the needs and limitations of the market, 3M built a re-closure that meets the needs of both consumers (easy to close, has a closure cue and works over time) and manufacturers (easy and fast to apply, low cost).

As the world leader in micro hook production for the diaper industry, 3M leveraged one of its core competencies to develop the hook-to-hook 3M™ Grip Lock Strip. This new technology is designed with both consumers and manufacturers in mind. It is up to 60 percent thinner than the competition, enabling faster run rates and machine modifications for manufacturers. The closure also offers easy open-and-close performance and tactile feel for consumers.