We're past the halfway mark in 2015 and it's been another year of smart thinking from the packaging indus- try's innovators. From eye-catching luxury through to bright thinking for the busy on-the-go consumer, designers and technologists are continuing to rise to the challenges set by brand owners and retailers. There's plenty to report on but what's really driving packaging buyers andwhat's been on their mind this year? Packaging News has teamed up with Easy fairs, organiser of Packaging Innovations London and Luxury Packaging, to survey the market. Last year, the key driver in innovation was cost reduction - a familiar story of the past fewyears.In2015,costreduction again moves to the top of the pile but its neck-and-neck with differentiation from competitors.
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