RESEARCH IN INNOVATIVE PACKAGING TECHNOLOGIES

Abstract

The article considers innovative packaging technologies, in particular bio-oriented materials, active and smart packaging, nanotechnologies and interactive solutions, which open up new opportunities for improving product quality, extending its shelf life, improving interaction with the end consumer and minimizing the negative impact on the environment. The development of innovations in the field of packaging meets the challenges of today: saving resources, transition to a circular economy and changing consumer priorities in favor of ecological and convenient solutions. The main functions of packaging are characterized, namely: protective, informational, identification, marketing, environmental, ergonomic and logistical. It is proven that packaging has become an effective tool for promoting a brand, a means of communication between the manufacturer and the consumer. The buyer perceives packaging, primarily, as a carrier of information about the characteristics of the product, a means of its convenient use. The main trends in the development of the packaging market are studied, these are the greening of packaging, innovative solutions, an increase in the share of local production, and the transition to a circular economy. The problems of the packaging market are outlined. The study found that further growth in demand for environmentally friendly, innovative and multifunctional types of packaging is expected. The active development of e-commerce will also contribute to an increase in demand for protective and transport packaging. At the same time, enterprises will need to adapt to new environmental standards and increased consumer expectations regarding the quality and safety of packaging. Several main innovative directions are proposed that determine modern trends in product packaging, namely: biodegradable packaging, “smart packaging”, active packaging, environmentally friendly packaging, interactive packaging, packaging using nanotechnology, minimalist packaging design, 3D packaging printing. Using the example of ATB-market LLC, several modern directions that are actively used within this company are considered. Thanks to the use of modern technologies, such as environmentally friendly materials, “smart” packaging, active packaging and minimalist design, the company significantly improves its competitiveness and supports environmental standards. At the same time, packaging remains an important tool for marketing, brand promotion and attracting consumer attention, which makes it an important element of the ATB Market strategy in conditions of high competition in the market. Recommendations are proposed for the effective implementation of innovative packaging technologies at enterprises in various industries.