The European Association for the Folding Carton Industry's (ECMA) 30th Annual Congress, "Revival of Carton Packaging," held on September 25-26th, 1997, in Istanbul, Turkey, was attended by delegates from 16 countries. During the gathering, the results of strategic market research concerning the future of carton packaging in the food sector was presented. Based on several interviews in the French, German and U.K. markets, the strengths and opportunities of carton packaging were expanded upon. Very significant in this respect was the reference to cartons as an excellent marketing tool for product promotion and brand recognition as well as cartons' consumer friendliness through easy opening and closing features.

Research on carton shipments showed growth figures in some countries at about 2%. In other countries, tonnage figures remained stable but, like all other materials, folding cartons also went through a downgauging process, which means more square meters per ton. A related report indicated an average downgauging of 6% with highs and lows of between 3% and 10% in certain applications. On the basis of this new approach, it was reported that carton consumption over the last years was, with a few exceptions, in line with GDP growth.

Future growth of carton consumption will be affected to a great extent by the development of the economy in Western European countries. In this respect the outlook for the United Kingdom is positive. However, the economies of Germany and France are not yet out of the tunnel, though signs are hopeful. Problems in most European countries remain the high rate of unemployment, which has a negative influence on consumption. Also, fluctuation of the pound sterling, which destabilizes international trade, is problematic. The general economic forecast for Europe is not more positive, as the growth rates remain well behind the level reached in the United States and Latin America.

At present the carton industry is faced with price increases of board up to 10%, which are argued by increases in pulp prices and by the spectacular increase of the exchange rate of the dollar. Cartonmakers will fight the increase. If they are unsuccessful, they will have no choice but to pass the increases on to the market.

ECMA and Pro Carton also incorporated a 1997 Carton Award Competition into the congress, the first of its kind hosted by the organizations. The winners received their awards at the 1997 ECMA Congress.

Information on the general trends underlying the revival of carton packaging will become available for a wide circulation through brochures in five languages. These brochures concern a position paper for folding carton packaging and a brochure on the carton award competition. For more information, contact EMCA at +31(0)70-360 38 37.