For brands which have the packaging concepts, but not in fulldesigns phase yet, partnering with innovative and forefront printers and converters are eye-opening and present opportunities for both parties. Brands may not be aware of all the materials available to them for packaging, and what's possible. Players in the supply chain that can offer the most exciting and innovative materials – especially those that appeal to lucrative markets like millennial and Gen Z – are likely to win more business from brands in the long-term.

'Where our metallized papers come into our own is when customers are browsing stores with low product awareness but high intent to buy. These consumers are highly likely to be attracted by metallized products because they're eye-catching and alluring on the shelf as a premium product. Consumers are likely to consider these products more than 'plain' counterparts."

"Brands absolutely want materials that make their products stand out on the shelf. This explains the widely use of metallized polyester film in the market for the cosmetic packaging. What makes metallized paper stands out is its compatible esthetic appeals, pair with the recyclability requirement as it is a fiber based, mono-material.  Printers and converters which can offer these materials to their customers are likely to generate interest because it's exactly what brands are looking for to comprehend their sustainability commitment," adds Rosa. 

'Brands like metallized paper because it offers the required metallic shelf appeal and functionality such as light barrier in equal measure. It's also great news for printers and converters as  metallized paper runs like standard wet strength paper on their machinery, keeping printing and converting processes efficient. Lastly, it's a great product for brands and consumers to understand: paper base material isn’t a whole new  concept to try and understand or explain to procurement, which is appealing in its own right,' adds Rosa.