Basic knowledge: what is secondary packaging?

Summary:
Der Magazinartikel von Labelprint24 erklärt das Konzept der Sekundärverpackung. Secondary packaging is an additional layer that protects products, holds them together and optimizes them for transport. It offers benefits such as protection against damage, theft protection and improved handling. The article describes various materials and emphasizes the importance of professional design and production. Eine Sekundärverpackung ist eine zusätzliche Schicht, die Produkte schützt, zusammenhält und für den Transport optimiert. Sie bietet Vorteile wie Schutz vor Beschädigungen, Diebstahlschutz und verbesserte Handhabung. Der Artikel beschreibt verschiedene Materialien und betont die Bedeutung einer professionellen Gestaltung und Produktion.

The benefits at a glance:

Product protection during transport and storage
Easier handling of products
Consolidation of multiple products or primary packaging
Possibility for brand presentation and advertising
Provision of additional information to consumers

What is secondary packaging?

Secondary packaging is additional packaging used to hold a group of products together or to bundle several primary packages. It provides additional protection, facilitates handling, and optimizes the transportation and storage of products. Secondary packaging can take a variety of forms, such as cartons, outer packaging, trays, or shrink films placed around the primary packaging.

Primary packaging and secondary packaging in comparison

Primary packaging is the first packaging that comes into direct contact with the product. It encloses the individual product and serves to protect, preserve and present it. Unlike primary packaging, secondary packaging does not come into contact with the product. It represents the second level of packaging - packaging for printed packaging, so to speak.

At first glance, this sounds somewhat paradoxical. After all, primary packaging must already perform the protective function of packaging for the packaged contents. To do this, however, they themselves must remain undamaged. However, many primary packaging materials are too fragile or unwieldy for transport.

Repackaging is therefore indispensable in many cases. This applies just as much to improved protection as it does to better marketing opportunities.

The requirements for secondary packaging

Secondary packaging is used for different purposes, and the requirements vary accordingly. However, some basic tasks are always included, especially the protective and promotional functions.

The key requirements can therefore be summarized as follows:

Stability of secondary packaging for protection of primary packaging and contents
Design options for additional advertising space and customer contact
Sufficient space to accommodate the primary packaging without unnecessary empty space
Stackability of secondary packaging for efficient storage and transport

In terms of the properties required, several overlaps with primary and tertiary packaging can be seen. For example, design and marketing also play a role for primary packaging, while logistical factors (stackability, best possible use of storage and transport capacities) are important for tertiary packaging. Secondary packaging therefore literally lies in between and must meet requirements from both areas.

So what is "sales packaging"?

According to the Fraunhofer Institute for Material Flow and Logistics IML, primary packaging is considered sales packaging - at least from the customer's perspective - because it is regarded as a sales unit. However, the term "sales packaging" can likewise be found for secondary packaging.

Both are possible. Ultimately, it depends on whether the primary packaging still needs an outer packaging. If this is the case, this second packaging layer is considered a sales unit.

Secondary packaging as an effective advertising medium

One of the most important tasks of secondary packaging is to add value to products in primary packaging . This is particularly interesting when they are destined for the retail trade. Because then it is necessary to attract the attention of customers at the point of sale.

However, the marketing function encompasses more than this obvious level. Because secondary packaging not only influences customers' purchasing decisions, it also contributes to customer loyalty and customer satisfaction in a variety of ways.

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Boosting brand presence: secondary packaging as the key to success in retail and online trade

Marketing is all about standing out in a positive way. For many products, that's not so easy for retailers because the competition is so fierce. In such competition, secondary packaging - especially folding boxes and folding box with hinged lid, but also other forms such as counter displays - offer some advantages. In online retailing, this applies in the same way to shipping boxes.

More space for advertising messages Repackaging provides a significantly larger advertising space. Boxes and cartons can be fully printed and designed. This results in wide-ranging opportunities to bring unique designs to customers and capture their attention.

More space for branding
Attention is one thing, recognition is another. The additional surface area of secondary packaging lends itself to presenting not only the product, but also the brand and its associated image.

To make the best possible use of the advertising space gained, outer packaging made of cardboard or carton is particularly well suited. They are ideal for printing and finishing. The best prerequisites for individual marketing that fits the product and brand.

After all, the visual design of customized packaging is not an end in itself, but serves to communicate with the customer. All design elements, from color to typography, must therefore take into account the target group.

Packaging with a wow effect: increasing anticipation with folding boxes and flap lids

Opening packaging should feel a bit like Christmas or a birthday. Folding boxes and cartons with hinged lids are particularly suitable for this purpose.

A holistic concept for secondary packaging enhances the positive sensations when unpacking. This includes, for example, printing on the inside and outside to showcase the product even better. The packaging thus even becomes an instrument for real storytelling: building excitement with the exterior design, fulfilling wishes with the design inside.

By the way, this possibility does not only exist for secondary packaging for stationary retail. It works just as well in online retail. Since the anticipation is even greater here due to the wait for the parcel shipment, unboxing plays an even greater role.

Unboxing without frustration: Easy handling thanks to secondary packaging

However, unboxing is not only about presentation and appearance. No one likes to spend an unnecessary amount of time awkwardly opening a box or package.

Of course, it must be ensured that the sales packaging is securely closed until it is opened. At the same time, there must be no moments of frustration when customers try to open the packaging. A positive brand experience therefore also includes the handling of the respective packaging.

Folding boxes, hinged-lid boxes, cardboard cans and many other secondary packaging therefore combine sufficient stability and secure closure mechanisms with easy handling. Thus, the required protection is guaranteed, while unpacking does not cause any problems.

Secondary packaging for medicines: protection against counterfeit medicines

The rules of the EU Falsified Medicines Directive (Directive 2011/62/EU) apply to secondary packaging for medicines. It prescribes certain safety features throughout Europe to protect intermediaries, pharmacies and consumers from counterfeit medicines.

Security features according to EU anti-counterfeiting directive

The precautions that guarantee the authenticity and integrity of the medicines include the following:

the logo valid throughout the EU to identify legal mail-order and online pharmacies,
the product code (= central pharmaceutical number) for identification of the drug,
the serial number
the batch designation, and
the expiration date.

The packaging itself should also be equipped with protective devices, such as a first-opening protection or tamper-evident closure, adhesive dots, seals or similar measures.

Stable and efficient: reliability for all situations

Secondary packaging materials also have an important protective function as a second layer of packaging. Because good looks alone are not enough in this respect, practical aspects are what count here. Here, the requirements are generally less stringent than for primary packaging, because the product is already well protected - but the secondary packaging ensures that it stays that way.
For this purpose, the secondary packaging must have some properties that we have already briefly touched on above.

Stable secondary packaging: Key for safe transport and storage

In order to adequately fulfil its protective function, secondary packaging must have sufficient stability - especially for safe transport and storage. Here, the outer packaging protects against the consequences of knocks and falls, among other things, and withstands the pressure as soon as goods are stacked on top of each other.

Secondary packaging for wine bottles or medicines in vials, for example, prevents the containers from breaking. But this is just one of many possible examples. Secondary packaging is available in a wide variety of forms, depending on the intended use and special requirements.

While a solid box made of corrugated cardboard provides sufficient protection for many products during shipping, other cases require the use of waterproof plastic packaging. The solutions for secondary packaging are therefore very diverse and range from simple plastic film to foam inlays.

Increasing efficiency: secondary packaging for optimized logistics

For logistics, secondary packaging makes many things easier. This applies to transport as well as to storage:

Better storability for non-stackable products and primary packaging
Higher utilization of storage and transport capacities through secondary packaging
Improved loading of pallets and shipping crates thanks to outer packaging
Lightweight materials with high protective function
Low impact on loading capacities during transport
More load per tour without increased fuel consumption

Material selection for secondary packaging focuses on stability, stackability and efficiency. Cardboard and corrugated board meet these requirements.

There are also increasingly inlays made of organic materials such as mushrooms. However, classic secondary packaging is used as outer packaging - and materials that are also well suited for marketing purposes are best suited for this.