US demand for pouches is expected to grow at 4.5% per year from USD 8.2 bn in 2015 to more than USD 10.1 bn in 2020, a new study, titled "Pouches", by market researcher Freedonia (Cleveland, Ohio / USA; www.freedoniagroup.com) has found. The gains will be driven by increasing replacement of rigid packaging, as producers seek to make their own package appear more environmentally friendly or distinctive. On the whole, Freedonia says, the gains will be the result of the perception that pouch packaging is more contemporary and efficient than boxes or bottles.

In terms of the different pouch formats, the US researchers say growth in flat pouches will be driven largely by demand for four-side-seal pouches in the pharmaceutical and non-food markets, where advances in barrier structures and greater convenience of serving are key. In the non-food markets, the increasing popularity of unit dose packaging makes pouches a popular alternative, especially where single-unit dosages are required – including in the laundry detergents markets or in medical and pharmaceutical applications. In the latter field, use of pouches also ensures easier handling and dispensing as well as more efficient tracking of dosages, Freedonia says, while this particular packaging is also increasingly popular as a refill option for soaps and cleaners.

Strong growth will also be registered by spouted pouches and resealable systems, the study says. Both packaging solutions have become increasingly popular thanks to lifestyle trends that favour the consumption of snacks rather than traditional meals. Spouted pouches are also popular in the baby food and healthy snack markets, the study found. By contrast, stick packs tend to be used for snack sizes of nuts or yogurt, while resealable pouches are a popular choice for on-the-go consumption.

On the whole, food and beverage applications will continue to dominate the pouch market, with gains driven by rising demand for larger-sized pouches, spouted pouches and pouches with carrying features. The fastest growth will be seen by the markets for beverages and meat, poultry as well as seafood, Freedonia says.