Smart design, sustainability and scalable manufacturing are converging to reshape packaging solutions in the FMCG sector, according to Mark Rohrlach, industrial regional manager for Australasia at Detpak.
Speaking at CeMat Australia’s Knowledge Theatre on Day 2 of the Industrial Transformation program, curated by APPMA, Rohrlach said packaging has evolved from being “just the box stuff came in” to becoming a critical component that must be smarter, greener, and more functional. He noted that fibre-based packaging is now leading the shift, as the industry faces increasing pressures from sustainability goals, automation and changing consumer expectations.
“Fibre’s not just following the sustainability trend, it’s driving the bus,” he said. However, Rohrlach stressed the need to balance environmental responsibility with functionality, especially in sectors like chilled and fresh produce. He said recent advances in fibre technology have made it suitable for a wider range of uses, likening it to a barista that can “do a hot, a cold or an oat milk latte”.
Rohrlach outlined how the FMCG and industrial sectors are undergoing rapid transformation, driven by sustainability targets, automation and changing consumer demands. Retailers, producers and consumers are applying pressure for packaging that reduces waste, improves efficiency, and enhances product appeal. “Packaging used to be just a container, now it's the brains of the operation,” he said.
Consumer expectations are also rising. Rohrlach said packaging is now expected to be recyclable, convenient, clearly labelled and aligned with environmental values. “It’s not just about function anymore, it’s about values.” He added that packaging now plays a critical role in purchase decisions and brand loyalty. “A well-designed pack can win hearts, wallets and repeat business.”
In his presentation, Rohrlach mentioned that transparency and sustainability are no longer market differentiators, they are baseline expectations in the FMCG sector.
He also addressed the impact of emerging regulations, including Extended Producer Responsibility (EPR), which he said will challenge traditional packaging formats and cost models. With EPR coming, “it’s not a matter of if, it’s when… like waiting for a delayed flight, you just have to have your bags ready”.
He drew attention to the role of collaboration and co-creation, citing a project involving Detpak, Perfection Fresh and 12 growers to deliver new grape packaging for Coles. The solution was developed to work seamlessly within existing packing processes.
“We’re not solving this alone,” he said, pointing to the need for greater integration between brands, suppliers, machinery partners and tech providers particularly as the industry explores the adoption of barrier technologies to support fibre formats. While promising, Rohrlach said many barrier options remain costly and complex to implement at scale.
Innovation in packaging is being applied across FMCG supply chains, with real-world examples demonstrating how design and material choices lead to measurable environmental and operational gains. Rohrlach said co-creation is key to ensuring packaging meets performance needs while advancing environmental responsibility.
“The future of packaging lies in collaboration across the value chain,” he said. “Innovation partnerships are essential for staying ahead and driving transformation.”
He closed by encouraging industry stakeholders to view packaging as “a communicator, a protector, and a catalyst for change” in the FMCG sector, as the industry navigates emerging trends in automation, material science and consumer behaviour.
