That was the question asked as the title of an article earlier this week by Print Week online, Dinton, U.K. The article begins by declaring "graphic is dead, long live packaging" will soon become the motto of the industry as companies reposition themselves to take advantage of changing markets, or risk failure that has been demonstrated by the likes of Paperlinx U.K. and Tullis Russell. A spokesman for Sappi Europe was quoted as having said they had "unsustainable" margins in the graphic paper market. 

Sappi, Johannesburg, South Africa, and Asia Pulp and Paper (APP), Jakarta, Indonesia, are cited as two examples of companies that are quickly adapting to become packaging innovators in addition to other paper companies that are cited in the article. 

The key drivers for the growth of paper-based packaging are growing GDP, changing demographics – more single serve packs and convenience packaging – sustainability and recycling concerns, technological advances, security, and the ongoing drive for added value, which is responsible for much of the innovation in luxury packaging, according to an APP report. 

The focus on paper as board is increasing, one industry analyst said, as paper is seen more as a sustainable and attractive option for consumers, and innovations in coatings enable it to be used in more applications. The new technology of digital printing being implemented in paper based packaging as well as positive recycling and environmental factors of paper packaging are covered as well.

More information is available in the full Print Week article online.