A Guide to Water-Resistant Packaging - From Applications to Advantages

Efficient packaging is paramount for ensuring products reach their destination in pristine condition. Yet, the constant threat of moisture during transit and storage poses a significant challenge. Inadequate packaging can lead to customer dissatisfaction, especially for items vulnerable to moisture damage, such as perishable goods or products destined for doorstep deliveries in the eCommerce sector. That's why investing in water-resistant packaging solutions can be helpful for safeguarding product integrity and enhancing customer satisfaction.

Water-resistant packaging is designed to protect a whole host of products against the risk of moisture and environmental factors, such as bad weather and unexpected spillages. Whether you deliver directly to consumers' doors and want to create memorable and shareable unboxing experiences, or you supply to supermarkets and your products need to be ready to stack on shelves and appeal to shoppers, we’re sharing how water-resistant packaging helps many businesses elevate their products, save on costly damages, and give their customers the experience they expect and deserve.

What industries use water-resistant packaging?
Water-resistant packaging is extremely versatile and can adapt to the needs of various industries. Here are some key industries that make use of water-resistant packaging solutions:

• Food – Water-resistant produce containers help to enhance the longevity of perishable food items such as fruits and vegetables. Fresh produce trays and punnets are good examples of the effectiveness of water-resistant packaging in preserving and protecting these types of products. These containers shield against moisture, ensuring products remain protected during their journey throughout the supply chain.
• Flowers – Water-resistant flower delivery boxes provide dual benefits, shielding delicate blooms from external factors like moisture and enhancing presentation. The protective coated layer ensures flowers arrive fresh and undamaged while also elevating the consumer unboxing experience. This practical and visually appealing choice safeguards both the flowers and the packaging, making it an ideal solution for sending and receiving floral arrangements.
• Clothing - Clothing and other textiles can be damaged by water during transit and storage, but water-resistant shipping boxes provide protection against rain, humidity, and other environmental factors. Again, this helps to protect the contents until they reach the hands of consumers, and where fashion is concerned, unboxing experiences are big business. Research by the Digital Marketing Institute, for example, shows that 49% of consumers depend on social media influencers to make recommendations, and according to YouTube, videos featuring amateur unboxing of everything from running shoes to dog toys have been viewed more than 25 billion times.
• eCommerce - Water-resistant packaging plays a pivotal role in the ever-expanding realm of eCommerce, particularly in the context of doorstep deliveries. As more consumers turn to online shopping, the need for robust packaging solutions becomes increasingly apparent. Water-resistant packaging serves as a shield against the elements, safeguarding both the packaging and its precious contents from moisture damage if left outside during delivery.

What are the benefits of water-resistant packaging?

• Enhanced product protection – Water-resistant packaging boxes act as a shield during shipping. Whether it's rain, humidity or accidental spills, these shipping boxes ensure products arrive in the condition they were packed, even in the face of moisture.
• Extended shelf life - Water-resistant packaging can extend the shelf life of many products. Whether you’re shipping perishable goods, such as fresh produce, or products for eCommerce doorstep deliveries, adequate protection against moisture ensures the quality and usability of the items remain intact for as long as possible.
• Reduced food waste - By acting as a barrier against moisture, water-resistant packaging prevents food products from going to waste. Fresh produce, baked goods and other perishables are protected from the effects of humidity and moisture, helping them stay fresher for longer.
  Less secondary packaging - Water-resistant packaging’s ability to repel moisture reduces the need for excessive secondary packaging, such as plastic wrappers, which can be detrimental to the environment. By reducing the reliance on these materials, water-resistant packaging minimises the environmental impact of the package, while aligning with the principles of eco-conscious customers. Less secondary packaging, of course, brings some cost benefits too, and can make a long-term difference to a business’s supply chain and bottom line.

What materials are used in water-resistant coatings for packaging?
There are a handful of materials that can be used in water-resistant coatings, such as wax, plastic, and other hydrophobic compounds. Many traditional water-resistant coatings involve using chemicals, which can harm the environment. However, there are eco-friendly alternatives that have a reduced chemical footprint, resulting in a more planet-friendly and safe solution, which bodes well for consumers and how they perceive a brand. Some of the most common coatings used for water-resistant packaging are:

• Synthetic polymeric chemicals - Coatings crafted from synthetic polymeric chemicals identified as per- and polyfluoroalkyl substances (PFAS). These substances have a distinctive composition that grants them the capacity to repel water and fats efficiently. Regrettably, the close integration of PFAS with paper poses challenges for recycling or repulping processes due to their inseparability from the paper substrate.
• Wax - Wax coatings have long served as a traditional method for creating water-resistant packaging. Wax coatings effectively repel water, making them particularly suitable for packaging items prone to damage from moisture exposure. Additionally, they offer a smooth surface finish, enhancing the overall appearance of the packaging while also providing some level of grease resistance. Despite their effectiveness in water resistance, wax coatings may have limitations in terms of recyclability and environmental impact.
• Plastic-free varnishes - Plastic-free varnishes represent a significant step forward in sustainable packaging solutions, offering an eco-friendly alternative to traditional plastic coatings. Made from natural materials such as plant-based resins or aqueous formulations, these varnishes provide a protective layer to packaging surfaces without relying on petroleum-derived plastics. By opting for plastic-free varnishes, businesses can reduce their environmental footprint and contribute to efforts in minimising plastic pollution. These varnishes offer comparable performance in terms of durability and water resistance while also being biodegradable or easily recyclable, aligning with the growing demand for eco-conscious packaging options.

Why choose plastic-free water-resistant packaging?
Today's consumers are actively seeking eco-friendly packaging solutions and are increasingly mindful of the environmental impact of their choices. This awareness has sparked a heightened demand for planet friendly alternatives. In fact, a staggering 78% of consumers prioritise a sustainable lifestyle, with 30% indicating a preference for products that align with this ethos (National Retail Federation). Moreover, a significant 75% of consumers express willingness to sever ties with brands that do not share their environmental values (Consumer Goods Technology). Consequently, businesses across diverse sectors are leveraging their packaging as a strategic extension of their brand identity, both in aesthetics and messaging. This shift underscores the importance of opting for environmentally friendly, water-resistant solutions that not only contribute to a greener planet, but also enhance the overall customer experience by safeguarding and preserving products.

TAPPI
http://www.tappi.org/