How innovation and looking ahead will define brand success

In today's competitive market, packaging is not merely a protective shell; it serves as a crucial element of branding and consumer engagement for many, if not all FMCG companies, particularly in the beauty and beverage sectors.

A transformation specialist with over two decades of experience in innovation and operational leadership at work leading FMCG companies, Tanguy Pellen, a senior partner at Skarbek, recently shared his expertise on this subject during his participation at London Packaging Week.

He shared his views on how brands need to adapt, innovate and be future looking when it comes to packaging in order to ensure they are not left behind, during a panel session looking at unlocking innovation for beauty and beverages.

‘It is really all about stepping out of the day to day grind and taking the time to think about the future,’ he said. ‘There is so much going on at present with changing consumer needs, technology advancing rapidly and the regulatory environment constantly evolving. These forces often anchor us in the present, but for me it is imperative that businesses elevate their thinking beyond that. It is not just about addressing today’s challenges but anticipating what is coming next.’

In this context, it would be the case that now is the time for brands to look towards the future in order to meet the challenges of today. ‘The solutions of today won’t be the solutions of tomorrow. So, my message is to step back, take time, and think beyond the immediate. That is where the magic happens, especially in the world of packaging,’ he stated.

As companies attempt to deal with the different consumer, technological and regulatory pressures Tanguy raises, some fear that a safety first approach can lead to a state of uniformity across the industry. ‘Often when I attend events or exhibitions, I see many companies that are stuck in the present and just repeating the same things over and over again,’ he continued.

Those that are bold in their approach and move beyond this to take forward steps in innovation are the ones that will be successful, but Tanguy argues that it is imperative that instant success isn’t expected or chased.

‘It is about the journey and the steps you take along the way, you do not have to get there on day one but absolutely the vision has to be about becoming a lighthouse for others and daring to invent the future. Look at paper bottles, who would have thought that could be a reality in the wine and spirits industry? There is still work to be done to fully realise that concept, but without doubt huge strides are being taken. With all the good work that is happening, the mindset is shifting and we are seeing people becoming more entrepreneurial. It is a necessity now and those that do not adapt won’t be here tomorrow and I think that is exciting because who wants to be in a job where nothing changes for years? We are in position now to have a real impact on our industry.’

Tanguy, who spoke on the Beauty and Drinks stage at London Packaging Week, believes the drinks industry is an area where innovation is natural in part due to the willingness of companies within the sector to collaborate.

‘Innovation thrives when we work together, whether it is through open innovation or partnerships across industries. Going back to the paper bottle concept I mentioned earlier, that simply wouldn’t have come to life without cross-industry collaboration,’ he continued. ‘Companies like Diageo are working with partners across sectors to tackle the big societal problems, and with that collaboration, scale can be achieved. It is about learning from the best, partnering with suppliers, academics, even competitors. It is a shift from the old ‘not invented here’ mentality which is what can stifle innovation and hold companies and even whole sectors back.’

For the beauty and drinks industries, like many others, sustainability is now a core part of the day to day, from sourcing materials to production and through to the end product itself. In terms of packaging, there is a growing number of people saying that the end of life ecosystem for packaging simply cannot keep up with the pace of innovation. This can leave a delicate balancing act between innovation and the need to ensure packaging can be sustainably dealt with after use.

‘This point ties back to having a clear lighthouse vision and it being so important,’ Tanguy said. ‘It is true that innovation should build capacity for sustainable solutions over time, but ultimately there is no point in innovating materials if there is no end of life solution. But in terms of innovation, this drives demand which in turn drives the need for recycling solutions.’

However, it all comes back to consumer needs. As the push for sustainability and innovation continues within the packaging industry, it is important that companies remain focused on the end user. ‘It is a bit of a chicken and egg situation. While of course you have to push forward with innovation, you also need to be pragmatic and ensure that what you’re doing and producing makes sense for the mass market,’ Tanguy said.

‘You don’t want to claim you have found a great solution if it is not recyclable in practice. Ultimately, that is a real problem we face. For example, take single use PET bottles, while they are technically recyclable if they aren’t captured at the end of life, they end up in oceans which defeats the entire point of the process. From this point of view, we need to have a range of solutions that address both the innovation and the end of life stage.’

This issue is just one of the challenges that Tanguy foresees the industry facing as it moves forward. Many immediate challenges, including the pressures on the supply chain, which are consistently increasing, and the need to be efficient in work processes and production, it is easy to understand why many in the industry may be at risk of becoming lost in the present as they seek to meet these challenges. Yet the real challenge for Tanguy all comes back to the need of the businesses to elevate their thinking and beyond the now and keep an eye on the future and meeting ever changing consumer needs.

‘Companies need to be ambidextrous, that is the big challenge, and they need to run their day to day operations with excellence while also investing in the future,’ he continued. ‘The pressure on supply chains and the need for efficiency is immense, but at the same time you cannot lose sight of where the industry, and your company, is heading.’

Despite this being the key issue to overcome, not all are successful in doing so according to Tanguy who said: ‘Not many companies manage to balance both well. Innovation cannot just be about incremental improvements alone, it has to address what is coming next. Sustainability is on everyone's mind, but beyond that, consumer behaviour is shifting, for example look at Gen Alpha, they are digital natives. They were born into a fully connected world that most current leaders have never experienced. Companies need to start thinking about what their business models will look like in 10, 20, or 30 years. Some of our clients are exploring different scenarios for 2050, and that is where we are helping them. It is about creating operating models that let them innovate like a start up while maintaining the efficiency of a multinational.’

What is clear is that there is a critical need for businesses to innovate, anticipate future challenges, and embrace sustainability to remain competitive in today’s fast evolving landscape. The packaging industry must stay ahead of the curve and can do so by fostering collaboration and driving solutions that balance both innovation with practicality.

This challenge is compounded by ever evolving consumer expectations and shifting regulatory requirements. Staying informed and adaptable is essential.

 Register now to discover the latest innovations in packaging and gain insights from industry experts at London Packaging Week, taking place on 15 and 16 October 2025 at Excel London.