Being flexible will have its benefits for packaging over the coming years

Flexibles account for nearly half the global packaging total volume, largely thanks to the hair care and bath & shower categories, and is expected to grow six per cent a year reaching 75bn units by 2014.

No growth expected in Europe or US though​

The UK-based firm expects the majority of this growth to come from the Asia Pacific region with hair colourants and shampoo accounting for 90 per cent of the growth.

A small amount is also expected from Latin America and the Middle East and Africa (MEA), whilst in North America flexibles are expected to decline.

In Europe, Rexam expects the market to remain flat as flexibles in Europe and the US are beginning to lose market share to rigid plastics.

Rigid plastic packaging is the second major pack type used in personal care and accounts for 66 and 63 per cent market share in the US and Europe respectively.

It is used in almost all personal care categories with the exception of fragrances, and is most prominent in hair care, bath & shower, facial skin care and deodorants.

The category is growing steadily, however in Asia Pacific, Latin America and MEA it is expected to grow at five-to-six per cent a year, with plastic jars the top performer.

Shout for the little guys​

Paper-based containers, glass and metal make up the rest of Rexam’s personal care packaging portfolio, and are all expected to grow, although slightly less significantly, according to the company’s consumer packaging report.

Paper-based containers make up seven per cent of the global packaging total with the majority of bath & shower and bar soaps packaged in this material. Whilst the US market is declining and Europe stagnates, Rexam has predicted a four per cent growth for this category.

Glass packaging had been enjoying strong growth, due to a low base, and is predicted to increase 5 per cent per annum, although Latin America is the only region expected to increase its share.

As for metal, it is predicted to have the lowest growth of all pack materials, despite strong growth in Asia Pacific. Deodorants and hair care products are the obvious choice for this material, but the market is only expected to grow two per cent per year for Rexam.