Retail ready packaging or RRP refers to a packaging approach that enables to a product that comes ready for merchandising or sale with no or minimal setup or opening. It also meets other needs such as easy to identify and easy to open. RRP includes both reusable transport packaging, as well as recyclable single-use packages.
Retail ready packaging should have the following characteristics:
•Easy to find
•Easy to open
•Easy to shelve
•Easy to dispose of (recycle or reuse)
•Easy to shop
Shelf ready packaging or SRP is packaging that can be placed on the shelf in one touch but may not have the other attributes of RRP such as easy identification and opening.
Another form of retail ready packaging is display-ready packaging, which includes product ready to be displayed without additional retail stocking labor. This could include bins of bulk products, such as the image of the watermelons in the bin manufactured by Macro Plastics, or other designs of displayer pallets.
According to Smithers Pira, the RRP market will grow globally to $82 million by 2021. Worldwide demand in this category reached a total of 30.5 million tons of material in 2015, valued at $62.8 billion. The market is expected to expand on average by around 4% annually between 2016–2021, reaching 38.7 million tons of paper and plastic materials and a value of $82.0 billion in 2021, at constant 2016 prices.
According to Stephen Harrod, Smithers consultant and report author, “Shorter print runs are seen as a key factor driving the retail-ready packaging (RRP) market, as more retailers and brand owners are looking for promotional marketing to boost sales. These promotions result in unpredictable demand for packaging in general – including RRPs – creating a premium on short runs and quick response to orders.”
The late adoption of RRP in North America translates into continued growth there, with fast growth expected in Asia-Pacific and Africa.
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