Interview | PRECISION on aerosol trends, the ideal pack of the future, impact of sustainability on NPD and more
Founded in 1949 in the United States, PRECISION has played a decisive role in the structuring of the modern aerosol industry and has established itself as the world leader in aerosol valves. Today, it’s the only valves and aerosol dispensers group that has a global presence with 17 sites, distributed in 15 countries and on six continents.
Alexandre Basson, Group Marketing, Strategy & Business Development Director answers our questions.
To what extent does your participation in Paris Packaging Week contribute to developing your business?
It plays an important role in it. This event has indeed established itself as the unmissable event for the aerosol industry in Europe, offering an ideal platform to present our innovations and discuss with other major players in the sector.
For PRECISION, ADF Paris is the opportunity to unveil to the world our latest technological advances and innovative products. For example, in 2022, we presented our STORM Technology, a major innovation in our sector. More recently, in 2023, we launched our disruptive SMART 35 and STYLISH 52 diffusers, once again demonstrating our ability to anticipate and reshape the aerosol industry.
In addition, our presence at ADF Paris allows us to stay on top of industry trends, interact directly with our existing and potential customers, and reinforce our reputation as an industry leader. This contributes not only to the growth of our business, but also to the continuous improvement of our products and services, in response to the expectations and changing needs of our customers.
What are you most expecting from the event in January 2024?
We look forward to presenting our next innovation, which promises to be disruptive once again for the aerosol industry. This is a crucial moment for us because it allows us to highlight our capacity for innovation and to capture the attention of the industry and to have immediate feedback from our partners and customers.
What trends do you think will be highlighted in the aerosol industry in the next 12 months?
The trends in the aerosol industry will reflect the challenges common to all industries, particularly in Europe, in a complex environment marked by the fight against climate change, the return of inflation and, in addition, a crisis energy linked to the conflict in Ukraine.
Governments and the European Commission have long sought to minimize the environmental impact of packaging, including aerosols. This underlying trend has often resulted in a “premiumisation” of products. More “green” has long meant more expensive. However, in the current economic climate, consumers are highly unlikely to continue to be willing to pay more for these greener products.
As on many occasions in our industry, PRECISION has been able to position itself as a leader by offering the first, at ADF 2023, products that are both significantly more ecological and more economical, without loss of performance. We are convinced that this innovative combination of ecology and economy will set the trend for the next few months, but probably also for the next few years.
The profile of your customers is constantly changing. How do you think the customer profile will evolve over time? And how important is it to assess your current client?
It is without doubt that consumers are becoming increasingly aware of the importance of buying environmentally friendly products. However, it’s also crucial for them to manage their family budget effectively. Particularly in Europe, financial pressure on the middle classes is a persistent reality and a trend that seems to be consolidating over time. Therefore, ecological products, so far rather high-end, environmentally friendly but expensive, must give way to both ecological and economical alternatives, which are then aimed at a much wider audience.
In this context, we believe that our approach to developing ultra-lightweight, one-piece, single-resin diffusers that are aesthetically pleasing and economical, while delivering superior spray quality through our disruptive STORM technology, will meet the expectations of these new informed consumers.
What do you see as the main challenges in your sector?
Without wishing to be redundant, the main challenges facing our sector lie in adapting to new regulations and environmental requirements (such as air quality, circular economy, etc.) while meeting the demand of manufacturers, distributors and consumers for products that are both economical and efficient.
Adapting to this new complexity is the new challenge for the aerosol industry for the years to come, and PRECISION has already positioned itself as a leader on this issue.
What are you most looking forward to this year?
Without going into political or societal considerations, I believe that we all share the hope for a rapid return to peace in Europe. At the same time, on a more professional level, we remain focused on innovation and the development of the aerosol industry. We look forward to introducing our new products and technologies to the market and seeing how they will be received.
Finally, as key players in our industry, in an international and world-leading company, we are determined to continue to grow and strengthen our relationships with our partners and customers around the world. Our aspiration is to see a stable economic recovery, accompanied by significant progress in the fight against global warming.
In your opinion, what is the packaging of the “ideal” future?
First of all, it would be; perfectly safe for the consumer; it would require a minimum of resources for its manufacture; would be easily recyclable; and could be made from recycled materials. It would also be aesthetic and functional, while being particularly economical. At PRECISION, we conceptualized and developed this approach for an ideal aerosol diffuser, meeting exactly this definition. We have just added it to our catalogue, it is called SMART, or STYLISH.
What has been the impact of sustainability on NPDs and packaging design?
At PRECISION we consider – within the framework of the new paradigm which is taking place in the world – that the development of new products is a dynamic process which must be supported by two strong legs: the reduced environmental impact and the control of costs. These two elements are inseparable, just as the two legs are necessary for stable and safe walking. Of course there are other criteria, such as functionality or aesthetics, but it is the ability of our NPD team to maintain this delicate balance between environmental impact and costs – like an expert walker. – which is now decisive in being able to offer our customers disruptive solutions, adapted to the emerging market.
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