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Increasing changes in the market for consumer goods, fiercely competitive retail environments and the recent financial crisis leave organizations with a limited set of competitive weapons to enhance market share. The survival of an organization today largely depends on its innovative strength and its ability to constantly change and adapt to market demands. Innovative packaging is therefore a very effective marketing tool giving organizations a competitive edge in the market for consumer goods. The Author, Ngwi Sama provides a detailed overview of the consumer packaging market examining major trends and drivers of the industry. The power of innovative packaging in is also analyzed by the author quoting examples from the market. Using quantitative research methods the market for shaped aerosol cans is analyzed. The research findings reaffirm the importance of innovation in consumer packaging while shedding light on the market potential of shaped aerosols in the market for personalcare and household products in Europe. This book is aimed especially at companies in the fast moving consumer goods industry.