Packaging is experiencing a shift in trend. Today, shoppers demand more consumer-friendly packaging that allows them to access their products easier. Consumer packaged goods have always been geared towards consumers’ preferences, so it’s not a surprise that they are answering the call and evolving to meet the demand for convenience.
But what exactly is consumer convenience, and how can consumer packaged goods hope to measure up to consumers’ expectations? More and more, consumers are growing accustomed to getting exactly what they want–and that translates to packaging of goods. Consumers also demand versatility for packaging and expect the size of the packaging to fit the product perfectly depending on the size. Variety is good in most aspects of life, and packaging is not an exemption by any means. Studies have shown that consumers prefer packaging and containers that are safe, functional and visually pleasing, but above all, convenient. The majority of today’s consumers appreciate packaging that keeps products fresh, evenly distributes portion size and is mobile, above all. Consumers really love the ability to take their favorite products with them on the go. Quantity also seems to be a major point of interest for packaging purposes. Depending on the amount of people they’re buying for, consumers appreciate the ability to buy products in packaging labeled “Family Size” or “Party Size” to accommodate a larger amount of people. On the other side of the coin, consumers appreciate single-serving size packaging which cuts down on wastefulness and ultimately saves the consumer money.
Believe it or not, the way a product is packaged greatly affects the way a consumer perceives the product. If the packaging is cumbersome and inconvenient to carry, most consumers will not buy when traveling, or when they have limited storage space, etc. These products suffer in sales when it comes to consumers seeking portability and transportability. In addition, the way food products are packaged can help indicate to consumers what portions are appropriate to eat in one sitting.
Packaging also must be versatile to adhere to the location in which the products are sold. There are three challenges companies must face when packaging their products, and three distinct markets they need to cater to.
The first is Wholesale or Supermarket warehouse style stores, which traditionally require products sold in larger case packages which can be stored in high quantity along the shelves of the store. The product also must be clearly visible in a smaller casing so that customers can see what they are buying.
The second market is convenience stores, where customers prefer the products to be packaged in smaller, single-sized containers for individual sale.
Lastly, and perhaps most importantly considering today’s consumer trends, E-commerce packaging must be accounted for. E-commerce packaging could potentially require durable, less refined packaging with extra protection for long-distance transport. Shipping food products is a tricky business in and of itself, it is even harder with flimsy packaging, or packaging that fails to keep perishable products fresh.
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