To be successful, manufacturers and retailers must understand what matters most to consumers and which packaging innovations actually impact consumer behavior, according to "Food and Beverage Packaging Trends in the U.S.," a new report from Packaged Facts(www.packagedfacts.com).
listed resealability and easy to open/close as their most valued attributes,
confirming the importance of product convenience, according to the report. The
ability to maintain freshness was the third-most important.
important features include attractiveness of design and realistic image of the
product. Only 20% indicated that the ability to microwave in-package is
especially important, but that option has grown increasingly popular for frozen
also want convenience-oriented features in their beverages, the report shows,
including packaging that is easy to open and close, easy to pour and serve, and
easy to hold. Despite the popularity of single serve and other convenient
beverage formats, packaging that makes it easy to eat or drink on the go was
ranked farther down the list of preferred attributes. Environmentally friendly
packaging was ranked as fairly high in importance, while product freshness
remains important, especially for milk, juice and ground
packaging is a value-add that can determine product format or brand choice,
says David Sprinkle, publisher of Packaged Facts. While consumers are not
generally dissatisfied with packaging choices, they aren't completely happy
with them. Survey data shows that 60% of consumers strongly or somewhat agree
that manufacturers often make insignificant packaging changes, while 45% think
lighter weight or less bulky packaging is important.
complaints across major food and beverage categories include frustrations with
package opening and closing, resealing, maintaining freshness, and food safety
issues, according to the report.