Now more than ever packaging plays a vital role in determining the success of a brand. According to a recent survey of BRANDPackaging readers, companies plan to invest more resources in packaging-related design, marketing and materials this calendar year. Welcome to the 2018 State of the Packaging Industry Report.
The poll garnered responses from accomplished professionals with key roles in a variety of consumer packaged goods sectors. Seventy-six percent of survey participants have more than 10 years of industry experience and work in a cross-section of packaging sectors including development (29 percent); design (22 percent); corporate management (20 percent); sales and marketing (14 percent); engineering (4 percent); logistics (4 percent); and production (2 percent). The vast majority of respondents—84 percent—believe that the role of packaging in brand building has increased in the past two years. That’s an increase of 15 percent compared to last year. This uptick is an indication of the growing power packaging has when introducing, establishing or expanding a brand. Over half of survey respondents plan to allocate more resources to marketing and design-related services in 2018.