Packaging rage trumps environmental credentials

When it comes to packaging, consumers are more concerned with how hard it is to open than how green it is, according to new research. The study, carried out on behalf of packaging specialist Payne, found difficulty in opening different pack types was a greater concern to most consumers than environmental criticisms such as perceived overpackaging.

The study set out to identify and understand consumers’ concerns with packaging. Packaging rage was a major issue for participants, with 85% saying they had experienced some frustration with packs.

“It is very clear from this research that functionality is a major part of what consumers consider to be good packaging,” said Martin Dallas, Payne’s Managing Director. “A particularly important aspect of our research was that the initial responses were unprompted, so these really do get to the heart of what frustrates and annoys people.

“For example, concerns about overpackaging only became more prevalent when consumers were prompted on the subject, whereas difficulties in opening a pack or having to use scissors or other sharp instruments to gain entry were very much front of mind all the time.

“Consumers are seeking functionality in their packs but brand owners need multifunctionality where elements of the pack are able to carry out more than one role.

“For example, a tear tape or label for easy opening can also provide a means of communication between a brand and its consumers; a resealable pack can combine user convenience with product protection, portion control and the minimisation of food waste.

“Such additional benefits can help to reinforce positive perceptions about a product and support brand image and positioning.

“Packaging is the key medium by which to communicate the brand and our research shows that consumers respond positively to packs that are fit for purpose,” Dallas concluded.

“When packaging works, it makes people feel good about the product; conversely, a poor pack can have a deeply negative effect on their perception of the brand. 

The full results of the research will be presented at the EU Packaging Summit in Berlin.

Source: WorldPressOnline