Current Role, Value and Objectives of Product Packaging

by Sarah Corp

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The Results

Study participants report that despite the recent economic downturn, a majority of company’s are either increasing (40%) or maintaining their focus on packaging innovation initiatives (49%). Few company’s represented in this study report decreasing their packaging innovation initiatives (11%) in the current year.

Those with a seat at the new product/package development table (within CPG companies) report the most important packaging objectives to (currently) be: product protection, brand image, and product differentiation. The importance of these objectives is further reinforced with nearly two-thirds of study participants “strongly agreeing” that product packaging influences consumer purchase decisions (62%) and package design has a direct impact on consumer perceptions of a product (61%). The least important objectives, comparatively, are theft reduction, retailer requirements and cost reduction.

The value of packaging initiatives is determined in a variety of ways with the major themes reported including: changes in sales volumes/market share, quality, cost reduction and customer satisfaction. Most (64%) are not of the mindset that the ROI for packaging initiatives is not measurable.

The information and/or tools that would most help those with a “vote” (in the package development process) do a better job include: easier/less expensive access to package design resources/websites, data on consumer package preferences and case studies or best practices from brands that have changed their packaging.

Sarah Corp
corps@clearseasresearch.com

Clear Seas Research