Why repackage? Among other reasons, surveys say that 70% of consumers make their buying decisions at the shelf* and that 68% of purchases are impulse driven.**
These decisions are based on many factors, and price is close to the top of the list—especially for certain goods like paper towels—but not always. I don’t know how many times I’ve found myself buying a product I know nothing about, just because I love the packaging.
Consumers will often ignore a higher price tag if a product is “counter worthy”, meaning that a consumer would be more likely to leave the product on their counter as a kind of showcase, as part of their kitchen décor. That consumer is then more likely to use the product often and develop an emotional attachment.
Today the possibilities of what you can do with the look of packages are endless. However, if it does not also function properly, the consumer is more likely to move on to a competitor. And if your packaging offers some kind of added benefit that others don’t, you’re already one step ahead. Some of the simplest examples of functionality would be resealable packages or a ketchup bottle with the cap on the bottom.
Consumer values are also an important factor. They largely refer to a consumer’s sense of responsibility towards the environment. Whether a package is biodegradable, made from a sustainable source, recyclable, or made from recycled goods, it can certainly satisfy this concern in consumers. Creating environmentally friendly packaging these days is easy and it is also becoming a necessity. In a recent study 80% percent of consumers say “they would stop buying products from companies that disregard ethical considerations in their sourcing practices”.*** Another survey says that US consumers would be willing to pay more for environmentally-friendly products.**** Today’s designer has access to so many green resources such as, recycled plastics, metals, glass, and paper products, biodegradable corn-based plastics, as well as natural and sustainable raw materials. Sacrificing aesthetics or functionality to create eco-friendly packaging and products is quickly becoming a thing of the past.
Retail buyer conscious
Even before your product is on the shelf and is purchased by the consumer, it undergoes an evaluation process by the store management. That’s why it’s important to consider the buyers and brokers who work for stores at the national, regional, and local store level. Before they offer your product shelf space, they’re evaluating how easy it is to stock, the footprint (how much shelf space each tray and SKU take up), and it’s durability (how many products are likely to be damaged due to inevitable human errors). Sample sizes, end cap displays, and unique and eye-catching POP (Point of Purchase) materials can also become the difference between your brand and another’s making it to the shelf.
With our deep experience in packaging design and keen attention to consumer wants and shelf considerations, helping you grow your business is a passion. If you are seeking new insights into your existing CPG product or would like to launch something new, let’s talk.
*Consumer Buying Habits Study, Point-of-Purchase Advertising International and Meyers Research Center
**Point-of-Purchase Advertising International
*** The Economics of Ecosystems and Biodiversity (TEEB) project
**** Green Living March 2010 Mintel study