Research sanctioned by Avery Dennison is revealing that consumers want, will seek out and will even pay for practical features on the packaging they buy.
The major finding put forth: “Functional packaging is helping brand owners add value to existing products while transforming the way consumers make decisions at the point of sale.”
Observations supporting the overarching claim, as well as the statistics it is based on, are contained in Avery Dennison’s recently released white paper titled Consumer Perceptions of Functional Packaging. It documents the collection and compilation of input gathered in closely controlled focus groups, as well as a follow-up, broad-reaching, nationwide omnibus survey of 1,000 consumers. Conducted through research analysts from both MarketVision (focus groups) and Ipsos (survey), work took place in February and March 2018.
Functional packaging, as defined in the research parameters, includes flexible pouches and stickpacks and may utilize pressure-sensitive closures. Such features are intended to help people enjoy a variety of benefits, including greater confidence in the freshness of their purchases, greater ease of use and greater convenience.
The following encapsulation summarizes both findings and potential follow-up actions that brand owners, designers and converters might find useful in evaluating entrance into the functional packaging arena.
Consumer Behavior
Avery Dennison offers the following comment: “Consumers are busier than ever, and often find shopping to be a time-consuming and stressful experience. Research shows they appreciate the ease, convenience, integrity and lifestyle compatibility delivered by functional packaging. They want to focus on things that really matter—family, work and other commitments—and not have to fuss with the things they buy regularly. They also seem willing to pay a reasonable premium for what functional packaging offers.”
“Brand owners and the packaging converters who work with them should approach the opportunity functional packaging presents thoughtfully and carefully, with empathy and design thinking that solves consumers’ real-life challenges,” according to the major materials supplier.