Functional Packaging: Consumers Like Convenience, Converters Seize New Opportunity

Focus Groups

MarketVision coordinated and administered a series of four focus groups—three comprised exclusively of women and one comprised entirely of men. In all cases individual participants (16 in total—four to a panel) had previously been designated as the primary supermarket shopper for his/her family. Panels convened at an independent market research facility in late February 2018.

There, panelists took part in a shopping exercise in which they were presented with both traditional and functional packaging in four grocery classifications:

• Dry food: Cookies, crackers, drink mix
• Fresh food: Tomatoes, lettuce, fresh meat
• Personal care: Shampoo, lotion, makeup wipes (women only)
• Household cleaning products: Disinfectant wipes (men only)

Focus group panelists provided a range of feedback indicating they sometimes are confused, uninformed, unsure or simply unaware of functional packaging features on the products they buy.

Still, Avery Dennison’s white paper indicated consumers seek out functional packaging that provides primary and practical benefits. In descending order of importance, they include:

• Freshness: A secure seal ensures product lasts longer
• Ease of use: No requirements for scissors or other tools to open packaging
• Sustainability: Eliminates waste
• Storability: Adequate protection is a real benefit
• Convenience: On-the-go, single-size packaging is ideal for work and travel
• Flexibility: Portability offers a cue for repurchase
• Protection: Keeps contents safe

Reaction was reported out in each grocery classification. It lists out as follows:

• Cookies: All 16 panelists chose the resealable packaging over the traditional packaging because of its ease of use and improved freshness implied by its tighter seal
• Crackers: Fourteen of 16 preferred the resealable packaging for easier opening. The remainder preferred the traditional box for easier storage and better product protection
• Drink mix: Nine of 16 preferred a single-serve format, appreciating the ease and convenience. Others cited the economic value of a traditional, full-size container
• Tomatoes: Four of 16 preferred resealable packaging over traditional clamshell packaging. The clamshell was preferred due to perceptions of better sealing, storing and durability
• Lettuce: Fifteen of 16 chose the resealable plastic container over the traditional bag. Panelists valued its ease of opening, freshness implied by its tighter seal and more durable plastic
• Deli meat: Three of 16 chose resealable packaging, citing its ease of opening. The remainder preferred a traditional plastic tub, primarily for its reusable container
• Travel-size shampoo: Eight of 12 women preferred the traditional bottle for its ease of opening. Those who preferred the tear-away packet cited its ease of squeezing out all the shampoo
• Lotion: Eight of 12 women chose a sturdy, large, traditional jar, preferring its ease of opening and storage. Smaller tubes and tear-away packets held value given their portability and easy use
• Baby wipes: All women chose the pouch with a traditional plastic lid, compared to a pouch with a resealable film. They viewed the lid as adding an extra level of security to prevent wipes from drying out
• Household disinfectant wipes: All men preferred the traditional canister, given their familiarity with this type of packaging

Three weeks after these focus groups, Avery Dennison participated in a nation-wide, online, omnibus survey of 1,000 consumers, conducted by lpsos. Ninety-four percent of the survey’s respondents identified as the member of their household who handles shopping and meal preparation.

[perfectpullquote align=”full” cite=”” link=”” color=”#293c60″ class=”” size=””]”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.”[/perfectpullquote]

It asked respondents how often they move food into another package, what packaging elements they seek, whether they’d be willing to pay more for desirable packaging features, and what packaging characteristics frustrate them the most.

The omnibus survey generated notable findings:

• Sixty-eight percent of respondents identified freshness as a sought-for feature
• Fifty-eight percent appreciated the ability to reseal/close
• Sixty percent indicated they’d be willing to pay more for these features, with 25 percent offering they’d be “very likely” to do so

Ready Response

Brand owners and designers should evaluate the following points when considering the use of flexible packaging, according to Avery Dennison executives. Recommendations focus on either messaging or design. Specifically, messaging considerations are:

• Clearly call out the presence of functional features on a package
• Promote the benefits of functional features, especially freshness and ease of use
• Provide instructions on how the packaging opening/closure works
• Communicate assurances regarding the security of seals on resealable packaging
• Look for opportunities to promote features to specific demographics—easy-to-open packaging for children or seniors, etc.

Design considerations list out as follows:

• Give consumers opportunities to experience functional packaging benefits and see, at the point of sale, how easily a package opens/closes
• Expand resealable options into product categories that have none
• Explore additional types of closures for flexible packages, along with easier grip/tear features
• Study and identify ways to give features tactile, auditory and visual characteristics—e.g. a confirming sound like a snapping, a whoosh of air or a click indicating the package is sealed
• Embrace methods and practices that make products easy to store

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