Packaging Matters

0%

Packaging Matters

  • Packaging Impacts Shopping
    Behavior

  • The Purchasing Process In-Store Online
    • In-Store
    • Online

    64%

    Trial

    % of people have tried something new because the package caught their eye

    41%

    Repeat

    % of people have reported purchasing a product again because of the packaging

    36%

    Switch

    % of people have changed brands from a product they have purchased in the past because of new packaging

  • Packaging's Influence to Purchase New Item
    • A New Item
    • An Item Again

    30% 26%

    —% influenced by

    For new purchases, women are significantly more likely than men to be influenced by packaging.

  • Packaging Satisfaction

  • Only 11% of all consumers are completely satisfied with product packaging

    • Completely satisfied
      11%
    • Very satisfied
      37%
    • Moderately satisfied
      36%
    • Slightly satisfied
      11%
    • Not at all satisfied
      3%
  • Most important packaging attributes for
    consumers are performance

    Performance % of people who say these features are important to overall product satisfaction
    • Keeps product fresh
      91%
    • Easy to reclose
      75%
    • Easy to store
      62%
    Appearance % of people who say these features are important to overall product satisfaction
    • Made from green materials
      45%
    • Shape is attractive
      16%
    • Shape is unique
      13%
    DATA IS BASED ON US RESULTS
  • Packaging Satisfaction �Gap�

    GAP
    GAP 50%
    70%

    How important is this packaging feature to consumers overall satisfaction with the product?

    20%

    How satisfied are consumers with how well packaging performs on this feature?

    See gap for:
    Example
    • Keeps the product fresh/effective
    • Protection from spilling & breaking
    • Makes it easy to get all the product out
    • Easy to reclose/reseal
    • Easy to press/push the pump/spray
    • Easy to get product out
    • Make it easy to open
    • Makes it easy to get the right amount
    • Makes it easy to store at home
    • Provides useful information about the product
    DATA IS BASED ON US RESULTS
  • Packaging appearance and performance attributes

    Overperforming
    % Point Gap
    Under
    Performing
    11%
    Appearance Attributes
    -7%
    Performance Attributes
    DATA IS BASED ON US RESULTS
  • Global Market Nuances in Packaging

  • What influences overall product satisfaction?

    When it comes to product satisfaction, price and quality are a given.
    Brand and packaging are almost identical.
    Packaging's relative importance varies by country.
    What is packaging's relative importance by country?
    Compare
    Close
    Packaging of Product
    41%
    Brand of Product
    45%
    Variety of Products
    58%
    Amount of product contained
    65%
    Price of Product
    79%
    Quality of Product
    93%
    Average
    41%
    India
    71%
    Turkey
    70%
    Brazil
    60%
    Russia
    43%
    South Africa
    43%
    China
    38%
    Germany
    26%
    United Kingdom
    21%
    United States
    18%
    Japan
    17%
    AVERAGE
  • Packaging plays a bigger role in product satisfaction in developing markets

    Developed Markets
    20%
    Developing Markets
    54%
    % of consumers who are completely/very satisfied with packaging
    • Germany
    • Japan
    • United Kingdom
    • United States
    • Brazil
    • China
    • India
    • Russia
    • South Africa
    • Turkey
  • Packaging impacts In-Store Online
    • in-store
    • online
    shopping behavior
    more in developing markets

    DEVELOPED
    DEVELOPING

    Trial

    % of people have tried something new because the package caught their eye

    58%
    17%
    68%
    22%

    Repeat

    % of people have reported purchasing a product again because of the packaging

    28%
    6%
    51%
    17%

    Switch

    % of people have changed brands from a product they have purchased in the past because of new packaging

    24%
    5%
    44%
    15%
  • Packaging Satisfaction For Developed vs Developing Markets
    • Developed vs Developing Markets
    • India vs Global Average
    • Brazil vs Global Average
    • China vs Global Average

    Developed
    Developing
    • Average
      —%
      —%
    • Alcoholic Beverages
      —%
      —%
    • Non-Alcoholic Beverages
      —%
      —%
    • Personal Care
      —%
      —%
    • Fragrance
      —%
      —%
    • Household Cleaners
      —%
      —%
    • Dry Foods
      —%
      —%
    • Frozen Foods
      —%
      —%
    • Skin Care
      —%
      —%
    • Medicine
      —%
      —%
    • Refrigerated Foods
      —%
      —%
    • To-Go, or Carry-Out Meals or Beverages
      —%
      —%
    Developing Markets are slightly more satisfied than Developed Markets accros all categories.
  • Market nuances show where brands are winning,
    where they need to improve

    Least satisfied
    Most satisfied
    • Average
      —%
      —%
    • Alcoholic Beverages
      —%
      —%
    • Non-Alcoholic Beverages
      —%
      —%
    • Personal Care
      —%
      —%
    • Fragrance
      —%
      —%

      57%

      Brazil is very satisfied with fragrance packaging.

    • Household Cleaners
      —%
      —%

      32%

      Brazil is very dissatisfied with household cleaners packaging.

    • Dry Foods
      —%
      —%
    • Frozen Foods
      —%
      —%

      28%

      China is very dissatisfied with frozen foods packaging.

    • Skin Care
      —%
      —%
    • Medicine
      —%
      —%

      71%

      India is very satisfied with medicine packaging.

    • Refrigerated Foods
      —%
      —%
    • To-Go, or Carry-Out Meals or Beverages
      —%
      —%
  • Survey Data

  • About the Survey

    Packaging Matters is an annual study of consumer satisfaction with
    packaging. Packaging is defined as all aspects of the container that a
    product comes in, including shape, color and materials it is made from, as
    well as graphics and labeling.
    The study was conducted in the form of an
    online survey in September 2013 and sampled 7,665 consumers in 10 global
    markets, including Brazil, China, Germany, India, Japan, Russia, South Africa,
    Turkey, the U.K. and the U.S.

    The full survey data is available by clicking through the following sections.

  • Question

    Democrat Republican
    • Overall
    • ${label.a} ${label.a}
    • Customize...
    A
    B

    The total percentages do not always total 100 due to rounding.

Customize

Population A

Population B

  • :

Population B

Age

  • Millenial (18-34)
  • Gen X (35-44)
  • Boomer (45-64)
  • Senior (65+)

Income

  • < 50K
  • 50K-75K
  • 75K-100K
  • 100K+

Gender

  • Male
  • Female

Education

  • High school or less
  • Some college
  • College+

Home Water Source

  • Well
  • Municipal
  • Doesn't Know

Willing to Pay More

  • Yes
  • No

Pays Water Bill

  • Yes
  • No

Region

West Midwest South Northeast

Location

  • City
  • Town
  • Suburb
  • Rural

Party

  • Democrat
  • Republican
  • Independant
blah
— ffunction