Study finds packaging more important than ever to U.S. consumers WestRock recently published Packaging Matters, the company’s • Packaging has an impact on brand loyalty. Some 35% of consumers say they have switched brands because of new packaging. • Beverage packaging tops the satisfaction list. Nearly 70% of consumers are very or completely satisfied with both nonalcoholic and alcoholic beverage packaging, while less than half are satisfied with packaging for to-go meals. Ask the pros WestRock also surveyed 200 professionals who work at consumer packaged goods companies and have influence over brands’ packaging decisions. The survey found that these packaging professionals also recognize the importance of packaging, but while 66% of professionals say that their brand is already making a strong effort to improve packaging to meet consumer needs, only 14% of consumers strongly agree with that statement. This indicates there is much to learn from the different perspectives of consumers and professionals that can help improve satisfaction and drive purchase intent and brand loyalty. “WestRock’s research adds to the packaging professional’s knowledge by connecting them with the minds of consumers so that we can better meet their needs,” said Erin Weinland, Director of Consumer Insights, WestRock. “This provides a roadmap to innovate and test out new ideas that are consumer-driven.” Spray fourth annual study of the impact of packaging on product satisfaction and consumer purchasing behavior. This year’s survey of 2,000 consumers found that the importance of packaging to U.S. consumers has increased over the past two years among those who said that packaging is very or extremely important to their satisfaction with products. Meanwhile, the relative importance of other factors such as product quality, price, convenience and brand have stayed constant or declined over the same period. “WestRock’s Packaging Matters study provides important research that will help us and our customers better understand the attitudes of consumers about packaging,” said Steve Voorhees, WestRock CEO. “This better understanding of consumer attitudes about packaging will improve our and our customers’ ability to succeed in the marketplace.” The study showed that: • Packaging is as important as brand. The importance of packaging to product satisfaction has directionally increased over the past two years from 18% to 26%. • Functional features drive satisfaction. Sixty percent of consumers said they have purchased a product again because of the packaging’s functionality; 38% said they have done so because of the packaging’s aesthetics. August 2016 Spray 21
Spray August 2016
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