Packaging just as important as brand

The number of U.S. consumers who count packaging as "very important" or "extremely important" to their satisfaction with products has increased over the past two years, according to the 2016 "Packaging Matters" report from Norcross, Ga.-based WestRock. The report provides the findings from the company’s fourth annual survey-based study of the impact of packaging on product satisfaction and consumer purchasing behavior.

This year’s survey of 2,000 consumers also found that the relative importance of other factors such as product quality, price, convenience and brand have stayed constant or declined over the same period, WestRock said.

The study also 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 percent, WestRock noted.
• Functional features drive satisfaction. More consumers say they have purchased a product again because of the packaging’s functionality (60 percent) than say they have done so because of the packaging’s aesthetics (38 percent), the company said.
• Packaging has an impact on brand loyalty. Some 35 percent of consumers say they have switched brands because of new packaging, WestRock said.
• Beverage packaging tops the satisfaction list, while takeout meals need improvement, the company noted.
• Nearly seven in 10 consumers are very or completely satisfied with both non-alcoholic and alcoholic beverage packaging, while less than half are satisfied with packaging for to-go meals, WestRock stated.

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 percent of packaging professionals say that their brand is already making a strong effort to improve packaging to meet consumer needs, only 14 percent of consumers strongly agree with that statement. These findings show there is much to learn from the different perspectives of consumers and professionals that could  help improve satisfaction and drive purchase intent and brand loyalty.

“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, CEO, WestRock. “This better understanding of consumer attitudes about packaging will improve our and our customers’ ability to succeed in the marketplace.”  

To learn more, visit https://www.westrock.com/en/insights#packaging-matters-2016.