Think smaller
Over the past few decades, consumers have increasingly been trained to see ever-larger portions as the "correct" serving size. In fact, average portion sizes have grown substantially in the past 50 years, with some estimates indicating that portions sold currently at supermarkets are 10 times larger than those sold in 1970, says "Portion Control – US," an April 2009 report from global market research firm Mintel. Even the average size of a dinner plate has increased 36 percent since 1960, becoming one of the driving forces behind the increase in consumed calories.
Many reasons to downsize
As more and more Americans are beginning to realize their need to reduce calorie consumption, they are looking to portion-control packaging to help manage their caloric intake. In fact, nearly 44 percent of consumers surveyed between March and April of 2012 either strongly agreed or somewhat agreed that 100-calorie snack packs helped them to eat healthier, states "Food and Beverage Packaging Trends in the U.S.: Consumer Viewpoints and Marketer Opportunities," a June 2012 report from market research firm Packaged Facts, a division of Rockville, Md.-based MarketResearch.com.
However, calorie control is only one reason portion-control packaging is important to consumers. Lisa McTigue Pierce, executive editor, Packaging Digest, gives three other reasons:
- Portion-control packaging appeals to the on-the-go consumer as a convenient snack option.
- The smaller packaging often comes with a smaller price tag, and that price difference can be very important to consumers on a limited budget.
- Portion-control packaging is kid-friendly, suitable for both school lunches and after school snacks.
Additionally, portion-control packaging helps to cut down on waste. Consumers become frustrated when they throw away something they purchased and intended to consume but never did, and portion-control packaging helps to prevent that, says Sal Pellingra, director of innovation at Cincinnati-based Ampac.
"Portion-control packaging is a huge opportunity to control and manage food or product waste," he says. "Having servings packaged separately will help to preserve the portions that arent being used."
Take, for example, yogurt containers, says Roman Forowycz, chief marketing officer for Elk Grove Village, Ill.-based Clear Lam Packaging.
"Over the last couple of years, we have seen retailers move their yogurt packaging away from multi-serve larger containers to single-serve, snap-apart packaging – and experience a lot of success. Because consumers can now open only what they need, the product lasts longer, and it provides a fresh experience as each serving is opened," he says.
Communicate effectively
But whether theyre looking to roll out portion-control yogurt, fruit in syrup or something else, retailers need to properly position the product when marketing to a specific consumer category, Pierce says. For example, a portion-control product that would appeal to baby boomers could be better marketed for health-and-wellness purposes, whereas a portion-control product that would appeal to kids and their mothers could be best marketed as a lunch treat or afterschool snack.
Portion-control packaging also must properly communicate its contents. Jane Asmar, vice president of sales and marketing for Fowler, Calif.-based National Raisin Co., emphasizes the need for front-of-pack callouts on portion-control packaging.
"Many of our customers are asking for nutritional callouts such as great source of energy or high in fiber," she says.
Calorie, carbohydrate and sugar content also are important to communicate on front-of-pack callouts, says Pat Nicolino, vice president of marketing for Carneys Point, N.J.-based Clement Pappas & Company Inc. But it could take more than callouts to grab shoppers attention.
Dont be a copycat
To stand out on the shelf, packaging of portion-control store brand products should boast a unique design and not just copy the national brands look.
"The me-too offering can often leave a consumer with a sense that they didnt buy the best product, and settled," Pellingra says.
Pierce agrees, noting that retailers should look to store brand leaders such as Target, Whole Foods and Safeway as role models for how to create a store brand identity to which consumers are attracted.
In terms of specific categories, retailers especially need to do more with their portion-control beverage packaging, says Beth Wierzbicki, marketing director for Clement Pappas.
"Single-serve beverages – and therefore, portion-control packages – have traditionally been a more challenging segment of the market for private brands to own because it has been a national brand-driven segment and often has distinct imagery," she says. "This is a particular segment where the retailers store brand needs to really resonate. Many retailers are finding they need to rethink their brand architecture in areas like this."
But when theyre rethinking the design of portion-control packaging, retailers shouldnt rely solely on their manufacturing partners. They also should consider involving package design companies in the process, Pellingra says.
"Retailers that reach out to packaging companies can often find innovative packaging that they werent aware of," he says. "This can lead to some first-to-market packaging ... and a new way to compete and be current and fresh."
Promote products creatively
Speaking of ways to compete, retailers should consider merchandising their store brand portion-control products beyond the shelf – in other areas of the store. As an example, Pierce points to Safeway and its "$5 Friday" deals. For the past few months, she has noticed that her local Safeway store arranges a number of products – all on sale for $5 – in a horseshoe shape by the front door on Fridays. Doing so makes shopping convenient and engaging – and moves the featured product away from the competition on the shelf.
But location isnt everything. Time also is critical when merchandising portion-control store brand products – as it is with merchandising any other store brand products. Retailers need to determine when it makes the most sense to promote these products.
For example, Asmar notes that many retailers have had success promoting their own-brand products during the weeks leading up to a major national holiday – before the national brands go on promotion during the holiday week.