By Mick Clark, Managing Director, WePacK11.01.18
What do PepsiCo’s SunChips and Tropicana have in common? Both products have been subject to packaging misfires. A biodegradable bag for the popular U.S. snack was withdrawn after customers complained it was too noisy, while an ill-conceived product redesign for the juice carton resulted in a 20% drop in sales.
Both cases illustrate the fine line manufacturers must tread between retaining brand recognition in their products and meeting consumer expectations for streamlined and sustainable packaging. It’s something that matters to buyers more and more; in a Nielsen Global Survey on corporate social responsibility, 52% of respondents around the world said their sustainable purchase decisions are influenced by packaging.
In response, brands are looking to their packaging suppliers for cost-effective solutions that strike the right balance. But even where aims can be met to reduce weight, shrink volume, or offer a compostable alternative, can the product remain recognizable at the point of sale?
Be careful about making radical changes. Consumers like to recognize their favorite products and brands instantly on the shelf. But if too many
Both cases illustrate the fine line manufacturers must tread between retaining brand recognition in their products and meeting consumer expectations for streamlined and sustainable packaging. It’s something that matters to buyers more and more; in a Nielsen Global Survey on corporate social responsibility, 52% of respondents around the world said their sustainable purchase decisions are influenced by packaging.
In response, brands are looking to their packaging suppliers for cost-effective solutions that strike the right balance. But even where aims can be met to reduce weight, shrink volume, or offer a compostable alternative, can the product remain recognizable at the point of sale?
Be careful about making radical changes. Consumers like to recognize their favorite products and brands instantly on the shelf. But if too many
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