Shoppers may have a list in mind when heading to the store, but research suggests that approximately 82% of in-store purchasing decisions are made at the actual point of purchase when the consumer does not specifically have a preset brand in mind.
With an undecided consumer standing front of your product, your packaging needs to stand out. Here are six considerations to make in standing out from your competition:
Sustainable
According to Mintel’s 2017 Global Packaging Trends Report, 21% of Canadian consumers are interested in a resealable or re-closeable packaging in order to reduce waste – in addition to delivering on known consumer desire for portion control.
Usable
Innovating and testing new packaging formats that stand out from the competition can include the way you make it easier or more convenient to consume. Squeezable sour creams and apple sauces revolutionized the ease of use of their product taking them from traditional packages that relied on spooning out the product to squeezable formats which could be simply used by anyone. By bucking the trend alone, you will stand out on the shelf and create space between you and your competition.
Transparent
Sometimes being different is as simple as being clear with your packaging and labeling. By clearly showing what’s inside your package, you gain trust and purchases with consumers. People are more interested in what’s in their food, how it’s made and from where the ingredients originate. Sometimes less noise in packaging is more. And, what can be more simple then clear packaging?
Refreshed Look
Speaking of less is more, it’s been proven time and again that packaging can outmatch quantity for the same price. For example, Libby’s refreshed their sweet corn packaging with a new flexible stand-up pouch and line priced it against their can package. While both were available at $1.19, the new stand-up pouch offered two ounces less product, but still outperformed the canned corn.
Premium Feel
Appealing to the consumer’s senses goes beyond taste and sight. Aloha bars are a great example of a product with a branded sense of touch or premium feel. From the box to the actual individually-wrapped protein bars and powder pack, you get a high-touch premium feel to this vegan-friendly product for which consumers are paying extra.
Eye Catching
Shoppers are in a hurry, but once they find the section of ketchup, soft drinks, etc. that they’re looking for – you may have a fraction of their tunneled, peripheral vision whereby you need to catch their attention. Aside from shape, message, new packaging and feel – you may also throw in an eye-catching element within your packaging, much like Tito’s Handmade Vodka and its copper cap.