Innovative cartons attract consumers, who may pay more for unusual designs, reveals M-real research

 

Latest studies track consumer response to packaging on the shelf, in handling and in use

Recent studies, commissioned by M-real Consumer Packaging, have found that cartons with innovative designs attract consumers on the shelf, but that difficulties in opening and closing the same package will alter opinions dramatically and influence the decision on whether to repurchase a product.  The studies also showed that consumers are prepared to pay more for products in special or unusual packaging and for a board grade that provides good print and colour reproduction.

The studies, conducted for M-real by an external research institute, also examined how board grade, surface finishes and board stiffness can influence consumers.

Riikka Joukio, VP Marketing for M-real Consumer Packaging, comments on the research: “Increasingly packaging is required to act as a ‘silent salesman’ for a brand, especially with the rise in retailer own brands and when as many as 70% of purchase decisions are made at point of sale.  Lasting impressions can be made at first sight, but we felt it was also vital to find out if opinions change at a later point in a carton’s life cycle.”

In the first test, a supermarket shelf was filled with genuine but foreign confectionery brands, and seeded with three differently shaped packages in a mock chocolate brand design. Participants wore eye tracking glasses that automatically detect eye movement and result in ‘heat map’ showing what attracts and holds the consumers’ attention. Participants were also asked to pick out what they considered the best and worst designs.

Packages with unique shapes, fit-to-product colours, and large front faces with a window through which the product is visible received most attention on the shop shelf. High attention is also paid to negative aspects of packages, such as a grey shade, cartons that are too small or ‘ugly’, and designs that are not complementary to the product.

In the second test, participants were asked to handle the dummy chocolate cartons, all having the same print design but produced in four different shapes.  It was found that their perception of the cartons changed dramatically between first impressions and after opening and using the cartons.  An unusual shape that was considered innovative and tempting at first, was rejected when it proved tricky to open or close when saving some of the product for later consumption.

Other characteristics appreciated by consumers are deeper colour reproduction, which signifies to them full-flavoured, better quality chocolate; and a white and clean, hygienic appearance, which implies the product is fresher and better tasting. 

The outcome of the consumer perception test was clear: the package is an integral part of the product itself and both need to be complementary. Many comments of the participants concerned the product, even though it was only the package that they were asked to evaluate. The package has to reflect brand values.

All M-real’s research is conducted to support the industry, at present experiencing a difficult period with calls for lower costs, reductions in packaging and waste, and questions on the sustainability of cartonboard products. There is no short cut – but M-real’s considerable investment in studies can help make savings for everyone throughout the value chain by lightweighting, optimum performance, providing good sensory properties, reducing waste, lowering transport costs and helping attract consumers at the point of purchase.

Link to photo:  http://databank.metsaliitto.com/metsaliitto/mreal.jsp?x=6063919&i=25314912114220325390160226195233909825489143

For further information please contact M-real Consumer Packaging:
Jussi Tarvainen, Technical Marketing Manager
Mobile +358 (0)50 598 9757
E-mail: jussi.tarvainen@m-real.com

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