Dive Brief:
- While many manufacturers focus on the visual appeal of their packaging, functionality was actually the most important feature to consumers. About 40% ranked that on top, compared to 14%, who said design and appearance was most important, according to a recent survey from Asia Pulp and Paper.
- Package sizing was the second-most important feature, with nearly a quarter of consumers putting it at the top of their list. Whether packaging is made from recycled or sustainable materials followed closely behind.
- In terms of demographics, functionality was most important to baby boomers (45%), then Generation X (39%) and millennials (34%). Appearance was most important to millennials (21%), then Generation X (13%) and baby boomers (8%).
Dive Insight:
While functionality is still ranked the most important packaging feature, design and appearance are more important to millennials than the two older generations. In a report published earlier this year, 53% of millennials ranked relevant styling as one of the aspects companies can use to create value.
Balancing functionality with design and visuals that capture the attention and interest of millennials is a necessity to stand out on crowded shelves. Smaller brands are taking up more shelf space and catching shoppers' eyes with fresh packaging that stands out from the brands consumers have seen on the shelves for decades.
While functionality was most important to all the generations surveyed, its demand among baby boomers demonstrates a key point for manufacturers considering making medical foods and other products targeted at older populations.
Just as important as the nutritional content and health benefits, the packaging must also be easy to open, use and cook with. That's especially true if conditions like arthritis or muscle weakness are common among the target demographics.