Dive Brief:
- Increasing the digital advertising spend should not decrease the packaging spend as both are important to market success, says Packaging Digest. The piece goes on to examine success and failure in a packaging refresh done by Kraft and Tropicana.
- According to a 2014 study, nearly two-thirds of consumers said that packaging influenced them to buy a product for the first time; 55% said they purchased a product again because of positive experiences with packaging; and half of consumers said they did not buy a product again because of negative experiences with packaging.
- Instead of tightening packaging budgets, manufacturers may consider investing more in packaging as a way to add brand value and make packaging a key part of initial product development and reformulation strategies.
Dive Insight:
Experts say packaging can create personal connection, relevance, and distinctiveness. And according to the piece, the time to redesign a package is not based on trends but rather when consumers require added value or when the personal connection and relevance to the product is lost.
As consumers have become more ingredients-focused, so too have manufacturers. Clean labels, natural ingredients, and organic products have been manufacturers' answers to consumer demands. But if new and reformulated products don't have the right packaging, the products could still fail.