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Consumers want convenience in packaging

Aug. 20, 2012

Resealability and easy to open/close head up the list of packaging attributes most valued by consumers, followed by the ability to maintain freshness, according to Food and Beverage Packaging Trends in the U.S., a just-released report from Rockville, Md.-based Packaged Facts. Less important features include attractiveness of design and more surprisingly, a realistic image of the product. And only 20 percent indicated that the ability to microwave in the package is especially important, although that's an increasingly popular package feature for frozen foods.

With beverages, as with food products, consumers prize convenience-oriented features, including packaging that is easy to open and close, easy to pour and serve, and easy to hold. Packaging that makes it easy to eat or drink on the go ranked further down on the list, despite the popularity of single serve and other convenient beverage formats. Product freshness again ranks high, and is especially important in milk, juices, and ground coffee. Consumers also ranked environmentally friendly packaging as fairly high in importance.

While consumers generally aren't dissatisfied with the packaging options available to them, innovative packaging is a value-add that can determine product format or brand choice, according to David Sprinkle, the publisher of Packaged Facts -- especially since consumers aren't totally happy with packaging choices, either. Paradoxically, and perhaps unfairly, they don't necessarily think highly of manufacturers' packaging efforts. Packaged Facts survey data show that 60 percent of consumers strongly or somewhat agree that manufacturers often make insignificant packaging changes, and 45 percent think lighter weight or less bulky packaging is important. Survey responses also turn up some common complaints across major food and beverage categories, with most clustering around consumer frustrations with package opening and closing, resealing, maintaining freshness, and food safety issues.

www.packagedfacts.com