85% of those quizzed in a survey conducted by JRA Research on behalf of the company reported that they had experienced some frustration with packaging.
The company is using the results of the research to support its repositioning in the market to address four areas: opening, closing, informing and protecting. It has dubbed the new approach ‘Packaging Resolved’.
Functionality
“It is very clear from this research that functionality is a major part of what consumers consider to be good packaging,” said Payne MD Martin Dallas.
He said respondents to the survey were not prompted to highlight difficulties with opening packaging, but did so anyway.
“... Concerns about over-packaging only became more prevalent when consumers were prompted on the subject, whereas difficulties in opening a pack or having to use scissors or other sharp instruments to gain entry were very much front of mind all the time.”
Multi-functionality
Dallas also said Payne’s new approach would consider combining different packaging functions. “Consumers are seeking functionality in their packs but brand owners need multi-functionality where elements of the pack are able to carry out more than one role.
“For example, a tear tape or label for easy-opening can also provide a means of communication between a brand and its consumers; a resealable pack can combine user-convenience with product protection, portion control and the minimisation of food waste.”
A total of 500 people, divided equally between men and women, were canvassed in the online survey.
- FoodProductionDaily.com is holding Sustainable Packaging, an online event, on February 28, 2013. For more details, or to apply to be a speaker, please contact Rod Addy, editor, FoodProductionDaily, at rod.addy@wrbm.com.