A new report on packaging from Pelican Communications and explored by Packaging Europe reveals that nearly half of all consumers have an interest in packaging innovations such as resealability, ease of opening, and interactive features like QR codes. The survey also revealed that nearly a quarter of participants had bought on the basis of packaging alone. Snacks/confectionery and alcohol were among the products most heavily scrutinized by consumers on the basis of packaging.
“Consumers are clearly attracted to innovations in packaging which is a strong argument for brands to continue to invest in the development of their packaging. Whilst packaging is just one element of the marketing mix, its immediacy to the point of purchase means it can have a disproportionate effect in driving sales,” said Michael Bennett, managing director of Pelican Communications.