3/1/2013
Product packaging has a greater influence on consumers’ willingness to try a new product than TV ads, online reviews, or friends’ recommendations, according to MeadWestvaco. Almost four in 10 consumers (37%) try new products because of their packaging, and 28% make repeat purchases because of the packaging’s performance in at-home use. Packaging is the second most important motivator for repeat purchases, after in-store offers (34%).
The most important aspects of packaging to consumers are functional features such as protecting the product from breaking or spilling, being easy to reclose, and enabling the user to get all of the product out of the package.
Consumers are most satisfied with packaging for soft drinks and shelf-stable foods, but fewer than a quarter are very satisfied with the packaging for any specific product category.
Americans are most satisfied with packaging when shopping for products and carrying them home, but their satisfaction declines as they open, use, reclose, and dispose of the package. Overall only one in five consumers (20%) are very satisfied with the packaging of the products they buy. One in 10 (10%) are dissatisfied or very dissatisfied.
Open To New Brands
Half of online consumers worldwide (50%) and 57% of those in North America say they’re generally willing to switch to a new brand, according to Nielsen. At the same time, fewer than three in 10 North Americans (29%) consider themselves early purchasers of new products.
Consumers worldwide are most willing to try new brands of food and beverages; 49% have purchased four or more new food or beverage products in the past six months. More than a quarter (26%) have bought new clothing or other apparel items during this time, 24% have bought new personal hygiene products, and 18% have bought new books.
Friend/family recommendations, viewing the product in-store, and free samples are the top influences on consumers’ willingness to buy new products.
The Internet has the strongest influence on purchases of new consumer electronics products (81% say it’s somewhat or very important), appliances (77%), books (70%), and music (69%).
Sources: “Packaging Matters: Packaging Satisfaction Study,” February 6, 2013, MeadWestvaco, Brian Richard, Director, Consumer & Customer Insights, 501 S. 5th St., Richmond, VA 23219; 804-444-1000; www.mwv.com/packagingmatters. Price: Selected data available online at no charge.
“Nielsen Global Survey Of New Product Purchase Sentiment,” January 2013, Nielsen, Mia Scott, Communications Analyst, Advertising Expenditure & Effectiveness, 770 Broadway, New York, NY 10003; 646-654-5000; mia.scott@nielsen.com; www.nielsen.com. Price: Available online at no charge.
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