It is no news that the consumers are influenced by what they see on the shelves of supermarkets, pharmacies and perfumeries. Behavioral studies show that visual elements such as colors, the layout and the format of the packaging and the way they are exposed are factors that motivate the purchase of a product.
The survey ‘The Right Time to Engage the Shopper’, published by Nielsen, shows that on average 70% of the buying decisions are made in front of the shelves, and that the shopper spends 15 seconds in the supermarket aisles and pays attention to each visual stimulus for only 1.6 seconds. The survey also points out that among the triggers of those planning a purchase are: brand (54%), quantity (18%) and product variety (16%). The size of the packaging and how much they want to spend are of equal importance to the consumer (13%), followed by the type of packaging (11%).
For products that demand low purchase planning, like chocolates, yogurts, cheeses, biscuits and tomato sauces, packaging can encourage impulse buying.
In the category of products with high planning, such as toilet paper, toothpastes, deodorants, soaps, diapers, laundry soap, coffee, meats and butter, the shopper is more sensitive to price changes, but less prone to start using another brand, remaining in its range of well-known brands.
In this way, the packaging evolves to follow the consumer profile, such as yogurt bottles replaced by glasses for the young audience, plastic containers replacing glasses for soft cheese, because they are stackable and prevent breakage, and stand-up pouch for tomato sauce instead of cans, for consumers that are looking for convenience and lighter packaging.
The search for healthier lifestyles also influences the range of products and launches in order to contribute to the maintenance of health and the well-being of the consumer. The packaging of these products follow the line of differentiation, with a more modern and colorful design. Examples include butter, yogurt, soft cheese and ice cream, with “light” and “zero fat” versions, as well as lactose-free, gluten-free and vegan products for those who have food restrictions or do not consume animal products.
Another trend is the “premiunization” of products, which creates more remarkable and interactive experiences, with the combination of different flavors and aromas and sophisticated packaging.
A growing movement in recent years has been the reduction of the size of packages and the increase of the individual portions, due to the number of single people or people who live by themselves and want to avoid waste.
However, especially in Brazil, even with a number of smaller product options, many consumers still prefer “economic” (or family) packages, with 1 kilo, 2.5 liters and 5 liters, due to the price-performance ratio.
The use of new packaging technology brings convenience to the consumer and also increases the shelf-life of products, such as the resealable technology, microwavable materials that can be heated in the microwave and the film that can be baked, because it allows a meat to be cooked in its own packaging.
Regardless of which way life goes, the consumer will remain the great target to be achieved, both with new products and packaging, so that they can have more convenience and advantages to have their needs met and continue to buy.
Source: Embalagem Marca, Priscila Troian
Monday, April 10, 2017