Packaging as a tool to connect with consumers

Can food packaging really be used to build a connection with the consumer? Let’s find out.

When we’re at the store, what we see on the shelf is one of the biggest deciding factors of whether the item will be added to the cart. Many times, something on the shelf piques our interest due to the way it looks and we end up choosing a completely different product than what we had originally intended to buy. This is where packaging plays a huge role in the buying decision of a typical consumer. Brands have always tried to leverage packaging as a means to influence the buying decision of their target audience.

With the increase in disposable incomes and lifestyle changes of the average Indian consumer, the demand for packaged food, ready-to-cook, and ready-to-eat items has gone up in an unprecedented manner. Between 2021 and 2026, India's packaging sector is predicted to grow at a rate of nearly 27%.

This strengthens the theory that packaged food uptake will only rise. This presents an all-new opportunity for brands. In an overcrowded market like South Asia, brands need to up their ante by adding to their USP, and packaging is potentially a huge selling point. A fascinating packaging that speaks directly to the customer is what all brands want to offer.

What does the consumer want?

The consumer today demands more for the same price. Due to the competitive nature of this industry, the consumer is mostly in a position to expect a value-add from the brand. If a brand successfully provides the customer with a better value for their money, it can expect some brand loyalty in return.

Consumers also expect brands to design packaging in a way that is reusable or recyclable. Today’s consumer is highly aware and wants to associate with a brand that is too.

There is a lot of research that goes into designing the packaging that is eventually offered to the consumer. Everything is decided based on data and references – the shape, size, color, font, etc. are chosen with due diligence and proper consumer insights. It is to be kept in mind always that the product does not only have to be aesthetically pleasing but also has to incorporate consumer demands and trends. For instance, details like how easy it is to handle or pour, how convenient it is to store, and what message it conveys to the consumer about the brand - everything has to be considered.

Trends in packaging

The Indian food packaging industry has been growing tremendously. As per a recent report, the food packaging industry in India is estimated to achieve a $32 billion annual turnover by 2025.

This huge rise in the demand for packaged food has also given way to several new trends in packaging. The biggest trend that has come to the fore is the demand for sustainable packaging. As a result, more brands are now experimenting with packaging which is earthy, subtle and in neutral colors – all of which make the product more natural-looking and less artificial.

Also, brands are trying to be as environmentally friendly as possible by using recyclable raw materials. The next most significant trend is the use of QR codes, personalized discounts, instruction manuals, recipes, and detailed information about the origin of the product. QR codes and gamification are being used to give the customer more interactive and personalized products. While packaging has been one of the key differentiators for brands, with new technology coming into the picture, consumer engagement is now going to the next level.

Packaging has evolved greatly over the past few years and has a great role to play in a customer's purchase journey.

SIG’s rich understanding of the packaging ecosystem and the latest trends can help any manufacturer serve their customers better. The connected pack solutions enable manufacturers to provide experiences beyond the pack and product. The PAC.ENGAGE solution can go beyond the usual and help your brand make a lasting impact on your customer. SIG’s new carton packaging material SIGNIA is in line with their strong focus on the environment. The range uses unbleached, natural brown paperboard pack which is largely renewable and fully recyclable. With SIG’s wide variety of packaging solutions, manufacturers are able to drive up their brand engagement significantly.