Everyone is attracted to bright, shiny things. But at retail, standing out on the shelf is only part of the equation. Once you’ve attracted your customer, you have to activate them to get that product into their cart and across that scanner.
Stand out on the shelf and get into that grocery cart.
Mintel recently released its global consumer packaged goods predictions providing insight into how we can make meaningful connections at retail.
Take a minute to think about how these might affect your packaging strategy. Then, remember to test your ideas with focus groups.
Calories Count. Consumers are more concerned than ever about caloric intake. If you’ve got a great story to tell, get it on your packaging.
So Does Sodium. According to Mintel, this is slated to be the next major health movement.
Keep it Local. Foods and beverages that use local ingredients will remain an important factor in purchasing decisions in 2010. Expect manufacturers to expand the definition of local beyond a region to include the entire United States.
Fresh with Few Ingredients. Consumers identify foods with fewer ingredients as being better for them. Even if the fat and calorie content are high, if a product is made with fresh, all-natural ingredients, they have appeal. Just look at what Haagen Dazs has done with its “Five” line – ice creams made with just five simple ingredients.
Color Coding. If you have different versions of a brand, make them stand out with color to help emphasize the variety of the line.
No one wants to revamp their packaging only to find out it has a negative impact. Remember the Tropicana debacle of 2009?
If you’ve forgotten, click here for a quick refresher.
Source: The Independent
Labels: Packaging, Premium Food, Stephan & Brady
