Consumers want to see their values in packaging says Engage Research

Consumers want to see their values in packaging says Engage Research

In their latest report, Engage Research claim that savvy consumers will place increasing pressure on FMCG brands to adopt product packaging that more closely represent their values as well as their needs. 

“There is plenty of evidence in the market to suggest that consumers are changing the way they shop, both on cost and convenience grounds,” explains Engage Research director Lyndsay Peck.  “As part of that, a growing number are looking for smaller meal portions, re-sealable packs to help reduce food waste, and also a change towards a more sustainable approach to packaging.”

 

This, says Peck, means that on existing as well as new product development, brands need to give broader consideration to their approach to new packaging.

 

Engage’s “Evolve Pack” research offering covers five areas: standout (can you locate the product in situ and how easily?); motivation (would you buy it? what do you think of it? what would make it better?); difference (is it different? is it exciting?), visual (how well do the pack’s visual equities of colour, name, shape and icons work?), and communication (how well does the pack convey the product’s positioning, whether that be price, benefit, function or target?).

 

Engage Research offers a broad range of experience across brands, categories, markets & business issues using a wide range of research techniques in markets across the globe. The company has particular expertise in innovation, consumer & market strategy, brand and communications, packaging, pricing & conjoint research in the FMCG and media sectors particularly.

 

Stephanie Cornwall
Stephanie Cornwall
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