MeadWestvaco Corporation (MWV) has released the second edition of its Packaging Matters survey into the role packaging plays in consumer purchasing behaviour, brand loyalty and overall product satisfaction.
According to the global packaging company, the MWV Packaging Matters study explores the varying levels of impact packaging has on consumer shopping behaviours across the globe, and reveals “a clearly low level of satisfaction in some European markets such as the UK and Germany”.
Top findings of the study include:
- Only 7% of UK and German consumers are completely satisfied with packaging today – compared to the 11% global average – leaving a vast majority of people wanting more from their packaging
- Packaging is almost as important as brand in influencing overall product satisfaction
- Packaging impacts the core purchasing process in-store:
– 57% of German consumers and 64% of UK consumers have tried something new because the packaging caught their eye
– 31% of German consumers and 28% of UK consumers have repeated the use of a product because of the packaging
– 19% of German consumers and 30% of UK consumers have changed brands from a product they have purchased in the past because of a negative experience with the packaging
MWV concludes that functional attributes, such as protecting the product from spilling and making the product easy to get out, are considered the most important packaging attributes to consumers across all product categories.
However, the company says, these same attributes are “underperforming in the eyes of consumers”.
By comparison though, attributes related to the appearance of packaging, such as being attractive and easy to find, are said to be “overachieving” based on the perceived importance to consumers.
“Using Packaging Matters data, brands can better understand consumers’ relationship with packaging,” says Steve Kazanjian, vice president, global creative, MWV.
“There is a great opportunity to strengthen the connection between packaging satisfaction and brand experience to help drive trial and repeat purchase.”
Research for this year’s MWV Packaging Matters study was conducted among 7,665 consumers in ten global markets, including Brazil, China, India, Japan, Russia, South Africa, Turkey and the US, adding the UK and Germany for the first time.
www.mwv.com/packagingmatters
