Product packaging has to fulfil many functions, especially those intended for food storage. Not only does it have to protect from external influences, but it also has to meet consumers’ expectations, which are becoming ever more demanding. Thus, product packaging should have an interesting design, be functional and transparent, stand out on the shop shelf and... be ecological. And this last factor is the one that an increasing number of consumers are paying particular attention to – as many as 82% of those surveyed say they are willing to pay a premium for sustainable packaging1.
Packaging in ECOtrend
The packaging of a product is as important as the product itself. This is confirmed by the EKObarometer survey conducted by SW Research in cooperation with the Akomex Group. Nowadays, consumers are not satisfied with just a high-quality article – the class of what it is packaged in is just as important. For a growing number of Poles, it is essential that packaging is made from recycled raw materials – this is declared by 70% of the countrymen. In addition to this, 65% of Polish consumers believe that those made of cardboard have a less negative impact on the environment than those made of plastic, 63% of the countrymen expect producers to be transparent and to regularly assess the impact of the manufacturing process on the environment, and 62% of Poles surveyed say that their countrymen need more education about the impact of cardboard on the environment2.
Cardboard is considered the most biodegradable material by 40% of consumers surveyed. Eco-friendly packaging is not the only issue that consumers point out. Many of them – 68% – note that products are placed in packaging much larger than necessary. This situation wastes the resources used in their production and increases the amount of residue, which has a negative impact on the environment.
„The results of opinion polls clearly confirm the growing environmental awareness among consumers and their positive attitude towards corrugated packaging as a greener alternative to plastics. (...) Also, the phenomenon of over-packaging of products is important from the point of view of brands, and its solution could bring both environmental and economic benefits. It is also important to note that a significant percentage of consumers (70%) expect packaging manufacturers and producers to use recycled raw materials, highlighting the need to reinforce sustainable production practices. Therefore, the aim of manufacturers must be to provide packaging that is functional, environmentally friendly and tailored to the real expectations of consumers,” – comments Grzegorz Łajca, President of Akomex Group.
Consumers expect packaging manufacturers to provide clear information about the product itself and how the production of packaging affects the environment.
Is it the inside that counts?
While environmental issues are extremely important to consumers, they are not the only ones – customers expect much more from packaging. Among other things, customers’ purchasing decisions are influenced by the appearance of the packaging. And although it is what is inside that counts, customers buy with their eyes, so the appearance, design, colours or quality of the packaging influences their decisions, encouraging them to put a particular product in their shopping basket. Attractive packaging makes the product stand out on the shelf and arouses customer interest.
Packaging should be aesthetically pleasing with an eye-catching colour that evokes positive emotions. It is also important that the company logo is clearly visible, which helps to build a positive relationship with customers and gain their trust. The shape is also important – an unusual format is easy to spot and arouses consumer interest. However, it is not only the visual impression that determines whether a customer will reach for a product – the sensory experience is also important. Manufacturers very often make a distinction between women’s and men’s packaging. In the case of those intended for women, the texture is usually softer, while those dedicated to the male gender tend to be harder.
In addition to aesthetics, practicality and convenience are also extremely important. Customers are more likely to choose products with packaging which is easy to open, use and store. As mentioned earlier, Polish consumers attach great importance to clear information on packaging. The origin of the product they contain is crucial to them. Increasingly, Poles are choosing articles from Polish producers, thus wanting to support the local economy.
Honorata Jarocka, Principal Analyst at Mintel, commented on the expectations of nationals regarding packaging: „Within personal health, consumers are looking for a helping hand and facilitation, hence brands should engage more strongly on the graphical issue of packaging with an emphasis on simple and clear communication of product benefits. One piece of the communication puzzle could be visual nutritional labelling systems such as Nutri-Score. Almost a third of Poles (32%) agree with the statement that nutrition labelling systems such as Nutri-Score help them to find healthier products on the shelf. Another important aspect is entertainment and fun. Packaging can fit into the need for around-product engagement, for example by combining an element of fun with sustainability. One example is Nestlé’s ‚Sow seeds, save the bees’ campaign, where the purchase of selected breakfast cereals enabled consumers to receive a sachet of honey plant seeds. Seeds were thus encouraged to be planted in pots, gardens or meadows. Thinking about additional interaction with the brand, it is worthwhile to continue to inspire new culinary experiences with on-the-box recipes on packaging, which remains a practice desired by consumers, especially Polish consumers”3.
Packaging through the eyes of women
As the research presented above shows, packaging is of key importance to consumers and it often determines which item lands in the shopping basket. And how do women view product packaging? Is it equally important to them? An ASM Research Solutions Strategy study4 shows that as many as 72.7% of female consumers pay attention to the packaging of a product, and 27.8% of Polish women, if given a choice between two products with similar characteristics, will choose the one with the nicer packaging – even at a higher price. Only 9.5% declare that the packaging does not matter to them.
As it turns out, the largest group of women consider cosmetics’ packaging to be the most important (73.4%). Food packaging (65.35%) and household chemicals (46.6%) are also very important. On the other hand, the packaging of medicines is the least important to women (36.5%). The cosmetic product most associated with aesthetically pleasing and interesting packaging is perfume, which Polish women were asked about in the survey. On average, 71% of them pay attention to it when buying this type of product (the highest number of indications – 77.3% – in the 18-25 age group), while for only 10.8% of Polish women it is not important (the highest number of indications – 14.8% – in the 36-45 age group). Even 48.3% of respondents are willing to spend more on a perfume if it has interesting packaging.
ASM Research Solutions Strategy’s research also shows that for 43.3% of female consumers, the aesthetics of the packaging matter most, and for more than half its functionality. For 82.7% of Polish women, the packaging of a product encourages purchase and 76.9% of women believe that it influences the perception of an item as expensive or high quality. Appearance is decisive for 75.4% of respondents in the case of a product bought as a gift.
Consumer expectations of packaging are changing, and growing awareness means that more and more consumers are paying attention to the material of manufacture and production to ecological standards. Aesthetics and functionality are also extremely important. One thing is certain – packaging definitely influences purchasing decisions, so meeting consumers’ expectations is crucial for a specific product to end up in their shopping basket.
1 https://www.prnewswire.com/news-releases/wedug-najnowszych-danych-konsumenci-na-caym-wiecie-coraz-czciej-wybieraj-produkty-w-ekologicznych-opakowaniach-pomimo-rosncych-cen-301805528.html, access: 15.07.24 r.
2 EKObarometer study conducted by SW Research in cooperation with the Akomex Group, July 2024.
3 Mintel, July 2022
4 ASM Research, study carried out using the CAWI method, sample N=594 women aged 18-59, September 2022.
Packaging in ECOtrend
The packaging of a product is as important as the product itself. This is confirmed by the EKObarometer survey conducted by SW Research in cooperation with the Akomex Group. Nowadays, consumers are not satisfied with just a high-quality article – the class of what it is packaged in is just as important. For a growing number of Poles, it is essential that packaging is made from recycled raw materials – this is declared by 70% of the countrymen. In addition to this, 65% of Polish consumers believe that those made of cardboard have a less negative impact on the environment than those made of plastic, 63% of the countrymen expect producers to be transparent and to regularly assess the impact of the manufacturing process on the environment, and 62% of Poles surveyed say that their countrymen need more education about the impact of cardboard on the environment2.
Cardboard is considered the most biodegradable material by 40% of consumers surveyed. Eco-friendly packaging is not the only issue that consumers point out. Many of them – 68% – note that products are placed in packaging much larger than necessary. This situation wastes the resources used in their production and increases the amount of residue, which has a negative impact on the environment.
„The results of opinion polls clearly confirm the growing environmental awareness among consumers and their positive attitude towards corrugated packaging as a greener alternative to plastics. (...) Also, the phenomenon of over-packaging of products is important from the point of view of brands, and its solution could bring both environmental and economic benefits. It is also important to note that a significant percentage of consumers (70%) expect packaging manufacturers and producers to use recycled raw materials, highlighting the need to reinforce sustainable production practices. Therefore, the aim of manufacturers must be to provide packaging that is functional, environmentally friendly and tailored to the real expectations of consumers,” – comments Grzegorz Łajca, President of Akomex Group.
Consumers expect packaging manufacturers to provide clear information about the product itself and how the production of packaging affects the environment.
Is it the inside that counts?
While environmental issues are extremely important to consumers, they are not the only ones – customers expect much more from packaging. Among other things, customers’ purchasing decisions are influenced by the appearance of the packaging. And although it is what is inside that counts, customers buy with their eyes, so the appearance, design, colours or quality of the packaging influences their decisions, encouraging them to put a particular product in their shopping basket. Attractive packaging makes the product stand out on the shelf and arouses customer interest.
Packaging should be aesthetically pleasing with an eye-catching colour that evokes positive emotions. It is also important that the company logo is clearly visible, which helps to build a positive relationship with customers and gain their trust. The shape is also important – an unusual format is easy to spot and arouses consumer interest. However, it is not only the visual impression that determines whether a customer will reach for a product – the sensory experience is also important. Manufacturers very often make a distinction between women’s and men’s packaging. In the case of those intended for women, the texture is usually softer, while those dedicated to the male gender tend to be harder.
In addition to aesthetics, practicality and convenience are also extremely important. Customers are more likely to choose products with packaging which is easy to open, use and store. As mentioned earlier, Polish consumers attach great importance to clear information on packaging. The origin of the product they contain is crucial to them. Increasingly, Poles are choosing articles from Polish producers, thus wanting to support the local economy.
Honorata Jarocka, Principal Analyst at Mintel, commented on the expectations of nationals regarding packaging: „Within personal health, consumers are looking for a helping hand and facilitation, hence brands should engage more strongly on the graphical issue of packaging with an emphasis on simple and clear communication of product benefits. One piece of the communication puzzle could be visual nutritional labelling systems such as Nutri-Score. Almost a third of Poles (32%) agree with the statement that nutrition labelling systems such as Nutri-Score help them to find healthier products on the shelf. Another important aspect is entertainment and fun. Packaging can fit into the need for around-product engagement, for example by combining an element of fun with sustainability. One example is Nestlé’s ‚Sow seeds, save the bees’ campaign, where the purchase of selected breakfast cereals enabled consumers to receive a sachet of honey plant seeds. Seeds were thus encouraged to be planted in pots, gardens or meadows. Thinking about additional interaction with the brand, it is worthwhile to continue to inspire new culinary experiences with on-the-box recipes on packaging, which remains a practice desired by consumers, especially Polish consumers”3.
Packaging through the eyes of women
As the research presented above shows, packaging is of key importance to consumers and it often determines which item lands in the shopping basket. And how do women view product packaging? Is it equally important to them? An ASM Research Solutions Strategy study4 shows that as many as 72.7% of female consumers pay attention to the packaging of a product, and 27.8% of Polish women, if given a choice between two products with similar characteristics, will choose the one with the nicer packaging – even at a higher price. Only 9.5% declare that the packaging does not matter to them.
As it turns out, the largest group of women consider cosmetics’ packaging to be the most important (73.4%). Food packaging (65.35%) and household chemicals (46.6%) are also very important. On the other hand, the packaging of medicines is the least important to women (36.5%). The cosmetic product most associated with aesthetically pleasing and interesting packaging is perfume, which Polish women were asked about in the survey. On average, 71% of them pay attention to it when buying this type of product (the highest number of indications – 77.3% – in the 18-25 age group), while for only 10.8% of Polish women it is not important (the highest number of indications – 14.8% – in the 36-45 age group). Even 48.3% of respondents are willing to spend more on a perfume if it has interesting packaging.
ASM Research Solutions Strategy’s research also shows that for 43.3% of female consumers, the aesthetics of the packaging matter most, and for more than half its functionality. For 82.7% of Polish women, the packaging of a product encourages purchase and 76.9% of women believe that it influences the perception of an item as expensive or high quality. Appearance is decisive for 75.4% of respondents in the case of a product bought as a gift.
Consumer expectations of packaging are changing, and growing awareness means that more and more consumers are paying attention to the material of manufacture and production to ecological standards. Aesthetics and functionality are also extremely important. One thing is certain – packaging definitely influences purchasing decisions, so meeting consumers’ expectations is crucial for a specific product to end up in their shopping basket.
1 https://www.prnewswire.com/news-releases/wedug-najnowszych-danych-konsumenci-na-caym-wiecie-coraz-czciej-wybieraj-produkty-w-ekologicznych-opakowaniach-pomimo-rosncych-cen-301805528.html, access: 15.07.24 r.
2 EKObarometer study conducted by SW Research in cooperation with the Akomex Group, July 2024.
3 Mintel, July 2022
4 ASM Research, study carried out using the CAWI method, sample N=594 women aged 18-59, September 2022.
