Survey: Packaging and Labelling Affect Consumer Purchases

With grocery shelves stocked with a wide array of CPG products, consumers have a lot of choice when it comes to purchases. In the competitive grocery sector, food manufacturers are constantly looking for ways to stand out on displays.  A recent survey by Luminer found that shoppers are swayed by packaging and labelling techniques.

Luminer said the survey – involving 400 US men and women – can provide marketers with “a greater understanding of how effective packaging and labelling can capture shoppers’ attention and influence their buying behavior.”

Consumers tend to spend an average of 27 seconds to make a decision on purchasing a product. With so little time to appeal to customers, manufacturers need to focus on how they can package their products in an alluring manner. The way a product is labeled and wrapped is key to driving sales.

According to the survey, 90 percent of shoppers are more likely to purchase a product with a peel-off instant savings coupon attached. Of the 400 participants, 59 percent said peel-off labels draw their attention and 68 percent said they notice peel-off labels because they physically “stick out” from the packaging.

Instant savings is not the only quality that appeals to shoppers as they stroll the isles of a grocery store. Products with packaging that incorporates bright attractive colors and familiar logos also draw the attention of shoppers, according to 53 percent and 56 percent of survey participants, respectively.  With 33 percent of shoppers inclined to reject a product if they do not like the label, manufacturers need to consider these qualities as important traits in their product’s packaging.

Aside from aesthetic features, 60 percent of shoppers are unlikely to buy a product if it does not provide enough information. However, too much information can deter shoppers from reading labels because of the time it takes to read. Thus, manufacturers need to focus on key messaging and only include information that would appeal to their target demographic.

With consumers becoming more aware of manufacturing processes and the effects they have on the environment, companies need to consider their ecological footprint when it comes to packaging as well. The survey found 56 percent of shoppers are likely to select a product that uses eco-friendly/sustainable packaging over a similar product that does not.

“The responses reveal the true importance of producing packaging and labeling techniques that are not just visually compelling but functionally optimized to deliver the information that consumers seek,” Luminer wrote in their report.

To find out more about product packaging and how manufacturers can boost their brands, read our blog: New Trends in Food Packaging: 4 Things to Consider to Boost Your Brand