The effect of innovative packaging on our buying decisions

The report reveals that the purchasing decisions of almost four in 10 (38.5%) consumers are affected by innovations such as resealability, extended shelf life, ease of opening and interactive features such as QR codes.

In addition, almost a quarter of those surveyed admitted that they had bought a product just because they liked the packaging. Of the female respondents, 27% said they’d bought on the basis of packaging alone, as opposed to 19% of men.

The research, from the specialist packaging PR and communications consultancy, also revealed that one third of consumers (32%) believe packaging has a real influence on the food and drink that they buy.

The effect is particularly marked with snacks and confectionery, where 21% of people believe packaging exerts the most influence on their purchasing, followed by alcohol where 10% of those surveyed said packaging has the strongest influence.

“Our research highlights the ability of well-designed or innovative packaging to influence consumers’ purchasing decisions,” said Michael Bennett, managing director of Pelican Communications.

“Consumers are clearly attracted to innovations in packaging, which is a strong argument for brands to continue to invest in the development of their packaging. While packaging is just one element of the marketing mix, its immediacy to the point of purchase means it can have a disproportionate effect in driving sales.”

The survey also looked at consumers’ packaging format preferences and reveals that four in 10 shoppers (43%) will choose a product based on the format of the packaging, selecting cans over cartons or glass over pouches.

“With increasingly busy lives and an ever greater choice of products on our shelves, brands need to recognise the opportunities that packaging innovations offer them in winning and keeping customers,” said Bennett. “Brands that adopt new innovations such as AR codes (augmented reality), thermodynamic inks and nanotechnology will not only drive sales but will be viewed as innovative by consumers.”