MWV Finds Strong Link Between Packaging Satisfaction and Consumer Purchasing

RICHMOND, VA—February 24, 2015—Packaging continues to hold significant importance for global consumer satisfaction with a strong link to purchase intent and brand loyalty, according to Packaging Matters, MeadWestvaco’s third annual study of the impact of packaging on product satisfaction and consumer purchasing behavior. The data show a strong correlation between packaging satisfaction and the consumer behaviors that brands want.

Packaging is still important to global consumer satisfaction

Thirty one percent of global consumers consider packaging very or extremely important to their overall satisfaction with consumer products.

Who: Packaging is most important to key targets of major brands: frequent shoppers, urban shoppers with high spending power and brand loyal shoppers. Thirty seven percent of consumers have tried a product because packaging caught their eye or purchased a product again because of packaging functionality.

Where: In geographic distribution, packaging is most important to consumers in developing markets such as China and Brazil, where trust in the supply chain is not as strong as in developed markets.

Packaging has the greatest impact on purchase decision for refrigerated/frozen food, beauty/personal care/fragrance, and take-out food/beverage. More than one third of consumers say packaging is very or extremely impactful to their purchase intent in these categories.

Online v. in-store shopping: When it comes to retail channels, packaging is considered more important to in-store purchases (57 percent) than online purchases (43 percent), but that gap is closer than some might think. China was the only country in which a majority of consumers (65 percent) say packaging is more important for online purchases. Those who say packaging is very or extremely important to their satisfaction are also more likely to increase the frequency they shop online in the future.

Consumers optimistic about new packaging innovations

Packaging Matters data show 83 percent of global consumers are at least moderately satisfied with packaging, but just over one in 10 is completely satisfied, leaving an opportunity for brands.

When it comes to their future outlook for packaging, consumers are optimistic. More than 77 percent believe brands are headed in the right direction when it comes to new trends in packaging.

Source: MeadWestvaco.