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Insights around packaging functionality and the role it plays in all our lives
In 2013, we launched our very first quantitative research to understand consumers’ views on packaging. It was clear that dissatisfaction with packaging design was high.
At the end of 2020, we sought feedback from 1,000 members of the public from across the UK and the results were conclusive. Consumer frustrations are still prevalent with 70% of those surveyed reporting some level of frustration with packaging.
As consumers across the world increasingly lean upon eCommerce as an essential part of their lives, it’s clear that treating packaging as a single-use, disposable item, destined to be nothing but a waste product, will likely become a thing of the past.
Returnable and multi-trip packaging consumes fewer materials throughout its lifecycle, which helps reduce waste from both a cost and sustainability standpoint. It will be exciting to see the improvements as the industry opens up the future with innovative solutions.
Frustration with packaging had dropped from 85% down to 70%. eCommerce seems to be publicly leading the way, along with moves towards simpler multi-use packaging. But, while we have seen an improvement, with nearly three-quarters of consumers expressing frustration with packaging, there is still plenty to do.
is still a very important issue for consumers, with 57% of those surveyed selecting ‘difficult to open’ as a top frustration and 48% saying that they had to use knives or other tools to get into packs.
is now the number one frustration with 58% of consumers highlighting this issue, an increase from 49% in 2013.
Demand for better pack functionality such as easy opening and access still exists. With an ageing population, much more needs to be done to combine these features as part of an inclusive pack design, where packaging is suitable for all. In 2021 it should not be that consumers cannot get into the goods they buy.
What has changed is the dramatic growth in eCommerce and the impact this has had on packaging and its perception by consumers. From the frustration of over-packaging to ensuring protection throughout the supply chain, needs are continuing to change.
Sustainability must now be integral to all packaging design and development. Helping consumers understand the challenges however should be a focus, so they are clear on what to do with their packaging waste. While recyclability is well understood, wider concepts such as energy or carbon use are not yet part of day-to-day discussion and understanding and arguably have a greater impact on the environment.
Education will play a key role and achieving this will require a joined-up approach from manufacturers, brand owners, retailers, the government and consumers.
Packaging means something different for every business. Understanding the role it plays in your end consumer’s experience, among departments in your organisation or your entire value chain, is critical to driving impact. And by activating our total tape solutions, you can do so firmly in the knowledge that reinforced, creative, and frustration-free packaging will give you a competitive advantage.
Our renewed investment in modern, intuitive applicator technology and field engineers, alongside our expanding product portfolio and growing ECO Range, make integrating innovative total tape packaging solutions more accessible for brands and converters than ever.
Packaging means something different for every business. Understanding the role it plays in your end consumer’s experience, among departments in your organisation or your entire value chain, is critical to driving impact. And by activating our total tape solutions, you can do so firmly in the knowledge that reinforced, creative, and frustration-free packaging will give you a competitive advantage.
Our renewed investment in modern, intuitive applicator technology and field engineers, alongside our expanding product portfolio and growing ECO Range, make integrating innovative total tape packaging solutions more accessible for brands and converters than ever.
Whether you want to improve the consumer opening experience, add reseal functionality, enhance consumer engagement through extra messaging space or protect your product from counterfeiting, we are ready to support you.