92% Of Consumers Are Unsatisfied With Product Packaging

Published on Tuesday, Jun 17 2014

A recent report conducted by a global packaging company found that only 7% of consumers in the UK were completely satisfied with the packaging of products.
 
The report found that aesthetic attributes such as looking appealing and being easy to identify were overachieving in comparison to the basic function of packaging, such as protecting liquid from spilling and making the product easy to dispense – which were considered the most important aspect.
 
The study highlights the importance of practical packaging in brand loyalty, purchasing behaviour and product satisfaction overall. These factors influenced 64% of UK consumers to trial a new product, 28% to repurchase products and 30% to switch to a different product due to negative experiences with packaging.

This study has identified a need for brands to improve the packaging of their products in order to create a positive brand experience as well as increase the likelihood of repurchasing.
 
The report also found that 22% of consumers have written a review online which critiques the packaging, showing that packaging could be just as important in an online setting where purchases are commonly led by the recommendations of others.
 
64% of participants from the UK reported greater satisfaction with the packaging of alcoholic beverages in particular, with fragrance packaging seeing the highest percentage of satisfied consumers. In addition, only 28% of UK respondents reported being completely or very satisfied with on-the-go packaging.
 
These findings should encourage companies to review the packaging of their products and calls for further research into their consumer purchasing behaviour, investigating if their packaging does the job it is intended to do.
 

To find the best solution for your packaging needs, it may help to consult a specialist packaging company; who can advise on the best options available to you. If this sounds of interest to your business why not fill out our enquiry form to arrange a call back with a member of our team.

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