Green packaging gives a brand the edge

CONSUMERS perceive packaging as more than just a mere costeffective and convenient tool

to protect the products they’re buying to a physical manifestation of a brand’s commitment to the environment. Effectively conveying a brand’s commitment to environmental responsibility through packaging gives the brand an edge over other products on the shelves.

A study by BeveragePulse, Environmental Concerns: The Impact on Beverage and Package Decisions shows that when it comes to packaged beverages, consumers have indicated their most important concerns as recycling, landfill issues, use of renewable resources, and energy consumption. They are no longer equating environment sustainability with just recycling, but taking a broader, more sophisticated look at a brand’s environmental practices before they decide to actually buy a product.

Eco-consciousness has also prompted a major shift in preference to organic food, as consumers see a correlation between the health of their families and that of the planet. Because of this, more consumers are actively seeking and buying products that they see as nutritious and environmentally friendly.

 To address this large segment of the population, manufacturers started shifting to environmentally friendly packaging. In 2009 to 2010, about 5,059 products claimed to offer eco-friendly packaging, a 51% jump from the previous year.

Packaging reflects a product’s identity

But beyond making claims, brands must also pay close attention to consumer purchasing trends to deliver fresh products in packaging that consumers want. According to experts, a product’s packaging, in many ways, is its identity. The packaging is the only marketing vehicle seen by 100% of consumers who purchase a specific brand.Brands must make use of the packaging to convey messages that influence point-ofpurchase decisions.

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