Consumers have long list of packaging wishes and pet peeves: new Report Card focuses on what makes packages sell or sit on the shelf

Food & Drug Packaging, August, 2004 by Mona Doyle

Even as packages get more colorful, functional and convenient, shoppers expectations keep rising, and the bar of packaging excellence gets higher.

Today's package appeals include fashion as well as form, function and environmental concerns. Shoppers are comfortable making choices based on packaging they prefer, or wish to avoid.

However, impatience with packages that don't meet expectations has greater impact on sales, as packaging is seen as a time-stealing source of stress. As one respondent says, "The executives that approve packaging should try, it out first in real, lifelike conditions. For example, when you're in a hurry and a child tries to open the bag."

Before 2002, research shows that shoppers saw most functional improvements as exciting, value-added reasons to try new products or switch brands. In 2004, many shoppers reported experiencing or bypassing defective or nearly-defective packaging; had product performance and quality complaints which focused on packaging; or cited packaging improvements that don't live up to their value-added promise.

As a result, the packaging honeymoon is cooling down and there are still many packages that shoppers say they actually "hate." While some packaging "pet peeves" irk only certain consumer groups, others earn mass disapproval ratings.

The Consumer Network survey that produced these findings was fielded by regular mail and e-mail from November 2003 through January 2004. A similar survey was conducted in 2002. The 2004 survey asked shoppers to rate eight types of packages, such as standup pouches, and the packaging in each of 50 product categories.

Blisters were not included as a package type because we found that survey respondents vent so much of their frustration against blisters that they lose steam and can't tell us much about their opinions about other types of packages.

Two-year changes

Lidded ice cream cartons were considered a great improvement over folding cartons when they were introduced to the market. Today, shoppers fault them for being flimsy, leaky and less than optimal in the way they use freezer space.

Bottles are expected to pour easily and without spills, and to fit comfortably in the hand and on crowded shelves. Since many juice bottles on the market today don't meet those expectations, ratings are lower than they were two years ago.

On the upside for packagers, shoppers are more willing to base purchase decisions on packaging and more willing to pay for packaging that does more for them.

On the negative side for packagers, awareness of and irritation with packaging problems has increased. Shoppers are shifting blame for packaging-use difficulties from "my ineptness" to "their failures to address my needs or maintain their quality."

The chart below shows the categories where ratings changed by 0.3 or more from 2002 to 2004. An asterisk (*) appears next to the higher rating.

Fresh meat is the only category in which 2004's package ratings are significantly higher than 2002 ratings. The meat exception suggests that shoppers are pleased with the central-filled boats, which leak less and involve less mess than their store-wrapped predecessors. It also reflects the fact that many carbohydrate-concerned shoppers are enjoying their return to buying and eating meat after years of deprivation.

The lower package ratings are attributed to the following reasons:

* Pressure to lower costs has resulted in lower quality as well, in some cases.

* The proliferation of larger sizes makes a higher proportion of packages hard to handle.

* Many shoppers have come to see some package improvements as "not necessarily so." Easy-open can ends are an example of an improvement that some shoppers love and others hate.

* Some shoppers are annoyed by the growing number of choices, which now include package types as well as brands, sizes and flavors, along with health, safety and price considerations.

* Some package changes have confused and irritated older shoppers, even while pleasing the younger shoppers they targeted.

* Aging baby boomers are especially likely to express dissatisfaction with packages that don't work well for them.

The focus of complaints that surfaced in survey responses clustered around performance and ease-of-use entitlements. No-drip bottles often drip, while zippers are hard to open and zip close. The news isn't good for squeeze bottles either. They retain too much product and spray triggers just stop working. Ice cream containers leak and flip-tabs are too hard to grab, not to mention break too often. Packages tip over too easily and the ones that don't still have problems. Safety closure instructions are too difficult to read or understand. Even toothpaste tubes have their flaws. They split and clog up. And many shoppers are annoyed that too many packages don't travel well.

Comparatively speaking ...

How packages stack up against each other also indicates shopper preferences and dislikes.

* Canisters with lids got top ranking from adult households with and without kids.