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

* Glass jars came in strong in households without kids and ranked higher than many would expect in households with kids because, as one of our shoppers notes, "The sauces, mayo and peanut butter that we love best still come in glass."

* Pull-top cans ranked second, followed by plastic jars in households with kids.

* Pouches didn't rank in the top half in households with or without kids, but did rate much higher among young adults in the 20-29 age group.

* Shoppers think that packages are too complex and have more layers than they need.

* Packages that are hard to open, especially if they become messy in the opening process, are often bypassed by consumers.

* Opening difficulties of all kinds are widespread--today's shoppers tend to mention them as soon as their attention turns to packaging.

* Most label objections raised by survey respondents concern the confusing presentation of serving sizes.

When packaging doesn't work

Today's shoppers are willing to change brands or stores based on packages that do or don't work for them. Shoppers feel entitled to packaging that works, and works for them.

Intolerance for packaging that doesn't meet expectations continues to rise. Some respondents told us about reacting to negative package experiences by forfeiting the products rather than purchasing them and putting up with package problems.

Others think that the makers of products that don't reseal want their products to go stale faster so that shoppers will have to buy more. Those who feel they are being forced to buy more feel that their only recourse is to stop buying the products altogether to get even.

What consumers don't buy

Package-based purchases are driving consumer decisions.

* Some will only purchase plastic pouches that include slide zippers.

* Some avoid shrink-wrapped produce in favor of clamshells.

* Some avoid packages that aren't effectively reclosable.

* Some avoid bottled water because of environmental concerns.

* Some choose household items based on design and decor preferences.

Shoppers use the H-word when they are describing:

* Blister packages that drive them crazy.

* Packages that fail to control or eliminate mess.

* Packages that make the user do work that "should" be done by the package.

* Packages with dispensers that don't work or last for the product's entire life.

* Packages that cover up what's left inside.

To maintain and regain shoppers' enthusiasm and trust for packaging and packaging innovation, packagers and suppliers should avoid cost cutting methods that downgrade the quality and/or quality control of packages. Instead, packagers and suppliers should be prepared for an increase in shopper attention to environmental profiles of alternative packages.

The decline in packaging ratings over the last two years suggests that shoppers feel what some observers are calling "the Wal-Mart effect:" lower quality which comes from downward pressure on prices at all levels.

Given the packaging sophistication and skepticism of today's shoppers, packagers and suppliers should be proactive in educating shoppers and media about new developments such as global bar codes and radio frequency identification (RFID). Shoppers who understand more about RFID will be able to talk about it as something other than "Big Brother in small packages."