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

2004 VS.
2002 RATINGS

PRODUCT CATEGORY    2004      2002

                   N=295     N=273

    Fresh meat      3.4 *     3.1
Frozen entrees      3.5       3.8 *
  Frozen pizza      3.4       3.7 *
     Ice cream      3.3       3.7 *
 Juice bottles      3.6       4.0 *
       Ketchup      3.7       4.1 *
    Mayonnaise      3.7       4.0 *
          Oils      3.7       4.0 *
        Sauces      3.5       3.8 *
   Soft drinks      3.8       4.1 *
   Yogurt-cups      3.7       4.1 *

Lifestyle trends continue to influence demands on packaging

Convenience still reigns for time-pressed consumers, but safety and ease of use are the packaging features they'd like to see more of on store shelves today.

What matters more now

* Access time

* Attention required to use package

* Contributions to maintaining freshness

* Controlled pours that eliminate mess

* Convenience and/or time saving

* Crush resistance

* Design and decor fit

* Ease and completeness of dispensing

* Ease of use

* Emotional connections

* Enjoyment

* Hands needed to open, dispense, close

* Implements needed to open or use

* Mess involved in use

* Portability

* Product touch (avoiding wetness and bacteria)

* Safety without opening hassle

* Set-up and clean-up time

* Storage space

* User and shopper-friendliness

Packaging wish list

* Easier to open and close

* Easier to handle

* Easier to store in crowded spaces

* Environmentally friendlier

* More resealable

* More sterile

* Easier to see what's left

* More effective at extending freshness

* Better at protecting flavors

* More portable

* More attractive in color and shape

The author, Mona Doyle, is the CEO of The Consumer Network Inc., an organization that regularly takes the pulse of consumers on packaging issues. She publishes The Shopper Report newsletter. Contact her at 2401 Pennsylvania Ave., Suite 24A, Philadelphia, PA 19130 Phone: 800-291-0100; E-mail: Mona@ConsumerNetwork.org