26.02.2015

MWV Packaging Matters™ Finds Strong Link Between Packaging Satisfaction and Consumer Purchasing Behavior

MeadWestvaco Corporation, a global leader in packaging and packaging solutions, today launched Packaging Matters™, the company’s third annual study of the impact of packaging on product satisfaction and consumer purchasing behavior.

This year Packaging Matters examined the attitudes of consumers in five markets (Brazil, China, Germany, France and the United States) across 11 FMCG product categories (food, beverage, personal care, etc.), offering brand managers key insights on how to increase the impact of packaging for their business. Packaging Matters data show packaging continues to hold significant importance for global consumer satisfaction with a strong link to purchase intent and brand loyalty. While a majority say new packaging is headed in the right direction, there are significant current gaps between the importance of product packaging and how brands are meeting consumer needs. Consumers are clear on how to close this gap: with targeted innovations related to functionality and safety.

“This year’s study continued to emphasize the strong link between packaging satisfaction and consumer purchasing behavior. Packaging plays a key role in brand perception, product trial and repeat purchase,” said Pete Durette, senior vice president, MWV. “Consumers in this year’s study indicated that brands are moving in the right direction in terms of how packaging is evolving. That being said, consumers continue to want more from packaging, especially when it comes to function and safety. Brands, and their packaging partners, have a critical opportunity to build on this positive momentum with continued innovations that will make a real impact on satisfaction and behavior.”

Packaging Matters data show a strong correlation between packaging satisfaction and the consumer behaviors that brands want. Consumers who are completely satisfied with packaging engage in sought-after purchase behaviors more often. These consumers are more likely than their less satisfied peers to purchase and use products frequently (57% v. 47%), shop frequently both in-store and online (24% v. 17%), and try something new because of packaging (44% v. 36%).


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