To what extent is packaging really a deciding factor when choosing items from a display?

Can packaging really make a difference to consumer choice?

Usually associated with the young consumer, it is other consumer groups that may have more influence on packaging success.

As a huge commercial concern, the food and drink packaging industry is estimated to be worth nearly £6.7 billion by the end of 2000. Impacting on consumer cultural values that range from the practical to the affinity-related and aspirational, what do consumers look for in choosing a product when there are many items on display? Manufacturers and food suppliers are needing to offer both convenient and user-friendly packaging as well as packaging that attracts the right customer. Despite being a deciding factor in display terms, however, what other competitive advantages are there to be gained in the packaging of a product? Can packaging make a difference in a wider sense? Product image is certainly important to young people as they are more influenced by branding, but do increased opportunities lie in marketing to other groups? Environmentally-friendly packaging is also becoming increasing popular, but are consumers actually suitably informed about the format's benefits? Is there actually too high an emphasis placed on packaging itself?

With new legislation creating a climate for more innovative and ecologically sound methods of food wrapping, this report examines the food packaging industry from the consumer's point of view. Food & Drink Packaging focuses predominantly on what is available to the customer in a variety of food and drink markets and analyses consumer perception of, and attitudes towards, the products. As awareness of different types of food and health-related issues increases, how important are security and preservation in food wrapping? With many similar food and drink products on display, the right packaging can often be the deciding factor in the consumer's choice.

Other Mintel reports of relevance include:

- Chilled Ready Meals, Market Intelligence, May 2000

- Snacking on the Go, Market Intelligence, May 2000

- Frozen Ready Meals, Market Intelligence, March 2000

- Bottled Lager, Market Intelligence, February 2000

- Canned Lager, Market Intelligence, January 2000

- Character Merchandising in Food and Drink, Market Intelligence, December 1999

- Food Labelling, Market Intelligence, July 2000.

If you want more details about this particular report, please contact the Mintel information team on +44 (0)20 7606 6000 or email them at info@mintel.com.