from 13 percent in 1982. In addition, we all
know that our shoppers are aging. One study
among more than 50 consumers (Donnelley
Marketing) asked about problems encountered
with supermarket shopping. Packaging topped
the list—73 percent said that products were
too hard to open. The supermarket itself did
better, only 56 percent said that the lines
were too long.
Packaging can add value
through brand identification
Busy consumers are zipping up and down
the aisles. Each purchase may take only 30
seconds. These active consumers of today
purchase more on impulse and may be some-
what less brand-loyal than years ago. But a
well-known brand is dependable; once con-
sumers know the quality, they can rely on it
time and time again. The package establishes
brand identification in several ways. Obvious-
ly, the name will be printed there. But pack-
ages have become brighter, products more
numerous, and clutter on supermarket shelves
has reached astronomical proportions. So if
you’re in a hurry, just the brand name may
not be enough to catch your eye. The total
"look" must be recognizable. Campbell’s has
done an outstanding job in keeping a con-
sistent look even across its different lines of
soup. Del Monte also has overcome the
temptation to change its look, and has retained
the familiar red and green--even in their new
aseptic package.
Package shape is another way to add to
your brand identification. The bottle shown
means Coca Cola, whatever the language.
Even today, the familiar wavy form is main-
tained in the graphics on cans. Mr. Clean
also does an excellent job. As you’re running
down the aisle past the household detergents,
that bottle looks almost like Mr. Clean him-
self—jumping out from the shelf, with his
broad shoulders—ready to go to work. So,
through careful development of a brand image
and coordination and consistency of package
design, you can help consumers find your
product in the cluttered supermarket environ-
ment, quickly and confidently.
The package is also the advertisement
at the point-of-sale
But, you say, how does that add value
for consumers? Consumers often turn away
from the advertisements on TV, channel-
hopping to find something else they would
rather see. This TV-watching habit has accen-
tuated the importance of packaging in inform-
ing the consumer and advertising the product.
Many of us have VCRs that can be left on
automatically and set to screen out the adver-
tisements. Cable TV is increasingly common—
with no ads except for its own programs. All
of this results in an extremely fragmented
television-viewing audience which has lessened
the power of network advertising. I am sure
many of you are aware of the disagreements
and discussions going on now between adver-
tisers and the networks regarding rates
charged and the true size of viewer audiences
actually delivered.
But when consumers are in the super-
market and ready to purchase, they need
information. They need to know that a parti-
cular product is the "right one for me." And
since at least two-thirds of purchases in
supermarkets are on impulse (according to the
Point of Purchase Advertising Institute), the
package is the only source of information
available! For food products, consumers are
especially interested in nutritional information.
Today, we are very health and diet conscious.
The Calorie Control Council estimates that
about a third of all Americans, 18 and over,
is on a diet: that’s 65 million people! This
includes nearly a half of all adult women and
about a quarter of all men. "High" is out, and
"low" is in.
"Low" can also mean low salt, not just
low calories--a growing concern of many
Americans. Still others—not only do they not
want sugar and not want salt—they don’t
want chemicals and preservatives either! Ac-
cording to a report in Supermarket News, 93
percent of shoppers are concerned about the
nutritional content of foods.
Increasingly, new brands and products
are tapping into this concern: they are bring-
ing forth images of health and good old-
Journal of Food Distribution Research
February 88/page 7