New research from FPA further pinpoints why brand owners and consumers prefer flexible packaging. And, the data adds numbers to quantify the value. The FPA 2016 research probed the two groups, and it shows each group’s most common reasons why flexibles are their packaging choice.
Brand owners say that by using flexibles they can:
- Lower production costs
- Gain supply chain efficiencies
- Increase sales
Consumers responding to the research say the following three flexible packaging characteristics have the greatest value to them:
- Ability to reseal
- Easy to store
- Easy to open
The FPA research included two surveys. One was a survey of brand owners done by Packaging World magazine in September 2016. The other was an online consumer survey conducted for FPA by Harris Poll, also in September 2016.
The studies follow similar 2015 research, and they seek to build on the earlier data. The new results were presented at FPA’s 2016 Fall Executive Conference by Brian Hall, Principal, Gibbs-rbb, the strategic communications firm that is heading the targeted program for FPA. The program focuses on the interface between brand owners, consumers and retailers; its goal is to promote the advantages of flexible packaging.
Brand Owner View
In looking at brand owners, data shows lowered production costs as the top benefit, followed by supply chain efficiencies and/or lowered transportation costs. Increased sales were also significant. Thirty-nine percent of brand owners said they experienced increased sales as one of the business benefits, but a total of 55% said they had increased sales when asked what the impact on sales was.
Consumer View
Following earlier work, the FPA consumer survey examined what benefits consumers see in flexible packaging. The top three benefits reflected findings in earlier research. They were: ability to reseal, easy to store, and easy to open. The question specifically asked consumers to compare flexibles to non-flexible formats.
Like earlier research, the latest poll also showed consumers are willing to pay more for products in flexible packaging because of the benefits. The willingness to pay more varied with age — younger consumers were willing to pay a higher differential.
Students, on average, would be willing to spend 18.4% more for food in flexible packaging. Americans aged 35-44 would be willing to spend 15.5% more for flexible packaging.
For More Info
FPA members can access the presentation slides at www.flexpack.org. Click on “Download Presentations from the FPA Fall Executive Conference.”
