Convenience retailers, including on-line sales have increased 33% in 2023.1 According to a study in the UK over 73% of interviewed consumers chose a product based on packaging.2 Packaging convenience has significant implications for product sales and company growth.
The demand for convenience packaging is growing rapidly with no sign of slowing down.3 According to a survey by the Flexible Packaging Association, 60% of respondents said they would pay more for convenience packaging.4 The consumer’s desire for packaging that meets their lifestyle and the willingness to pay more for it, is valuable information for growing product sales.
Convenience packaging is really about packaging that meets the needs of the consumer. The most significant needs include:
1. Single serving containers. This is desirable for consumers for two reasons: a) provides portion control and b) reduces food waste by sealing freshness until they are ready to consume the product, thus extending shelf life.5
2. On-the-go packaging. Consumers want a product that they can easily pack into a bag or purse. Packing a tub of powder or a bottle of capsules is bulky and messy and often results in spills and wasting product.
3. Maintaining a healthy diet regimen. Centering the supplement packaging around the consumer’s lifestyle allows the consumer to maintain their supplement regimen while traveling or during busy schedules. Because consumption is significantly based on habit, convenience packaging enables the consumer to maintain his or her “habit” with a busy lifestyle and extends customer loyalty.
4. Sharing. Consumers, especially when they see and feel results when consuming healthy supplements, enjoy sharing their new products with friends and family. This is especially valuable for direct sales companies. Convenience packaging makes it simple and easy for consumers to share their new product and experience. They advertise for you!
Even though convenience is growing, a recent survey reported 48% of consumers identified nutrition as a focused issue for their lifestyle.6 Understanding both the consumer’s desire for nutrition and convenience will be critical for future growth. Today’s consumer is demanding more for their spending dollar.
