Mind the Wrap: Packaging shifts towards consumer convenience


Ever struggled to open those ketchup packets at a fast-food restaurant and thought it would be convenient if it had notches for use. Yes, this is the fast-rising trend amongst the Indian consumers who are demanding convenience from an array of services. The packaging trends which are shifting towards convenience are the key component to consumer satisfaction now.

The packaging is the first thing that a customer notices about any product and it heavily influences their buying decisions. When it comes to packaging, most companies focus on cost and aesthetics as the two priorities, along with various other things like display and stacking. But the actual use of packaging, which is the ease of access to the product, has not caught the attention of marketers so far.

There has been limited consumer awareness and demand for the convenience of packaging for products which is why companies that offer products like snacks, cheese, candy and coffee have not yet adopted easily removable wrapping.

The consumer-unfriendly packaging of products has fuelled the growing concerns of consumers, though smaller in numbers, across the country. They are demanding notches on shampoo and ketchup sachets and easy-to-peel packaging for products like cheese, chips, canned products, toothbrushes and batteries.

There have been limited changes by the companies in the packaging for most of these products as it adds cost to the company that would be difficult to pass on to price-sensitive Indian consumers. Apart from this, the supply chain glitches, including insufficient storage and handling capabilities as well as hot and humid weather, makes robustness the prime concern for the brands rather than innovation in their packaging.

Consumers demand freshness, convenience and choice impel both business and production processes to shift towards comfort.

Moreover, the companies are working on to respond to this shift in consumer demand for convenience and allowing the consumers the easiest possible path towards choosing their products.


Source: https://epaper.timesgroup.com/Olive/ODN/TheEconomicTimes/shared/ShowArticle.aspx?doc=ETM%2F2020%2F08%2F27&entity=Ar00110&sk=4777C692&mode=text#


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