Packaging is essential in the marketing and sales of almost every product. Not only does it protect the integrity of the item inside, it also promotes the brand and attracts customers. The average grocery store logs between 35,000 and 40,000 SKUs and nearly 70 percent of in-store purchases are impulse buys. With so many products vying for consumers' attention, the typical retail environment has turned into a product battlefield. While sustainability is currently top-of-mind for all consumer packaged goods (CPG) companies, shelf impact remains a high priority.

Packaging is typically the first point of contact a consumer has with a new product. Color, texture, graphics and branding all have the potential to make or break a sale. The typical consumer takes three to seven seconds to notice a product on a store shelf and make a purchasing decision. With so much of a product's brand integrity tied to package design, any redesign — big or small — is an important decision.

By taking a closer look at the entire packaging supply chain, CPG companies can achieve both profitability and sustainability goals without compromising the integrity of the product or its shelf impact. Even the smallest changes can yield significant results.

Small Changes, Big Results

There are several ways to optimize a package without incorporating drastic changes. A small package redesign usually goes undetected by the consumer and may not involve significant financial investments. Using a lighter-weight material can greatly effect sustainability results and reduce costs. Choosing an alternative material such as microflute can help to achieve sustainability results. The lighter weight material offers the strength of traditional corrugated and allows for superior graphic reproduction. Its benefits allow the package design to remain intact while offering clear sustainability results. Having an open dialog with your design team and supplier is critical to discovering the right opportunities for optimizing your package.

Although major package redesigns require a larger initial investment, they typically yield more significant sustainability results. As new products are regularly added to retail shelves, having an eye-catching package becomes crucial to maintaining market share. Studies have shown that the best way to attract consumer attention is to revitalize packaging. By reducing overall material usage, incorporating new artwork and package redesign, brand-owners can present the product with a new look and feel. These changes will likely result in a refreshed product image, increase overall sustainability and ultimately improve sales.