Unravelling the Role of Packaging and its Expectations
Because it is the initial point of contact between a consumer and a product, product packaging is an essential aspect of marketing. It makes a first impression and shapes a customer’s image of the brand. It acts as a visual representation of a brand’s identity and aids in product differentiation.
It also transmits important product information such as characteristics, benefits, directions, ingredients, and nutritional values. It may also have an aesthetic effect, boost visibility, elicit emotions, provide convenience and usefulness, and help increase consumer happiness and loyalty. A well-executed package strategy may greatly contribute to a product’s commercial success.
The Packaging
We buy a product because of its attractive packaging, but we are more curious about the contents within. The allure of attractive packaging is undeniable, but it is the contents within that truly captivate us. Despite the initial appeal of the packaging, our curiosity gets the better of us, and we tear it apart to experience and savour what lies within.
The anticipation builds as we uncover the hidden treasures concealed within the layers of packaging material, revealing what we have acquired. While the packaging may be an artful masterpiece, it ultimately serves as a gateway to the true essence of the product, allowing us to fully appreciate the craftsmanship, taste, or functionality that lies inside.
The Turning Point
Let us remind you that considerable effort and creativity go into developing the external packaging and covers that persuade the customer to pick up a certain product on the shelf. The process of designing an appealing external cover involves meticulous attention to detail and a deep understanding of consumer psychology. Designers analyse market trends, conduct consumer research, and collaborate with marketing teams to ensure that the packaging aligns with the product’s positioning and target audience.
They consider various factors, such as colour psychology, font selection, and visual hierarchy, to create an attractive and captivating design. They carefully choose materials, finishes, and textures that convey the product’s quality and create a tactile experience for the consumer.
Designers also consider the overall shelf impact, contemplating how the packaging will look alongside competing products. They strive to make the product stand out using visual cues such as bold typography, eye-catching graphics, or innovative structural designs.
Additionally, they must take into account any legal requirements or industry regulations regarding packaging, such as ingredient labelling or safety warnings. This ensures that the packaging not only entices consumers but also complies with relevant standards.
Designers aim to create an external cover that not only grabs attention but also communicates the product’s value proposition, evokes emotions, and compels consumers to make a purchase. The level of scrutiny and meticulousness invested in the design process reflects the importance of packaging in today’s highly competitive market.
Proper packaging is crucial to maintaining its quality, texture, and flavour during transportation and storage.
Here are a few reasons why ice cream is considered sensitive in terms of packaging:
Temperature control: Ice cream needs to be stored and transported at very low temperatures to prevent melting and maintain its frozen shape and state.
Protection from physical damage: Ice cream containers should be sturdy and protective to prevent damage during handling and transportation. This includes ensuring that the packaging can withstand pressure, stacking, and potential impacts without compromising the product.
Moisture resistance: Ice cream packaging should have a barrier against moisture to prevent freezer burn or the formation of ice crystals. Moisture can degrade the quality and texture of the ice cream.
Air & odour barrier: Packaging should provide an effective barrier against air and odour transfer to prevent the absorption of unwanted flavours or the loss of desirable ones. This is especially important for flavours like chocolate or fruit, which can be easily affected by external odours.
Hygiene & food safety: Ice cream packaging should be designed to ensure cleanliness and prevent contamination. It should meet food-grade standards and provide a secure seal to prevent the entry of bacteria or other contaminants.
Manufacturers and suppliers of ice cream often invest in specialized packaging materials and designs to address these sensitivity issues and ensure that the product reaches consumers in optimal condition.
According to the Packaging Institute International, “packaging” refers to the enclosing of goods in a pouch, bag, box, cup, tray, can, tube, bottle, or other wrapped container to serve one or more of the following purposes: containment, protection, preservation, communication, utility, and performance.
The Packaging Benefits & Their Importance
Let’s take a look at the packaging benefits and their importance through the eyes of our associates, who have come forward to share their opinions and experiences all along the business line.
Akshit Gupta from Asha Ram & Sons Pvt. Ltd. emphasizes that the ice cream industry, though a highly competitive marketplace, has more to it than meets the eye. It isn’t merely about manufacturing delightful scoops of creamy delight; it is also about how the product is presented to the consumer. Packaging, though often overlooked, is a critical element that can significantly impact the industry’s success.
Akshit maintains that packaging is the first physical interaction a customer has with a product and that effective packaging is often considered a silent salesman. Creatively designed ice cream packaging can help differentiate products in a crowded marketplace by using unique shapes, vibrant colours, and eye-catching graphics. It can also communicate key product attributes, such as all-natural ingredients, low sugar, or a unique flavour profile, which can influence purchasing decisions.
He then focuses on the practical side of the packaging, explaining, “In addition to these visual aspects, practical considerations such as ease of opening, portion control, and resalebility also factor into customer satisfaction. For example, single-serve packaging options can attract consumers seeking convenient, on-the-go snacks, while eco-conscious customers may gravitate towards brands that use sustainable packaging materials.”
Hasan Akbar Ali from Frosty Ice Cream also agrees with the importance of packaging in today’s modern times. He says, “Good products plus appealing packaging can drive sales, as now the time for good packaging has come. Even in the ice cream industry, new innovative packaging techniques like IML, mould laminations, etc. are prevalent nowadays. This packaging has reusable value for the customers as well. Many customers use these containers to store different household items”.
We have Shashank Joshi, Operation Head, from Chitale Bandhu. According to him, “product packaging decides the fate of the product’s shelf life as well as the product’s structure, texture, and taste retention during the shelf life. In addition to packaging barrier properties, the outer look of the packaging is also important. The product is nothing without adequate and proper packaging, as we cannot sell it in the desired shape or format unless we protect it from the outer environment.”
On the same grounds, Swaminathan from Aeimpon Foods says, “The colour, the size, and the catchy item description of the product influence the mind of the buyer to feel comfortable handling and carrying it further, in comparison with the other competitors. A bottle, a refill pack, or the quick lunch pack, pizza pack, cake pack, etc. play a vital role in the branding as well as the buyers’ mentality of peaceful consumption and reuse, if possible”.
Speaking to Nitesh Mathur, CPO from Hocco Foods Ltd., he said, “Besides serving protection to products in different ways, packing is equally important for the marketing of products in today’s competitive world. “Packaging differentiates the brand from the competition”.
Nitesh further expressed that packing will enable the product to be noticed even before the purchase is made. Though packing is important for all FMCG products, in the case of ice cream, it’s more important because of the following specific reasons:
In a limited FROZEN space, your brand needs to stand out among others.
New product introductions are relatively higher in the ice cream category. Clear and effective communication is important for consumers to make buying decisions.
In the case of new trends in “healthy ice creams,” consumer awareness can be created by proper packing.
Can packaging drive sales despite product shortcomings?
While packaging can increase early sales, it may not contribute to long-term success if the product continuously falls short of expectations. Positive packaging experiences can pique consumer attention, but in order to establish customer loyalty and encourage repeat purchases, the product itself must meet or exceed consumer expectations.
Akshit emphasized that packaging has the potential to drive sales, even when the product itself may not meet consumer expectations. The importance of the first impression and psychological factors are at play. He also reflects on the impact of social media on consumer behaviour, noting that aesthetically pleasing packaging can lead to increased brand visibility and potentially drive further sales.
But if the product fails to live up to its claims or has substantial flaws, packaging cannot compensate for such problems in the long run. Consumers are becoming more discriminating, and they base their purchase decisions not just on packaging but also on product reviews, suggestions, and personal experiences. If the product does not meet their expectations or provide the desired level of satisfaction, it is unlikely to drive repeat purchases or generate a positive response.
On product acceptability, Hasan Akbar Ali points out that these types of packaging can initially drive sales of a product, but the product itself has to be equally good to sustain the sales. Elaborating further, he said that while eye-catching packaging might pique customers’ interest and boost initial sales, the product’s fundamental value and performance ultimately determine its potential to sustain a consistent client base. To sustain sales growth in an era where customer evaluations and word-of-mouth recommendations are so influential, businesses must prioritise delivering on their promises and continuously satisfying consumer expectations.
Leaving no stone unturned, Shashank articulated that packaging and product are two aspects of the product experience; however, only one can drive sales, as the product has to be good in addition to good packaging to keep it safe and maintain its properties till its shelf life. Hence, packaging may attract a consumer to the product; however, if the product’s taste, texture, and other parameters are not liked by a consumer, he will not re-buy the product.
Swaminathan’s statement suggests that while packaging may initially attract consumers, it is ultimately the quality of a product and its value for money that determine its success in the long run. Once a customer purchases a product based on its packaging, their experience with the actual product becomes critical. If the product does not meet their expectations in terms of quality, performance, or functionality, the initial attraction created by the packaging can quickly fade away. Consumers are likely to switch to alternatives that offer better quality and value for money.
On product expectations, Nitesh Mathur says, “The product must meet the expectations for which the consumer has made the effort to purchase and pay. It is not viable to deceive consumers only through excellent packaging. The product may be purchased once due to the attractiveness of the box, but repeat sales are unlikely. Product deliverables are required in all FMCG items, and in the case of ice cream, we are witnessing a struggle between different brands claiming deliverables”.
Conclusion:
The purpose of ice cream packaging is primarily to protect the ice cream from the outside environment and temperature, particularly after the creation procedure is complete. A specific type of packaging is used to preserve ice cream’s form, shape, taste, moisture, and freshness for a longer shelf life.
Ice cream packaging must be visually appealing while also providing complete protection. Excellent ice cream packaging will increase product sales, extend shelf life, and boost brand identification. Customers buy ice cream based on attractiveness, impulse, and brand perception, which has emerged as a critical growth component. As a result, the quick creation of high-quality and creative ice cream package designs is predicted to enhance sales and assist businesses.
Manufacturers have decided to favour environmentally friendly packaging. As a result, there are sustainable ice cream packing solutions all around the world. Furthermore, as more people turn to ice cream for indulgence, sales of cutting-edge ice cream packaging are expanding. As a result of the new means of selling online, some firms are attempting to alter their ice cream packaging options to suit a more direct-to-consumer supply chain approach.