Veronica has more than 20 years in senior management roles, leading marketing and sales strategies that include primary care consumables, pharmaceuticals, natural health care supplements, consumer and safety products within B2B and B2C.
How do I justify the extra expense for sustainable packaging?
Customers and suppliers are more discerning than ever before about where their products come from. Environmentally friendly products are more “exclusive” and “attractive” – a lifestyle choice which appeals to a more thoughtful consumer. Products which are elevated in price do carry a luxury perception with them, as do products that are packaged well – tapping into our emotions. So, this is good news. Higher prices are ok – if the product is green and good.
Indeed the Journal of Psychology & Marketing measured brain activity while studying participants viewing diverse types of packaging. The study discovered that viewing attractive package products caused more intense brain activity. Attractive packaging also caused activity in brain areas associated with rewards, while unattractive packaging caused activity in areas of the brain connected with negative emotions.
How do I justify the extra expense for presenting my food nicely while accommodating food prices?
With food prices increasing, it is so important to improve the presentation to increase the perceived value. Consumers want more bang for their buck and while food with elevated presentation commands a higher price than the same food inferior presentation, there is a good reason for this.
Inferior-quality products do not come with superior packaging. The two just do not go together economically. So, if you see a product that is well packaged, it is a ringing endorsement of quality.
Just imagine your favourite higher-end food store. We like things that look nice, and we are willing to pay that little extra. Moreover, to increase food prices without an added visual improvement is likely to get push back from your customer. Better presentation tells the customer that your products have added value (through higher perceived value).
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Sustainable Packaging Ideas
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