Shorr, a US based packaging distribution firm, developed its first annual study to track trends in consumer behaviour and food packaging. Shorr cites that the need for the study was born out of the changes to consumer behaviour in the age of pandemic. Since the Covid-19 outbreak, a Nielsen study found that cooking in the home rose by 54%. Food products more than ever have been flying off the shelves. The Food Packaging and Consumer Behaviour report attempts to explore how shoppers have changed their shopping habits and how food brands can better communicate the value of their products through innovation.
The data compiled consists of approximately 1100 survey respondents. Below, we are breaking down some key pieces of the study, but make sure you check out all the data with Shorr!
The importance of food labels shouldn’t be much of a surprise. The Shorr study found that at least 70% of survey respondents stated that they “always” read the label. The top 3 words consumers looked for on the label were: Fresh, No Sugar Added, and All Natural/Natural.
58% of survey respondents shared that they were likely or very likely to purchase a product clearly marked in a recyclable package. Approximately half stated that they would pay more for food products in packaging that was either recyclable or reusable. And 68% stated that they would be interested in a food product where the steps to recycle or reuse the packaging was clearly communicated to the consumer.
Online shopping has seen an unprecedented rise in the past 10 years, however, with the advent of the Covid-19 pandemic, even the consumers who were still opting for the grocery store are now looking at platforms like Amazon and Spud to deliver their everyday essentials. According to the Shorr study, have used 3rd party apps to purchase food products by new or unfamiliar brands based solely on the appearance of the packaging. 1 in 5 of respondents have taken a photo or selfie of these products and uploaded them to social media. This is a profound development in consumer behaviour as it opens the door for lesser known brands to flex their packaging design savvy.
So what does this all mean for packaging as a whole? Well, now more than ever, it is imperative to pay attention to design trends in packaging, fashion, colour, and art. Pay attention to social media. If the above study is an accurate reflection of the broader population, then one could purport that a metaphorical door has opened for new and emerging brands.
Kirsten Crisostomo is a freelance copy and content writer based in Vancouver, BC.