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Consumer centric package innovation, Part I – consumption circle

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ConsumerCircle

The Consumption Circle

A consumer’s interaction with a packaged product, especially in the fast moving food categories is more prolonged than many in the industry would take for granted.

As a result, companies design their packaged products for a single consumer touch-point, like POP stand-out, or visual appeal, or branding. In the consumer centric innovation model that we use, the product journey for a packaged food product goes through the following steps:

Need

This is where the consumer anticipates the product purchase and consumption. As is the case with low-involvement products, anticipation is fueled by the positive experiences of a packed product (i.e. Tropicana juice) and positive (less important) or lack of negative experience experiences (more important) with the package itself.

Notice

This is where the main consumer touch-point is the package itself. Visual and sensory appeal of the package plays a very important part for the package to stand-out in the ocean of products that crowd the retail space.

Purchase

How and where people purchase is very different from culture to culture. Ethnography plays a very important part in this.

Carry

Especially related to food related purchases, depending on urban or rural settings, countries, cultures, etc., people make purchase decisions based on the mode of transport home. For on-the-go consumption, naturally, this is more a question of handling on-the-go.

For larger packages or bundle packages of goods like milk and juice, the amount you can carry on foot, or on a bicycle, drives decision making. It also drives the package format, and multi-pack type selection.

Store

Food products are typically stored either in pantries, in the kitchen, in the basement, or in the fridge. Or even in a car cup-holder. The package design and selection are driven by the mode of storage in different ethnographies. In a country like France, where kitchens can be smaller, people tend to shy away from larger multi-packs, like 6-packs, and opt for smaller bundles, which results in more frequent trips to the grocery store.

Use

This is the area where consumers and producers alike get passionate, seldom with good results. While usability is a hot topic in computers and electronics, we discovered years ago as we were venturing into packaging, there is hardly any significant body of work in this area. We at PackageRepublic.com, have a variety of metrics developed and tested for packaging specifically over the years.

Just to a give a couple of highlights in this ocean of a topic;

  • Usability of a package is context driven. What’s good for pouring will not necessarily work as a drink-from package.
  • Bigger openings on bottles are not necessarily more usable.
  • Obviously, dexterity varies largely between age groups, but you can not simply design products for only for the dexterity of 25-year old adults as the aging populations can testify. Children’s package usability concerns often go unheard.
  • Adaptive behavior from consumers is an indicator for usability problems. (i.e. squeezing the package to speed up pouring)
  • Opening and closing instructions on packages are indications of usability issues.

Discard

This is the last consumer touch-point that feeds back into the need loop. It is also where lasting environmental opinions are made. Where the package is discarded, how it is discarded, and which country and ethnography it is discarded in, drives opinions on environmental issues, and they can be very varied.

Interestingly, many consumers over-state environmental concerns, and historically it has not been a primary factor in POP decisions. In more recent times, however, we are seeing a shift towards a higher convergence in what consumers say, do, and think in this area.

Next article: Consumer centric innovation – Part II – segmentation

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