Corporate America and all businesses are always looking for an edge to increase sales. Package and label design are critical to build brand and help products stand out on crowded retail shelves.
What’s often ignored as a marketing tool is the product label. With the healthy food movement permeating all segments of the U.S. market, it’s reported that almost 70 percent of consumers check out the nutrition information on at least one product while shopping. It’s obvious that consumers want to make more informed decisions about what they’re about to eat.
The problem is there’s nothing easy about deciphering the ingredients on the product labels; surveys show that about half of all Americans say they’re confusing and should be simplified. In addition, about one-third feel the information is believable and accurate. Beyond the call for greater transparency on the nutritional values, another recent survey by Asia Pulp & Paper indicated consumers want more sustainable information on packaging.
Specifically, 57 percent want to know if the packaging is made from recycled material, and 43 percent want to know if it’s made from renewable or compostable material.
This is a great marketing opportunity for companies: Switch to recyclable and compostable packaging and tell the world about it. There may be a slightly higher cost, but with proper promotion, the goodwill generated by the more sustainable packaging should result in higher sales. Just consider that reports show that a majority of Americans and almost two-thirds of the influential Millennial market will recommend products that have sustainable packaging.
A lot of companies watch the trends, don’t react, and are often left behind. This is an opportunity for food manufacturers to get ahead of the curve and make a bold statement about their concerns for the environment as well as their customers. Using compostable and recyclable materials in packaging can make a difference for your company and help you to build a brand and increase sales.