Study Expands Innovation's Definition in Packaging Industry

CPG companies expect suppliers to understand consumer wants as part of any sale.

The definition of innovation varies from industry to industry, but a new study by USA Strategies intends to bring focus to what it means in the packaging industry. The study found that innovation is not just R&D or new technologies but also the development of new products and services that satisfy the unmet or unknown needs of consumers. Packaging design and R&D management are clearly looking for innovation and ideas from suppliers, but they also value quality and consistency, which is important so that their equipment runs efficiently

The research project interviewed over 1,000 executives including brand management and purchasing. For both of these titles, innovation and quality were more important than price. The new charge given to purchasing was to find suppliers who could bring in new ideas and even totally new products. Innovation among the respondents included an understanding of consumer needs. CPG companies wanted to see suppliers walk in with new packaging ideas, but they also wanted to see a complete package with graphics and to be shown consumer research supporting that the new package would sell.

A summary of the study is available at

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/24/15 2:00 pm EST

Packaging Matters™ — Packaging Satisfaction: Why it’s on the Rise, and How to Continue the Momentum

Packaging Matters™ is MWV’s annual study of the role of packaging in product satisfaction. We study packaging because it matters to brand owners, retailers and consumers around the world. This year’s research focuses on Brazil, China, France, Germany and the U.S. In the third year of the study, we will share global trends associated with packaging satisfaction, product safety, and the effect packaging has on consumers when shopping in-store and online.

Brand Packaging Magazine

april brandpackaging

2015 April

The April 2015 issue focuses on Sustainability plus much more. You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


BRANDPACKAGING Design Gallery Volume 12

Design Gallery is a design annual with a global perspective on the best consumer packaging turned out in 2014.

More Products


facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus  

Consumer Insight

Interesting tidbits on specific demographics and consumer packaged goods in expanded infographic form as well as articles on new industry research and trends.

consumer insight