Scott Young is the president of Perception Research Services (www.prsresearch.com) International, a company that conducts more than 800 studies annually to help develop, assess and improve packaging systems-and to help marketers “win at retail”. Contact Scott at 201-346-1600.
Throughout the past decade, behavioral economics has made an enormous impact in the realm of academia, government and public policy. Today, this framework is now entering the world of marketing and consumer research — and its influence will be profound.
Over the past several years, we’ve seen an enormous shift in consumer preferences for food and beverage products. Increasingly, shoppers, most notably younger ones, are walking away from large brands perceived to be processed, artificial or mass-produced in favor of options they feel are more authentic, local and “real.”
For established brands, many shoppers come to the shelf looking for the product-and the primary role of the packaging is to ensure recognition that it is indeed the brand and product people know and trust. But new product packaging, faces a different (and far more demanding) set of challenges.