Good Packaging Key for Successful Sales
Recent research by easyFairs, organisers of Packaging Innovations, which returns to the NEC in Birmingham on 26 & 27 February 2014, will be of particular interest to packaging decision makers in the beauty sector. Its study suggests that women are three times more susceptible to new packaging concepts, on-pack promotions and pack changes than men.
With women still the predominant buyers of personal care brands, despite the massive rise in male grooming, this is obviously a crucial piece of marketing insight. It highlights the power of packaging as a lever of sales within the sector. It also perhaps explains why Packaging Innovations, which is the largest show in Europe for primary packaging, is not only growing right across the board (the last show attracted over 5,000 visitors and 350 exhibitors) but is particularly extending its reach within the personal care market.
Alison Church, Event Director for Packaging Innovations, remarked: “For many cosmetics and beauty brands, the female consumer is still king – and our research suggests she responds to packaging far more than men. This means packaging decisions are big commercial decisions, they really affect the bottom line.”
This insight is based on a survey by easyFairs among over 500 marketing and packaging professionals, who are responsible for the packaging deployed by many of the world’s most successful brands. It found women aged between 20 and 30 are the most easily targeted group when it comes to packaging; with 29% saying this group is most likely to be drawn by a new packaging, whereas only 16% nominated men in this age range.
In addition, the marketers and packaging decision-makers studied suggest that the gender divide is even stronger among teenagers; 27% of marketers say that, as a group, teenage girls aged 13 to 19 are most attracted to novel packaging; in stark contrast just 9% suggest teenage boys.
The power of novelty packs overall seems to decline among older aged consumers of either gender – but, even so, more than 8% believe women aged 31 to 50 are most susceptible to attention grabbing packs, whereas only 4% nominate men in this age range.
“At every age women appear to respond to packaging more than their male counterparts. So any packaging company that thinks it has a new concept, ink, material, format which will appeal to the female buyer should be at our show - as all the signs are that the leading brands in the personal care market will be at our show in February, and keen to meet them. Additionally, for any brand within the personal care market, constantly refreshing and updating their packaging is going to be of prime importance; so a visit to the show will be able to provide them with the new ideas hitting the market.”
Companies interested in exhibiting at Packaging Innovations 2014 can find out more about booking a stand by calling the packaging team on +44 (0)20 8843 8820 or emailing PackagingUK@easyFairs.com.
Further information on both visiting and exhibiting can be found at www.easyFairs.com/PIUK.