As consumers, we tend to identify our favorite products within seconds of seeing them — and this isn’t by accident. The packaging of healthcare and wellness products can make or break your sales, delivering the first impression to the customer. While the look of packaging has not always historically been a deal breaker to the consumer during the purchasing process, the packaging industry is being disrupted right before our eyes.
Things like “eco-friendly”, “organic materials”, “minimal” and “new” are some of the key descriptors of the packaging of today’s most successful products. Not only revolutionizing the materials that items are packaged with, but creating an aura around the brand also helps spur purchases from both loyal and first-time customers.
Recently, Joshua Conran, of INC. noted how some of the most successful brands make packaging part of their product experience. When you can take a classic product and showcase it with a new package, consumers are more likely to engage with and even adopt that product into their lives. We also see this trend spill over into impulse purchases. In a study done by AdAge of 3,000 US consumers, “around 64% of those studied will sometimes buy a product off the shelf, drawn by packaging, without prior knowledge or having researched it first.” This even holds true in the digital age, with the study’s authors adding, “despite the smartphone revolution, most consumers (72%) still rarely use a mobile device to research a product while they are shopping.”
With much of the consumer market being dominated by millennials, purchasers between 22-37 years old, the way packaging looks and the relationship it can have with the consumer is vital. In an article by Packaging Digest, contributor Peter Schmitt credits the cultural shift from baby boomers to millennials for the disruption of the packaging industry. He says, “first of all, they [millennials] do not want to take medicine the way that boomers take medicine. They want it connected to their devices; they look at today’s packages and are appalled. They want information that will improve their quality of life to be easily available to them and to medical professionals, and they like seeing incumbent items disrupted.”