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Guess what? They're not buying your product because of your packaging

Package safety has joined product safety in consumer importance. Many CPG companies view that as a negative, but they should instead embrace it as a brand-value opportunity.

Stonyfield Farms has changed the material composition of its plastic yogurt cups and made the walls thinner
Stonyfield Farms has changed the material composition of its plastic yogurt cups and made the walls thinner

A recent report from Supermarket Guru Phil Lempert is quite revealing—and jaw-dropping—in its support of this trend. Lempert conducted a national consumer survey delving deeper into product and package safety. In Lempert’s survey of consumers, a whopping 77% of respondents expressed concern about packaging materials and 69% reported a change in shopping habits directly correlated to package safety. In addition, 70% said they refuse to purchase certain products because of concerns about the packaging.

There is no doubt that people have become more educated about the food and beverages they’re consuming. Recent food scares, and obesity and health issues, have brought much of this concern to the forefront. However, it seems consumers are now focusing on packaging and the implications of various materials and components being used. Perhaps the result of bad press concerning Bisphenol A (BPA) in plastics, 56% of the respondents to Lempert’s survey stated they avoid purchasing any product with packaging that contains BPA. They expressed concern about packaging material potentially migrating into food and beverage products. Though the Food and Drug Administration hasn’t banned the substance, it has expressed concern about BPA’s potential harmful health effects, especially in babies and young children.

Even with BPA as a separate issue, 43% of survey respondents stated they avoid plastic packaging in general. Elsewhere, 36% avoid dyes. 18% watch out for glues, and 17% steer clear of any packaging printed with inks. Many consumers are sensitive to the chemicals used in making packaging. These chemicals can trigger anything from mild allergic reactions to more serious health issues.

And what about the safety-related sentiments concerning packaging post-purchase? In the survey, 88% of respondents reported safety concerns about components used in a microwave or a conventional oven, and 51% expressed doubt when the foods involved were for infants, youths, and elderly people.

A call to action

Given that package safety is an emerging issue, it’s time for consumer packaged goods (CPG) companies and package-creation teams to re-evaluate packaging and find ways to make it as safe as possible. Brand owners should strive to communicate to consumers when they make strides in this direction. Reassurance matters. And it’s not just food and beverage packaging we’re talking about here. All consumer product packaging should be part of this process, too.

Think about it: Consumers are being drawn to “cleaner” foods and consumer products as never before. They’re shunning food and beverages laced with unpronounceable chemicals. They’re nixing harsh cleaners in favor of greener substitutes. People increasingly are aware of the environmental bombardment of toxins the human body is subjected to, and they’re consciously choosing products on that basis. As a result, the Whole Foods of the world have profited. Retailers like these are stocking brands that mesh with their philosophy of being better for humans and the Earth; their own brands also meet this high threshold.

Natural and organic brands long have adopted sustainability as overall business philosophies from their inception. This approach encompasses internal operations, business practices, and packaging, as well as product ingredients and sourcing. Reduced packaging always has been the first priority; followed by the use of recycled, reusable, and recyclable packaging. Safety and healthier options are routinely weighed during package creation.

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