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A target for innovative packaging?

A target for innovative packaging?Results of the shopper survey on private-label products may also offer some direction for package designers and materials suppliers.

Brian Sharoff, PLMA president, says it may make sense for designers and suppliers to consider taking their most innovative packaging ideas to a retailer rather than to a consumer packaged goods company.

Why? Sharoff reasons that if, for example, Wal-Mart buys into your packaging concept, that package has the edge in finding its way into the expansive distribution network that feeds the shelves of the nation’s No. 1 retailer.

Sharoff says that professionals involved in package creation should ask themselves this question: “Do you have a better chance of success if you take your packaging innovation to the brand owner or to the retailer?”

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