Launching a new food product is a huge undertaking. Between getting the taste right and creating a visual identity, it’s tempting to let packaging take a backseat. But new research highlights how packaging choices can have a huge impact on reaching consumers and driving sales. According to a study commissioned by OI, more than half of consumers said packaging quality is as important as product quality. Luckily, glass is a packaging choice that resonates with shoppers. Here’s how.
Psychology is on that side
Before making a purchase decision, a lot happens in the mind of the consumer as he or she browses the aisle. To better understand the market, let’s analyze the psychology of food packaging.
In general, consumers consider glass packaging to be of higher quality than other packaging options. However, they also apply that premium to the food inside the packaging. When a brand uses glass packaging, consumers perceive that the product is made of higher quality materials. In the study above, 61% of consumers said that glass’ ability to “impart better taste” is the biggest reason they purchase an item packaged in the material.
In addition to the increased perception of quality and taste, glass is also attracting more attention in stores. Subconsciously, consumers want to interact with glass products. They stand out on the shelf and their transparency allows shoppers to inspect the entire contents. When they see a product, they approach it to check if it is fresh.
Every sale has an emotional connection, often because the shopper picked up the item. FX Matt Brewing, which successfully launched RTD cocktails in glass, can attest to this in-store connection in driving sales. “Studies show that if they stop and touch it, they’re 60 percent more likely to buy it,” says owner Matt. While other packaging types can be kept in stores, glass is the only one that allows shoppers to clearly see the contents before they buy. This multi-sensory experience is what makes glass so appealing to consumers.
Glass does not contain harmful chemicals
Health-conscious consumers are opting for non-plastic alternatives. It is becoming increasingly clear that packaging does more than just contain food; it comes into direct contact with it. This can have lasting effects. Glass is the best packaging material because it does not interact with the contents. With glass, you don’t have to worry about microplastics at all.
Glass is made from only four natural ingredients: sand, soda ash, limestone, and recycled glass. It is safe, simple, and consumers are well aware of the material. According to the OI Food Packaging Study, 39% of consumers said that food packaging safety was the main (or second) reason for choosing glass.
It's good for the earth
In addition to food safety, consumers are increasingly concerned about sustainability, especially when making purchasing decisions. Of all the packaging on the shelf, glass is the most sustainable. It can be reused in the home and does not produce harmful byproducts. Glass can be recycled infinitely without loss of quality. Every bottle recycled yields the same amount of product as it did before. Unlike other packaging materials that require more recycled content to create new containers. From start to finish, glass has the longest and most sustainable life cycle.
When glass is produced, those four materials are transformed into something bigger. From there, it can safely hold food, be used, and then be sustainably reused or recycled.
When shoppers are done with their glass, they can easily throw it in the recycling bin, where it can be fully recycled and turned into new packaging in just one month.
If not recycled, consumers often recycle containers. Glass is easy to sterilize and will not end up in food no matter how much consumers recycle the packaging. In the case of plastic, food residue can stain the container, high temperatures can warp the container, and overuse can cause microplastics to leach into the leftover food.
We believe that both consumers and brands are better off choosing glass over other packaging materials for food packaging.
