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Time to get personal

Gecht’s hopes for a revolution in packaging are supported by a recent study which found that 66% of packaging professionals are already involved in, or are considering, projects that have an element of personalised packaging; 89% think this trend will strengthen over the next two or three years.

The main benefits of personalised packaging are thought to be increased consumer engagement (87.9%) and stronger brand awareness (86.1%). In addition, 64% think that personalised packaging increases sales and more than half (53%) believe it has a positive impact on customer loyalty.

The main barrier to personalised packaging is cost. Almost three quarters (73%) of the 335 brand owners, retailers, suppliers, agencies and packaging professionals surveyed expressed concern about the additional expense of personalised packaging.

Other considerations, such as technology and customer demand, are now much less of a challenge, being cited as potential issues by 29% and 17% respectively, following advances in digital print for packaging and the popularity of recent personalised packaging campaigns run by Coca-Cola, KitKat and Marmite.

The study was commissioned for a report by Packaging Innovations, the UK’s largest annual show for the packaging supply chain, and ThePackHub, a UK packaging innovation consultancy. It can be downloaded by visiting:

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