Many consumers today are turning to grocery stores for at-home food and beverage options, making the kitchen a place for opportunity, variety and upscale experiences. In fact, 37% of US consumers have spent more on food for eating at home since March 20221, and 55% plan to cook meals from home more frequently over the next several months.2
As consumers shift from a “buy what is available on the shelf” to “choose what looks appealing” mindset while shopping, brands will need to do more to stand out and increase trial opportunities. Additionally, consumers want to believe their money is being well spent. With less than 7 seconds to grab the consumers’ attention and communicate all the benefits of the product, it is important that the packaging pulls it’s weight. Consumers consistently rate products packaged in glass as more “premium” and worth their money.
Glass packaging comes highly recommended from consumers because they prefer easy recyclability and protection against odor, moisture and air.3 With so much time and effort spent on perfecting the recipe, ingredients and taste profile, it’s important that packaging ensures the product is delivered to the consumer at the highest quality possible. Because glass is virtually inert, it will not interact with the food or beverage, and the consumer experiences the product in the way it was originally intended.
Glass also offers customization and the chance for brands to tell their story through their packaging. When brands choose glass packaging, they can make an emotional connection with consumers and enhance their brand recognition, helping them stand out more on the shelf.
Lastly, glass is transparent – you can see the contents of the container. 45% of global consumers found transparent packaging extremely or quite important.3 Its authenticity gives consumers a better feeling that the product has higher quality. Superior taste and quality is one of the top 3 decision influencers for consumers when choosing products for meals at home – 34%.2 Higher quality means a more premium appeal for your brand, and premiumization is an experience consumers are always looking for.
In conclusion, choosing glass packaging allows brands to present products as a premium and higher quality alternative. Packaging is the first interaction consumers have with a brand. Glass packaging offers the opportunity to communicate your brand’s story, unique offering and premium quality. Consumers take 3-7 seconds to scan the shelves and choose a product, meaning a differentiated package design will catch their eye in the “sea of sameness”.
Now is the time to start looking at packaging more premium products differently. Choose packaging that elevates brand appeal and authentically presents products as a higher quality. Choose packaging that intrigues consumers with its appearance and delivers an experience that consumers would want to try. #chooseglass
1Base: US 1,000 internet users aged 18+ in each market; Source: Kantar Profiles / Mintel, March 2023
