Packaging professionals know a product’s container is more than just that, but rather a key element of the marketing mix. However, there might be a discrepancy between what food and beverage packages are communicating and what consumers are actually experiencing, according to WestRock’s Packaging Matters study, which focuses on the impact of packaging on product satisfaction and consumer purchasing behavior.
“Pair that with the gap in trust between consumers and brands, big shifts in safety, sustainability and retail, and we find ourselves trying to navigate a complex marketplace,” says Steve Voorhees, CEO of WestRock Company.