UNITED STATES
New findings reveal that shifting to see-through packaging can mean big sales increases at the retail aisle. A report issued by the Wall Street Journal showed that many consumers feel that products they can see taste better, feel less artificial, and have fresher ingredients, than their covered up counterparts.
Larabar Uber's transition to see-through packaging highlights the benefits that can come with embracing this approach. According to the Wall Street Journal, JoAnne Garbe, Packaging Research and Development Manager for General Mills, spent over a year testing see-through plastics for General Mills Larabars. The result, which hit the retail aisle earlier this year, has been a huge hit with consumers. Garbe told the Journal that consumer preference surveys reveal Larabars sold in the new packaging “tasted better, felt less artificial and the ingredients seemed fresher” even though the ingredients themselves were unchanged.
The sight of "simple, wholesome ingredients," can be a powerful sales driver, Julia Wing-Larson, a Marketing Manager for Larabar, told the Wall Street Journal. "You eat with your eyes."
Coca-Cola's Simply Orange juice has gained substantial ground on PepsiCo's Tropicana brand because Coca-Cola was the first to transition to a clear, pitcher-shaped serving container. According to the article, this packaging gave Simply Orange juice a fresher feeling and taste.
While the Wall Street Journal did note that some products such as oatmeal or granola do not benefit from see-through packaging the way most do because they can begin to take on a “dusty” look on the shelf, it would be highly unlikely for these concerns to translate over to deli industry. Instead a transition to see-through packaging could mean a boost in sales numbers and a more dedicated consumer base. What company doesn't want that?
