Bertling Hanno SIG Senior Product Manager

Bertling Hanno, SIG Senior Product Manager

Hanno Bertling, Senior Product Manager at SIG Combibloc, about design that catches the eye.

A third of all consumers worldwide attach a great deal of importance to packaging when they purchase food. These were the findings of the Packing Matters Study. And experience at the point of sale shows: consumers who have held a package in their hands that impressed them in terms of look and feel will reach for it again.

This applies to products in the premium segment above all: the ones that generate high margins here will be those that set themselves apart from the competition – with a packaging design that deserves the name: aesthetically and haptically pleasing, and functional.

Higher sales thanks to differentiation

This is why, when it developed the carton-bottle combidome, SIG took an incredibly simple approach: offering customers a high-quality, visually striking product that impresses discerning consumers from the shelf. The result: a head-turner that combines the advantages of a beverage carton and a bottle. In the aseptic combidome package, beverages are protected from environmental influences, and nutrients and vitamins are preserved.

Eye-catcher put to the test

SIG carried out a comprehensive test in January to find out for itself how well received the carton-bottle is among end consumers. Test environment: a shelf with a selection of juice in different carton packages, cans and PET bottles from the premium segment. Participants: 104 test subjects aged 18 to 60 – equipped with eye-tracking glasses, which register and analyse every glance.

Test environment: a shelf with a selection of juice in different carton packages, cans and PET bottles.

Test environment: a shelf with a selection of juice in different carton packages, cans and PET bottles.

The result:
“If you want to draw attention at the point of sale, combidome is the right package for you – in emerging, saturated or declining markets.”

  • 64 per cent of the test subjects prefer combidome to other premium carton packages.
  • The test subjects’ gazes linger longer on the combidome package, and they reach for it quicker.
  • 53 per cent of the test subjects find it easier to take combidome from the shelf – thanks to the display trays developed specially for combidome, in combination with the easy-to-grip package top, the so-called “dome”.
Participants were equipped with eye-tracking glasses

Participants were equipped with eye-tracking glasses

In a nutshell

Thanks to its slim shape, consumers consider combidome just as handy as a bottle. The centrally positioned closure makes it easy to pour and lets you drink straight from the carton, right down to the very last drop. In addition, the majority of the test subjects find the design innovative, modern and attractive, and associate it with high quality.

Summary: Consumer test passed. If you want to draw attention at the point of sale, combidome is the right package for you – in emerging, saturated or declining markets.

 

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