MWV Releases Study Results On Shoppers’ Perceptions Of Damaged Packaging

MeadWestvaco (MWV) has released the results of a study that the company commissioned on packaging damage. Results revealed that damaged packaging has a profound effect on shoppers’ purchasing decisions.

Reportedly, MWV commissioned research which studied a range of frozen packaged foods and showed that the majority of shoppers will not buy a product if the package is damaged. Three-quarters of shoppers in the study pushed a damaged package aside in search of an undamaged one.

The study also revealed that shoppers’ trust in a product or brand declines steeply when the package is damaged. Up to 55% of shoppers left the brand, and 36% opted to purchase another brand. Perception of a product as a ‘brand you trust’ dropped from 73% to 41%, when packages were even slightly damaged.

The study indicated a significant relationship between the quality of the packaging material and the likelihood of a package to sustain damage. Packages made from coated recycled board were four times more likely to be crushed or opened.

MWV claims that its Custom Kote paperboard packaging is engineered to withstand freeze/thaw conditions and maintain its structure throughout the supply chain.

Mike Stuckey, marketing director of food packaging at MWV, said: “Private label manufacturers have been taken great care to ensure the products they create are recognized as better than name brands. By giving packaging the same consideration in quality of materials, design and construction, private label owners ensure the package accurately reflects the consistent quality across all products.

“When making a purchasing decision, the consumer’s major point of interaction is with the package which affects consumers’ perception and helps to enhance consumer loyalty.”