Which is more important, standout packaging or standout flavour? Retail Strategy Thoughts.
This was the question posed on LinkedIn with the Natural Products Expo group by Caren Baginski;
“What’s more important when launching a new natural food product: standout packaging or standout flavour?”
Of course someone like me, as I am sitting by a pool drinking an Gin and Tonic (which is really heavy on the gin this time – should write something on bartender drink consistency in Mexico one of these days!) and supposed to be sorta unconnected while I am holidays (lasted three days only); I have to throw my two bits into the discussion.
My quick and dirty answer to the question was as follows;
What I find the Natural Health guys miss on most of the time (more times than not) is the packaging. Most get the ingredients, and they have a huge passion for what they are trying to achieve, and then they lose sight of the real goal which is to sell their awesome product(s). And selling takes more than just a good product inside. Obviously the product inside is critical for long term play, but the packaging is the only messaging you have at store level to give the consumer a reason to consume for the first time.
Too often I see great products with just god awful packaging. I so want to list the item because it tastes great and is great for you, however, only the owners and me will be the only ones who will ever know this; and its because the easiest marketing tool – the package – was, or is, a complete miss! Because of that oversight, I don’t list the items in our stores. All because the packaging component was a so poor. Too bad…
So my suggestion with the folks in the Natural Food industry who spend all their time with the insides of the package (which is very important); start to spend more on the outside, no matter what you think, I wont buy something that looks unappealing, and nor will the general public, no matter how good it tastes, and that’s because I’ll just never get to the trial stage in that lousy package.
And if you don’t believe that packaging and the marketing around an item is critical, and you think its all about the tastes and positive attributes of the product; just think tobacco, soft drinks, junk food etc…
Just my thoughts.
Ciao for now @kootenayborn