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Updated 20 Jul 2018

3 Innovative packaging ideas from leaders in the pack

Did you know that packaging can significantly influence customer sales? See the strides innovative leaders in the fast-moving consumer product industry are making. 

Nicole Crampton, 12 October 2017  Share  0 comments  Print

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Did you know that 48% of consumers won’t buy a product again if its packaging wasn’t premium enough? While the product inside the box might be the best product ever made, the quality of the packaging it comes in plays a part in whether you secure repeat business. In a recent survey, 52% of online consumers say they would likely return to a business for another purchase if they receive products in premium packaging.

If you impress customers with your products’ packaging, they can become repeat customers and continue to make your fast-moving consumer goods manufacturing business competitive and profitable. 

Related: 4 Packaging trends that will have your products flying off the shelf


A customers’ first impression of your product takes seven seconds, making subsequent judgements based on quick information, according to Business Insider. Your fast moving consumer product needs to make an impact quickly on the shelf, or you’ve already lost the sale to your competitor.

Here are a few key insights from fast moving consumer product leaders on how and why they’ve implemented innovative packaging techniques: 

1. Sustainable packaging strategies

Coca-Cola in Great Britain is introducing a sustainable packaging strategy that will increase the recycled plastic content in its bottles from 25% to 50% by 2020. This comes in the wake of the environmentally friendly trend that is driving change across the world. 66% of global respondents are willing to pay more for environmentally friendly products, with 56% willing to pay more from a socially responsible business, according to a survey by Nielsen.   

To appeal to younger generations, fast moving consumer product manufacturers must take this growing sustainability trend into consideration when designing packaging. McDonald’s is another company that is supporting this trend by pledging to source 100% of all fibre-based packaging from recycled or certified sources by 2020. 

2. Think outside the box 

Box -packaging

Packaging that’s creative doesn’t have to cost your fast-moving consumer product manufacturing business an arm or a leg. Smart, creative designs are just as effective without reducing the profit margin. Especially, if you’re manufacturing something with fairly utilitarian packaging. For instance, Belarus electrical company, came up with creative designs, which were cost-effective, but still revitalised their product.

This innovative packaging uses detailed drawings of insects. The various shapes of the bulbs are paired with matching bug sizes and shapes. For example, long thin bulbs are paired with the dragonfly boxes, and coiled energy saving bulbs become the abdomen of a bumble bee. 

Related: Packaging in South Africa is always changing shape

3. Tell a story with your packaging 

Technologies like blockchain and the Internet-of-Things is growing in pervasiveness because of a mounting need for customers to know where their products (particularly food) is coming from. This dairy brand took it a step further, printing the names and pictures of their dairy farmers on their milk cartons. The picture on Organic Valley’s packaging includes the signatures of the farm owners to ensure their customers know exactly where their diary is coming from and that the farms are held accountable for the quality of their products. 

To ensure the future success of your business, ensure you’re at least meeting your customers’ expectations around packaging. Sustainability and accountability is important when creating new packaging, but don’t forget that being creative can be cost-effective and still have a big impact too.


  • Make your packaging environmentally friendly, either by reusing it or making it out of recycled materials.
  • Think creatively about your product and doing something simple but effective is just as impactful as designing something innovative and expensive.
  • Tell your customers where their food comes from on the package to meet their expectations of transparency and accountability.
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Nicole Crampton

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