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In just one month three California vineyards have introduced new wine product lines specifically targeted to women. The product offerings are intriguing with names such as “White Lie” and “Mad Housewife” to the latest introduction “Working Girl White.” These wine companies are responding to the message: A wine just for women. Interestingly, all three wines have different product approaches. From clever white lies on the corks, to retro chic on the bottle graphics each has its own unique appeal.

What’s the driver behind this new product offering? Quite simply, it is the demographics. Women either make or influence 85% of the purchasing decision and companies are finally waking up to that fact. Unfortunately, just taking the man off the box and replacing it with a woman isn’t the answer. Nor is it to use pink packaging or other feminine colors.

So what do women really want in their product packaging? What will entice them to pick your product off the shelf? What siren screams “buy me” as she walks down the isle? The answers are not what you might think. Women perceive products differently than their male counterparts. They have different expectations of products. Women say that they product manufactures don’t understand their wants and needs either. In fact 59% of women feel misunderstood by food marketers. This market segment accounts for 60-70 of all product packaging.

So, how do you get this powerful consumer to connect with your packaging? First, see the product though the woman’s eyes not the designer’s or brand manager’s. In my recent research, product attributes such as the shape and color were important to people in the packaging industry but not so important to the average consumer. The mostly highly rated characteristics that both groups agreed upon were convenience, ease of storage, and female friendly elements such as the size of package and handles for carrying.

Second, consider how and where the product will be purchased. External factors can influence the purchasing decision as to how and where a woman shops. Recent studies show that women on average no longer make a big “stocking up trip” to the store. In fact they make numerous short trips to get the essentials for the moment. Today’s shoppers are under tremendous time constraints and are willing to pay a premium for the privilege of more free time.

Finally, it is imperative to get noticed. How can you grab their attention? Make packaging simple, easy to read, and use. Get rid of the gimmicks and the hype. More than 89% of survey respondents said they would not purchase a product because it was endorsed by a celebrity, and those that did were embarrassed to admit it. Cause marketing also scored low on the scale of importance in influencing a purchase as did their concern for the environment.

So listen to your female buyers the next time you designee a new product, bond with them on an intrinsic level not through gimmicks or the current “in” celebrity. Make your product easy to read, use and time sensitive. By adhering to these fundamentals you will have garnered her attention.

Got packaging problems? I can help. I teach people how to package
products consumers will buy. I make it easy to answer your
problems with email and voice consultation. Get advice from the
top expert in consumer packaging. Contact the Packaging Diva @
packagingdiva@aol.com

Tags: advertising, branding, buyers, consumers, grocery, labeling, marketing, packaging, retail sales, supermarketadvertising, branding, buyers, consumers, grocery, labeling, marketing, packaging, retail sales, supermarket

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Have you read anything in the news lately about childhood
obesity, Jose Canseco and steroids, or fat free foods? Where is
the truth in any of that?

If only we lived and shopped in a pure world where labels told
the whole truth and nothing but the truth. But while consumers
rely on labels to make wise nutritional choices, food manufacturers use labels to sell their product. Remember when we used to read the label before making an informed purchase decision.

The two functions of a label — providing accurate information and enticing someone to buy the product — conflict and send mixed messages.One the one hand we read buy me and on the other is this product good for me?

Labels can be misleading, especially if you don’t learn to read between the lines and examine the fine print. today’s labels are very complex with statements that make claims or tout benefits that may not be true.Knowing what the words on the label really mean is a big step in learning to make nutritious and the right choices at the supermarket.

Through the years, the Food and Drug Administration (FDA) has
attempted to make sure that the food products made available to
the American public are safe for consumption. For most, the
likelihood of suffering a food or drug related illness is remote. That was until bio-terrorism threats reared its ugly head.

Yet, for those with specific food allergies or unique health
conditions, proper labeling on products is imperative in order to avoid potentially dangerous situations. The addition of
supplements and additives to food products poses another risk to consumers if it is discovered that the substance in question is harmful. It is therefore extremely important that consumers are made aware of specific dangers associated with food and food products, through accurate labeling, published warnings and their own investigation. Think about all the food products lately that have been recalled due to mislabeling at the manufacturers.

Here are a few popular product statements to consider:

No sugar added or low carb
The FDA has rules about labeling claims that specifically bar the use of “low” such as low-car yet it has not established a
standard for “low” for an ingredient or nutritional element (such as the standard for low fat)… So claims of low-carb on labels right now are actually illegal.

No MSG
MSG is sometimes hidden in food with labels that say “No Added
MSG” and “No MSG.”
Find out more at http://www.truthinlabeling.org/index.html

Got Milk? Well, is it really all its cracked up to be?
The latest claims are touting drinking milk as a way to lose
weight.
See http://www.stoplabelinglies.com/ and decide for yourself.

100% natural! Natural what?
A product label will state: “made with 100% natural ingredients,” or “made with 100% organic ingredients.” The “100%” claim often refers to one or two ingredients, which are “100% natural” or “100% organic” even if other ingredients are synthetic. So the bottom line is what is “natural” when it describes a product?

“Unscented” Yeah right, ever use any of these products?
That unscented product is many times worse that the scented variety. Anyway unscented is a misnomer — it does not mean “without chemical fragrances.” If an item is labeled “unscented,” it may contain a masking fragrance (which is a chemical fragrance designed to “block” the smells of other chemicals in the product) and additional toxic chemicals.

So the question remains — When is a product packaging misleading in its descriptions and are the manufactures deliberately deceptive? No one knows for sure. Let the buyer beware! It’s up to you the consumer to read the labels and make an informed decision as to the true benefits of a packaged product. Remember most products carry an 800 number on the package thatyou can call and ask about the product itself.

Every day a new issue related to packaging such as food security is in the forefront of the news? JoAnn Hines The Packaging Diva knows what business needs to know about packaging.
How has Walmart impacted the packaging industry? (The Diva knows.)
What is the fastest growing consumer segment for product packaging? (The Diva knows.)
Will new products on the horizon change the way we shop and eat? (The Diva knows.)
How can packaging protect us from an act of terrorism? (The Diva knows.)

If you need answers to these questions and many more related to the packaging industry email the PackagingDiva@aol.com

Tags: advertising, branding, buyers, consumers, grocery, labeling, marketing, packaging, retail sales, supermarketadvertising, branding, buyers, consumers, grocery, labeling, marketing, packaging, retail sales, supermarket

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For the last couple of weeks I have been covering the negative impression that consumers have about packaging. I have tried to dissect all of the ranting and raving from nay-sayers about packaging that doesn’t work.

Just last week Britain’s National Federation of Women’s Institutes (NFWI) launched a campaign highlighting supermarkets wasteful packaging policies. Granted this was in the UK, but similar initiatives could happen here. I checked it out briefly and I don’t get it. They are complaining about an packaging that keeps the food protected and sanitary. It is akin to the article last week, “How To Package A Lobster.” We need to be prepared and be aware that there are nonsensical reasons that your packaging may come under fire. Just be sure you are covering all your based and anticipate in advance when you might have a problem.

The main thing to visualize is that the role of packaging has changed. Detractors just don’t understand what the package really does. It’s no longer enough for the package just to get product to the retail environment in a satisfactory condition, now it has to “sell” the product too. Packaging plays an integral role in the decision to purchase a product or not. The problem is that what the consumer desires is constantly changing. Market trends come and go. I have mentioned growth niches occurring in the food industry before. Corresponding to the growth are niches that are declining too. Just like I stated “In What’s In Your Bottle.” Bottled water sales recently surpassed soda sales. I was beginning to think the bottled water market was tapped out too. But creativity never ceases to amaze me. We are still welcoming new bottled water product introductions and there is a market for even the most esoteric consumer.

It’s important to understand the evolution of the package because now products are using the packaging as the primary sales tool. Gone is the day of the sales clerk who answer your questions about the product. The role of the package is no longer passive. Its has to “speak” to the consumer both literally and figuratively. (Talking packages are the wave of the future.) Think of all the great packaging applications available if your package talked and could tell you how old the product was, what you should serve it with or that you need to buy this companion product. What a sales tool!

That’s only a fraction of what the new packaging can do. Most importantly, it is imperative that you think about your product package. Does it “connect” with the consumer? In a sea of sensory overload what is going to make your package different? It could be shape, color, size, uniqueness of design or even smell. Remember “Does Your Packaging, UMM, Smell?” Are you utilizing any of the new smart and intelligent applications packaging applications? Does you package fulfill a need and explain in clear concise statements the benefits of buying your product. Is it easy to read and understand?

So start your analysis by viewing your package from the eyes of the consumer. If you are buying it, what’s going to compel you to pick it up off the shelf? Is it just sitting there lost amongst rows of competitive products? Think in terms of your package calling out to you “buy me, buy me.” Does your product do this? If not, your package isn’t doing its job. It must persuade the consumer to purchase the product. Thinks about some of the latest packaging innovations and how to incorporate them into your product packaging. Consider the consumer mind set. Is your package perceived in a negative light negating the benefits of the product within?

All these questions need to be answered. Don’t simply to address them in the initial package design; it’s an ongoing process. As I mentioned at the beginning of this piece, the consumer is a moving target and your package has to move along with them in the right direction. Be sure the consumer you are trying to capture receives the right message.

Here are a few types of packaging coming under fire by consumers that could impact your success or failure:

Products that are perceived to be over packaged;

Products that are in clamshells (more about this next week);

Products that are misleading as a result of the claims on the packaging;

Products that are in packaged materials deemed environmentally unfriendly;

Packaging that doesn’t work;

Packaging that doesn’t deliver as promised.

So think about your product packaging right now and determine whether it is helping to sell your product, or not.

Please feel free to use me as a resource when it comes to understanding what packaging markets are hot and what are not. Or what companies are developing the latest in innovative packaging technology.

Packaging Experts, Packaging Consultants, Packaging Speakers:

The Public Relations Department at Packaging University can connect you with the country’s top leaders, experts, consultants and speakers, in packaging and related industries. Our experts work in all facets of packaging and they will speak with you about new innovations, trends, legislation, technology, and other packaging news. Contact us if you need experts to interview, article ideas, news, hot topics, or quotes, opinions, and insights from prestigious sources.

Go to PackagingUniversity.com and get your free special report: “Why Packaging Fails” by JoAnn Hines Packaging Diva.

Attention inventors! Look for our new white paper “Packaging Your Invention To Sell” available soon at PackagingUniversity.com

Got a packaging question you need answered or a packaging request? Go to http://www.packaginguniversity.com/ to list your question for free.

Pick the Diva’s Brain every Friday afternoon. Get your most pressing packaging question answered. For more details go to http://www.packagingcoach.com

Tags: advertising, branding, clamshel, consumer products, grocery, marketing, packaging, retail sales, supermarketadvertising, branding, clamshel, consumer products, grocery, marketing, packaging, retail sales, supermarket

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