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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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I was saddened to hear of the passing of one of the food industry
pioneers Gerry Thomas, One of our unsung heroes credited with
invented a “package” the frozen TV dinner that literally changed
the way we eat. Never mind that it was considered by
nutritionists as a step backwards, his invention still made a
major shift in the food and food services industries. In fact
foodservice was in the early stages of product development when
the TV dinner was first introduced in the. (turkey with corn
bread dressing and gravy, sweet potatoes and buttered peas - sold
for about $1 apiece and could be cooked in 25 minutes at 425
degrees.)

I was reminded of other packaging innovations that we take for
granted. Everyday foods such as microwave popcorn, prewashed
salads, shredded cheeses to name a few. All that are already
prepared and ready to be consumed within a few minutes. Products
that have make our lives a whole lot better.

Consider were we would be without these package innovations that
make meal preparation easy or a whole lot simpler. Remember when
all the food preparation was done by your mother or your
grandmother. Not anymore. One of the fasting growing food sectors
is the prepared, ready-to eat or easy/minimal preparation meal.
We are a convenience society and packaging innovation has made
major strides in providing products that are ideal for this
lifestyle.

Have you ever given any thought to the box that delivers your
pizza, why its still hot and not soggy, or the prewashed salads
and carrots that are ready to eat or put on the table?
What about the juice box and the “Lunchables” that makes school
lunches a breeze.

Packaging makes all this possible. I won’t bore you with al the
technical details just that without the package many of these
products couldn’t exist. Innovations such as the TV dinner have
become “de rigeur” in American culture.

So the next time you hear someone bad mouthing all the packaging
materials going into landfills or the excess packaging material
that is use to package a product or how difficult it is to open.
Remember consumer (that’s you) are demanding these products be
invented.

The features and attributes that you complain about also keep it
fresh, sanitary, and easy to use to make your life and your
families lives much better.

After all consider the fact that without a package you couldn’t
have a product.

For a list of packaging innovations that have
changed the way we shop, eat or generally made our lives better
or to discuss what’s on the horizon in packaging technology email the Packaging Diva @ packagingdiva@aol.com

Tags: branding, convenience foods, food products, grocery stores, innovation, marketing, packaging, supermarketsbranding, convenience foods, food products, grocery stores, innovation, marketing, packaging, supermarkets

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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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