Study Finds Packaging And Labeling More Important In The Age Of COVID

by Rudy Sanchez on 09/29/2020 | 2 Minute Read

A recent study by packaging products and services provider Shorr found that the coronavirus pandemic has resulted in some long-term changes in consumer behavior, providing insights into how shoppers interact with packaging.

The 2020 Food Packaging & Consumer Behavior Report found that 47% of those surveyed tried a brand they were not previously familiar with, and 88% planned on purchasing from that same brand for the foreseeable future. The most significant factors in choosing an unfamiliar brand included “unique design” at 28%, followed closely behind at 27% with “eco-friendly packaging." The label’s language came in at third with 23%.

Shopping habits also appear to have sustained changes, finding that 61% percent of consumers report that their purchasing habits over the last three months have changed how they will shop in the future. As the pandemic strained production and distribution of goods, 41% of respondents say that packaging and labeling have become more critical since their preferred products were unavailable.

The study did not report specific habits or changes that consumers have decided to continue. Rand found that across all age groups, online shopping of groceries rose, with 62% of shoppers 35 and younger making at least one online grocery purchase a week, up from a pre-COVID 48 percent.

Concerns over contraction of the novel coronavirus have ushered in contactless and curbside pickup options from major retailers such as Walmart. Though the CDC currently advises that the contraction of the virus is unlikely via the touching of packaging, a Medallia Zingle survey COVID-19 and The Future Of Commerce found that 54% of consumers are still limiting their in-person shopping and choosing curbside pickup and delivery more. Additionally, a quarter of respondents said that they are exclusively relying on contactless and delivery except for emergencies.

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