Marketing activities aimed at creating making products stand out on store shelves are a common practice used by brand owners. Going a step ahead, brands are now adopting niche packaging methods to grab consumers’ attention.
The rise in shopping malls and in living standard of people is making it mandatory for businesses to make their product more attractive and catchy. Generally, this is achieved by using vivid colors in the packaging of the product and here comes the concept of display boxes. This kind of special packaging may help products easy to stock on shelves while making them stand out from other products in its space. Packaging South Asia conducted a review of the market to understand what brands are doing to make their products stand out from the rest.
“We have received requests from many marketing managers of companies but we have little space to accommodate it all. We have put up several products on our shelves. The regular product with us on display is Vim Bar, which engages people with its different packaging and combo offers at regular intervals. Another product which grabs eyeballs is Knorr Soups,” says Rajan Patel, operations manager, Low Price Supermarket, Ambarnath.
Interestingly, with healthy foods gaining significance in households, brands are doing their bit to add spark to their packaging. Patel states, “One such healthy product which gained attention was Masala Oats, which was launched with a display.”
Other packaging display
Adani Wilmar plans to come up with small packs of vegetable oil. This is aimed at buyers who need oil in smaller quantities, such as packets in 200 ml or 250 ml size. Moreover, oil companies are also working towards making containers of one liter oil into square packaging that would make it easy to stock them on the supermarket shelf. Currently, plastic pouches are used for oil packaging, which bend or fall down if not placed neatly.
Products are also being launched in small pouch sizes using secondary packaging material to give the feel of a crate. This is done keeping in mind the smaller retail shops. Such kind of packaging helps products to stand erect or remain in a set position; it also allows better alignment in the display of the shop. Products like dry fruits command a major space on display shelves during festive seasons. These products are packed in standup pouches to help retailers customize the display alongside similar gifting products. A marketing executive from a renowned brand says, “Products are not only aimed to be displayed alone. Sometimes the shelf space is used to decorate the shop with a bigger display of many different products by a retailer, so that consumers are attracted by the vivid choice of products.”
Mondelez Foods India Pvt. Ltd. launched its product, Dairymilk Lickables, with a display set for retailers for better look. Ideas like packs of three or six are gaining traction as companies are planning to introduce packs of six with an extended handle, making them easy to carry besides giving the package an appealing look. Generally, these concepts are used for packaging of beer cans, which are popular in the West. In India, the application can be used for packaging of energy or health drinks.
New packaging designs are not only making products sturdier but also retaining their aesthetic appeal and giving them more flair with creative secondary packaging for better display on shelves.