A new study in the frozen-foods aisle has found that damaged packaging profoundly affects shoppers’ purchasing decisions.

The study, commissioned by MeadWestvaco Corp., analyzed a range of frozen packaged foods and showed that the majority of shop-pers will not buy a product if the package is damaged. Research found that 75% of shop-pers in the study pushed a damaged package aside in search of an undamaged one.

The study also revealed that shoppers’ trust in a product or brand declines steeply when the package is damaged.

• Up to 55% of shoppers discarded the brand, and 36% opted to purchase another brand.

• If a product’s slightly damaged package is the last one on the shelf, 45% of shoppers will leave the brand and 29% will purchase another brand.

• Perception of a product as a “brand you trust” dropped from 73% to 41% when pack-ages were even slightly damaged.

• 25% of the most brand-loyal shoppers

question the safety of the product when the package is damaged.

Related research also identified a significant relationship between the quality of the packag-ing material and the likelihood of a package to sustain damage. A study completed by Genco in July 2009 assessing damage frequency for more than 28,000 frozen-food packages indi-cates that shoppers are up to four times more likely to encounter damaged packages when inferior materials are used.

The study found that compromised compres-sion strength of paperboard material, for exam-ple, could contribute to damaged packaging.

Mike Stuckey, marketing director, MWV Food Packaging, says brand marketers should give packaging the same consideration in qual-ity of materials, design, and construction as they do with the quality of their products.

“When making a purchasing decision, the consumer’s major point of interaction is with the package, which affects consumers’ percep-tion and helps to enhance consumer loyalty,” Stuckey adds. —Jim George

PACKWORLD.COMNEWS

High-accuracy labeler hugs honey bears

8 | PACKAGING WORLD | FEBRUARY 2010

Golden Heritage Foods, LLC, Van Wert, OH, produces

honey products and packages them in bear-shaped PET

containers supplied by custom blowmolder Container Services, Inc. (www.containerservicesinc.com). The

honey containers are filled in-line, using filling equipment

from Oden Corp. (www.odencorp.com). Polypropylene,

38-mm caps, distributed by Kaufman Container (www.

kaufmancontainer.com), are manufactured by Seaquist Closures (www.seaquistclosures.us). The caps are applied

using an 8-spindle, inline capper from Kaps-All Packaging

(www.kapsallcom). Semi-gloss, pressure-sensitive label-

stock, printed with three PMS spot colors, is supplied by

Staples Print Solutions (www.staples.com).

The company wanted to replace its old labeling sys-

tems with equipment that could apply front and back

container labels at higher speeds and with more reliable

positioning accuracy. Golden Heritage evaluated vari-

ous available labeling systems and opted for a Bronco

125 labeler and Model 251 stainless steel dispensing/

conveying system from NJM/CLI Packaging Systems International (www.njmcli.com). These machines run

up to 200 containers per minute.

Randy Wenninger, Director of Corporate Facilities &

Manufacturing for Golden Heritage Foods, says, “We run 25

different containers on this packaging line—from two ounce to

one gallon. The new labeler handles all containers with ease.

And the no-tool changeover is quick and easy. We have been

very pleased with the accuracy and repeatability of the labeling

machine.” —Judy Rice

Study: Package damage significantly affects sales in freezer case