How important is the role of packaging. In this case cereal?

Question

To whom it may concern, I have to make a paper about product packaging, I would also like to include the importance of packaging for cereals. But this is the question where I stumbled on. How important is it actually. It is a FMCG, but first impressions are also important of course. Could you please help me with this critical question? Thank you in advance.

Answer 1

I echo the above response. Also thought I would mention that the majority of cereal brands are in the mature phase of their product lifecycle. The implication is that the product is selling well, so the FMCG or Consumer Packaged Goods Companies are typically investing more advertising dollars in new products or products that are struggling. This makes product packaging all the more important as there are fewer touch-points for a consumer to interact with or experience the brand.

Answer 2

Hi Sara--

 

The fact that it's a FMCG (competing against others) makes the packaging all the more important.

 

With something like cereal, shelved along with a hundred other cereals, packaging is the ONE chance that the company has to tell you that:

a) it tastes good (even the blandest cereals are shown with bright white milk splashing, maybe some colorful fresh fruit, etc.)

b) it's healthy (even "Chocolate Frosted Sugar Bombs" will have a burst proclaiming "12 essential vitamins and minerals," or "made with whole grain.")

c) It's a good deal. ("Family size!" or "Value Pack!")

d) It will make you and your family happy--there is almost always either a picture or a paragraph about "starting the day right," or "your family will love the taste and the 'wholesome goodness' of Flakes cereal."

 

Compare your typical brand-name cereal package with a plain-package store brand. Which do you think sells more?

 

Consumers respond to packaging--it's the extension of TV and other advertising. In the store, the jazzy packaging reminds you of the feel-good commercial you saw last night.

 

In FMCG, advertising and packaging are everything. That's why companies spend so much on them!

 

Hope this helps.

 

Matt in (further south) New York