Brand loyalty is diminishing. The consumer-to-product connection is exploding. In today’s consumer marketplace, the majority of buying decisions are being made at time of purchase, influenced more by how the product speaks to the customer and draws them in than anything else. And clearly the loudest voice customers are hearing comes from the packaging.
Increased competition from so-called “artisanal” manufacturers, consumer acceptance of private-label (house) brands and diminishing product differentiation are all impacting brand loyalty. Large brand owners are working to retain buyers with brand extensions and multi-branding within categories, causing the number of SKUs to explode. Thus, brand owners are looking harder at their packaging options, right down to the choice between printed labels applied to the packaging using pressure-sensitive adhesives (PSA) and those printed directly on the package. Both options propagate a vast number of decisions about which adhesives and coatings to use.