How consumer perception is influenced
In the world of food packaging, hygiene plays a crucial role. But how is this hygiene actually perceived by the consumer? The perception of hygiene in packaging is much more than just a visual assessment. It is a complex interplay of practical, physical, and informational elements that determine how consumers think about the safety of their food. In this article, we delve deeper into the factors that influence the perception of hygiene and how brands can delve into this.
Functional and physical attributes of packaging
Research shows that consumers primarily base their perception of packaging on two key aspects: the functional and the physical attributes. Functional properties such as whether the packaging is recyclable, informative, and easy to use are crucial. But physical characteristics such as attractiveness, quality, and – not to forget – the hygiene of the packaging also play a large role. Consumers often associate the packaging of a product with its quality and shelf life. For example, a well-sealed package suggests that the product is fresh and safe (Source: Wiley Online Library). Another group of purchasers choose to focus on price above all else, with a slight back-thought of either the one or the other. We’ll not look into that aspect too much for the further research of consumer influence, because the consumer is not to the slightest aware of packaging pricing.
One of the key findings from recent studies is that visual and informational characteristics are essential for attracting consumer attention, especially in-store. Packaging that looks attractive and clearly communicates that it is hygienic and safe is more likely to persuade the consumer (Source: Packaging Gateway).
Negative associations: packaging and hygiene
While an attractive package evokes positive associations, negative perceptions can also arise. Many consumers associate outdated or poorly sealed packaging with lower product quality or even potential health risks. Think of hard-to-open packages or packaging that isn’t properly airtight. This can not only affect the overall experience but also undermine trust in the hygiene of the product.
An example of this is the use of plastic bags for fresh meat. A package that isn’t properly sealed can make consumers doubt the freshness and safety of the product (Source: ResearchGate).
Hygiene in practice: the example of Innoseal
Hygiene in packaging is more than just an aesthetic issue; it is a fundamental requirement for food safety. This is why technologies like the Innoseal sealer are so important. This technology ensures that products, such as fresh meat, are sealed airtight and hygienically, without needing debilitating in opening, as with heat seals. What makes this Innoseal system unique is that it not only improves hygiene by making the seal fully airtight but also offers tamper evidence: consumers can immediately see if the product has been opened, yet having an option (as opposed to heat seal, to re-close and reopen). The concept of sealing a balloon, where liquid is used to demonstrate airtightness, is an innovative approach to showcasing hygiene / freshness Innoseal closures provide in a consumer-friendly tangible way.
When doing the utmost at keeping a hygienic environment in the food industry it is essential to have the continuation of hygiene to meet your customer. Outbreak of germs and disease is just around the corner. (Source: Food Safety). Good packaging helps not only in the perception of hygiene, but also in the upkeep. For the consumer the entirety of the “production to shelf” line matter, just in another type of way than it would for business people in whatever part of the value chain. At the end of the day everyone has their own goals, ambitions, frame of reference and ideals.
The responsibility of companies in hygiene
Various studies show that consumers expect companies to play a key role in the safety and hygiene of food products. More than 80% of consumers believe that companies have an ethical responsibility to handle food safely. This means that companies must not only invest in the quality of their products but also in the hygienic processing and packaging of them (Source: WHO – Food Safety). Packaging is not only viewed as a protective measure for the product but also as a guarantee to consumers that their food has been handled safely and hygienically. Over the years, this has become increasingly significant. At the same time, the growing focus on environmental change and sustainability cannot be overlooked. Coupled with the constant pressure to drive financial growth and optimize business models through small, strategic adjustments, this makes it clear that solely focusing on the highest perceived importance of packaging to the consumer is not a conclusive approach.
The future of sustainable and hygienic packaging
There is growing interest in sustainable packaging, and this also applies to hygienic packaging. More attention is being paid to the use of recyclable and eco-friendly materials without compromising hygiene. The trend toward reusable packaging instead of single-use plastic is growing immensely, but the challenge remains: how can you guarantee hygiene without compromising the effectiveness of the packaging? (Source: McKinsey & Company)
Conclusion
The perception of hygiene in packaging is a crucial aspect of consumer choices. By focusing on the functional and physical features of packaging, companies can not only improve the safety and quality of their products but also gain the trust of consumers. In the future, the emphasis on hygiene and sustainability will continue to grow, and companies that invest in both hygienic technologies and eco-friendly solutions will stand out in the market.
Perception of hygiene is partially in the eye of the beholder. And what factors are equally important? How does one choose what is best?
Where’s the line and what are true alternative options? Can we find an agreeance on what’s right?
Let’s look at benefits chosen by Innoseal clients:
Cost efficient, sustainable, easy to open, unique, hygienic, food safe, tamper-evident, virtually airtight, easy to use non-electric device, compatible in different environments, recyclable, HACCP, the list goes on and on.. Innoseal® – Read more about the key benefits of using Innoseal® for your packaging needs, here.
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