Packaging: Product appeal is about more than flavour alone
AURIKA packaging
Printing house and manufacturer of adhesive labels and flexible packaging.
Even though summer has come and gone, the production of ice cream and its packaging remains relevant all year round. What do consumers focus on when choosing ice cream? How does the packaging influence their choice? Which packaging solutions should an ice cream manufacturer choose to impress their consumer? In this article, we’ll discuss just that.
Consumer focus on the packaging design
ICECO Holding Ice Cream (ICECO Group of companies), which owns the AURUM, Etalon and POP brands, currently offers over 60 different types of ice cream: in wafer cones and cups, on a stick, in tubs, sandwiched between wafers and in cardboard buckets or cups with spoon. When monitoring sales, ice cream manufacturers see the impact of ice cream packaging on their consumer preferences. First and foremost, the packaging must not mislead the consumers and should provide all the information they need.
“If it’s a high-quality ice cream made from milk, the product must be clearly labelled ‘dairy ice cream’, or as ‘sorbet’ in the case of a fruit-based frozen dessert. In addition, buyers value the labelling and branding on the packaging. For this reason, ice cream packaging tends to be colourful and eye-catching, while allowing the customer to identify not only the desired flavour but also the manufacturer. Bright ice cream packaging also guarantees better product recognition in the freezer,” said Vytautas Kubolis , Head of Marketing at the ICECO Group.
He pointed out that Lithuanians prefer to enjoy ice cream outside their homes and during the summer, when it’s a popular refreshment. This again results in more colourful and vibrant packaging.
Updated packaging
According to V. Kubolis, for many years now, the most popular ice creams in Lithuania have been vanilla ice cream in wafer cups, cones or on a stick, but the manufacturers have noticed that customers choose their preference not only based on the flavour. Vanilla ice cream is available from just about every ice cream manufacturer, so a distinctive packaging can be a competitive advantage. This is particularly evident when a brand is updated. A great example is the relaunch of the AURUM RETRO ice cream line. A special, fairly rough, paper-like varnish was used to create the unique packaging that feels like paper.
?“We aimed to make it easier for consumers to identify the type of ice cream (in a wafer cup), as well as to improve the brand visibility and emphasise the product’s high quality. This change has led to growing sales of these ice cream,” explained the ICECO Group’s Head of Marketing.
However, updated packaging can also harm sales. Thus, manufacturers must always assess the potential risks, to determine whether the product will still be recognisable to their loyal customers and if it will appeal to new consumers.
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“Manufacturers tend to update the design of the ice cream packaging more often than the product composition. Ice cream is not a luxury item, so the aim is generally to ensure that the packaging has a minimal impact on the final price of the product, while being more visible and appealing to customers. At the same time, it must provide adequate protection for the product,” said Justas Ivanauskas from the packaging company #Aurika.
Production possibilities
Standard flexible ice cream packaging is single-layered, made from a single raw material and is highly recyclable. However, even the standard, glossy ice cream packaging can be given a distinctive touch without compromising on its recyclability.
“It’s possible to apply a matt varnish to part of the packaging design, to create elements with more depth and a greater contrast between the design elements. This is what makes the packaging stand out,” J. Ivanauskas revealed.
He noted that ice cream packaging is usually updated every 3-5 years; however, the manufacturers also introduce new flavours accompanied by new packaging every year. What is important to keep in mind, to ensure that the packaging will still be attractive a few years later, not just in terms of the design? It’s about sustainability.
As packaging manufacturers, we encourage our customers to contribute to the circular economy. For this reason, it’s a good idea to choose certified recycled or renewable raw materials for the packaging. One way of marking raw materials is with the ISCC certificate. The certificate may eventually end up on the packaging as well.
“Another thing manufacturers should consider is the innovative and much more sustainable Equinox colour management system. It helps maintain the required colour vibrancy and the highest print quality, while producing less ink waste. We have a 100% quality checking system in our printing equipment, to ensure that the customer’s product design is printed accurately and carefully,” J. Ivanauskas noted.
If you are interested in learning more about sustainable packaging solutions, Aurika will have an exhibit at the international packaging exhibition Scanpack in Gothenburg, Sweden, on 4-7 October. We invite you to be our guest with this free ticket https://bit.ly/3Bj1oa4. Simply enter our code pd34ju-22014 to access it. Meet us at Stand No. B02:70. We can’t wait to share more stories of packaging!