It’s during times of recession that shoppers look to tighten their belts and consider spending money more carefully. A recent consumer research report from grocery analyst IGD concluded that more than half of shoppers (54%) go along with this theory. 5% predict they will be more frivolous and 39% say they won’t change at all.

So just how can brand owners reach out and touch the minds and hearts of consumers against a tide of low consumer confidence?

According to Research and Markets, effective packaging is the key to convincing consumers to put their hands in their pockets and go for quality. The report entitled “Paying More for Brands and Packaging in the 2009 Recession” outlines a number of important consumer attitudes towards packaging:

• Consumer brands that are consumer responsive, even if a little more expensive, are seen as rewarding to the consumer
• Packaging that is environmentally friendly and offers the three eco-R’s – Reusable, Refillable and Recyclable - make shoppers feel they are doing the right thing
• Higher income consumers placed most value on less packaging

“Shoppers expect to be more careful in making their choices than today”, says IGD chief-executive Joanne Denney-Finch. “Almost half expect to enjoy a better quality of food by 2012, with only 7% expecting it to be worse. So shoppers intend to keep changing their habits, and they expect the food and grocery industry to keep delivering better value.”

“Predictions don’t always come to pass and companies can redirect trends by responding to consumer needs, but shoppers are saying that the tide of change is only just underway. It’s a challenge for the food industry but also a big opportunity. The more value companies can add, the stronger the loyalty will be.”

Multi-page leaflet label innovators Denny Bros has many years of experience working with brand owners, manufacturers and agencies on promotional campaigns.

Denny Bros Sales & Marketing Director Stephen Jarrold added: “A strong message behind a campaign is vitally important but the way that message is presented is equally important. On-pack space for providing such messages is typically rather limited. Additional pages via Fix-a-Form multi-page labels provide almost unlimited space to include that all important message to attract the consumer to buy your products. Whether you are running a money-off promotion, want to add unique SMS codes for a prize draw or a cross-promotional message, Fix-a-Form leaflet labels can provide the answer.”

To find out how Fix-a-Form multi-page labels can benefit your brand call us on 01284 701381 or contact us. 

Stephen Moore, Fix-a-Form International, 16 June 2010