Natural Products

Natural Product Packaging 101

Natural Product Packaging 101

Do you know that old saying, “never judge a book by its cover”? The same can’t be said for natural product packaging. Natural product packaging is sometimes more important than the product itself. Businesses want the attention of their customers and in order to get that, their products need to stand out.

The amount of food, beverage, cosmetics, and natural wellness products is rapidly expanding, and companies need to be intentionally innovative in their branding and packaging strategies to compete in the digital landscape. With so much sensory information appearing in front of us daily, companies must improve the visual branding of their products to please and sell to their audiences.

How do you get started?

Align your package with your brand

Packaging is an expression of the brand that you are selling. From color to shape to writing tone, your product’s package can influence a purchase in just a few seconds. Knowing who your target market is will keep you on track and help guide your branding strategy and message. There will be a disconnect if your brand fails to visually speak to your target audience when they are browsing the shelves or surfing the web.

Consumers want to know what is in their products and how it may affect them. It’s vital that natural products show their ingredients instantly. Clean labels are trending, and folding cartons provide an attractive billboard for important communication like “all-natural ingredients” and for listing health benefits.

Now is your chance to provide opportunities for customer engagement by including items such as QR codes, hang tags, and expanded labels. However, remember not to overload your consumers. Only highlight key messages and certifications on your packages.

Finally, connect with your customers by leading with passion. Tell your customers why they should become part of your loyal consumer community. Make your brand investment worthy to your customer audience by speaking their language.

Prepare your natural products for eCommerce

It’s nearly impossible to discuss branding and packaging without considering all of the sales channels available today. Companies cannot ignore online sales. As we mentioned in our previous blog, eCommerce is switching up product packaging drastically, creating unique challenges as well as opportunities.

Consumers who purchase natural products in-store and online tend to spread their buying across multiple locations. They like what they like and have specific shops and websites they purchase specific products from. Consumers who shop online want their products fast and damage-free.

You don’t have to necessarily change your packaging to fit individual channels, but you should try to evolve. All of your brand packaging designs should include eCommerce iterations. Consumers shopping for natural products online have a different sensory experience compared to shopping in-store. In general, your designs and product imagery should be engaging online and especially when viewed on a small thumbnail scale because that is the first thing your customer notices.

Consumers can’t touch the products so shimmer, soft touch, and unique structures won’t convey well through images. Senses are limited, but heightening the visual component helps your product stand out. Create beautiful packaging with unique structure and creative embellishments, but remember to keep in mind what can be viewed online when creating your visual assets.

You have complete control over how your products are represented. Don’t be afraid to try out new ways to display your product.

It’s not enough to just have a good natural product. Your product packaging needs to stand out.

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Don’t forget the environment

Healthy, natural products—food, beverage, or otherwise—go hand in hand with sustainability. Consumers want to know that the brands they invest in are investing in the environment by partaking in renewable practices. What better way to do that than paperboard packaging?

Paperboard packaging is hotter than ever. Quality products need quality packaging that complements the brand and fits supply chain needs. Most companies want their designs produced and delivered to retail shelves as quickly as possible with minimal waste. Paperboard packaging is cost-saving. It can be folded flat for shipping and it takes up less shelving space.

Paperboard packaging is strong enough to protect breakables and preserve perishable items. Folding cartons create easy-to-open and reusable packaging for natural products like frozen foods, dry foods, and nutrition supplements. Not only that but paperboard packaging creates a smaller carbon footprint than plastic packaging.

At GREIF we don’t just ensure your products stand out on the retail shelf or online, we work hard to make sure your customers are engaged. We find the best solutions to meet your natural product needs.

We can bring your natural products to life on the shelf and online through any of our packaging solutions such as folding cartons, set-up boxes, or packaging designs. If you aren’t sure where to start, talk with our experts to determine how we can help your natural product packaging evolve.


Related articles:

Can your packaging survive the new eCommerce distribution chain?

3 keys to keeping it fresh in the food packaging industry

Posted by Theresa Attalla in Natural Products