When given a choice between a product in a flexible package and one in a sealed thermoformed tray, consumers are more likely to buy the trayed product, according to a study by Package InSight, LLC. The study, commissioned by film converter Klöckner Pentaplast of America, Inc., was conducted at Clemson University’s CUshop, a research lab with customized shopping environments and eye-tracking technology.
In the study, sales of product in the trayed package were 44 percent higher. Although the subject product was sliced cheese, Christopher Findley, director of Marketing at Klöckner Pentaplast, believe the results would extend to lunch meat. Not only did consumers see the trayed package more quickly, but they also looked at it longer. A majority of study participants also rated the product in the thermoformed package to be of higher quality (75 percent), easier to open (65.5 percent) and more hygienic (56 percent). In addition, 42 percent noted they were troubled by glare from the flexible packaging. The popularity of tray packaging for meat, poultry and seafood products has prompted developments that maximize shelf impact and functionality and support sustainability and food-safety initiatives.