A reported 95 percent of North American companies think of their packaging at the last minute. They have a general assumption that the price difference between how their product is packaged, and how their competitor's is packaged, can't be that much. They also think no one really cares. However, there are those using their packaging as a competitive advantage, and not only are they building their sales, their margins and brand equity have soared.
Here are a few prime examples:
Everyone knows this brand because of their identifiable spouted stand up pouches, either for refills or the main package of their liquid soap. The products stand up and stand out on a store shelf.
For 100 years, we've seen baby food packaged in glass jars with metal caps. In comes Plum Organics to build their brand around a spouted stand up pouch that children and suck out of. Think Gerber hasn't noticed? Nonsense. Do yourself a favor and see who owns Plum Organics (hint... another stale brand trying desperately to stay relevant).
Here is a brand of household products determined to let their packaging speak for them. The brand is environmentally conscious and creates innovative products without harsh chemicals. They believe that consumers will really be drawn to and relate to their packaging made from molded paper and inner liners that big, bulky, rigid molded plastic tubs that use so much energy to create and ultimately dispose of.
What do all of these companies have in common? Because of their distinguishable and forward-thinking packaging, they are sold at higher price points and they make larger margins. Why can't you do the same with your products?