Packaging is the forgotten hero of food marketing - especially considering more than half of purchase decisions are made at the shelf, says Nielsen. We look at some of the products it chose as 2016's innovation breakthroughs.
Food marketers and new product developers may focus on TV advertising and related marketing materials to sell products. However, according to Nielsen’s own research, nearly 60% of decision-making happens at the shelf while 56% of Europeans cite “in-store discovery” as being one of their top information sources for new products, compared to just 45% for TV ads.
The market research company calls packaging 'a forgotten hero'.
“Despite being one of the least heralded aspects of marketing, package design is a driving factor behind many of the most successful product launches over the last two years," it said in the report.
We take a look at some of the products selected by senior vice president of Nielsen Innovation Practice, Ben Schubert, and director, Smruti Kulkarni, as the most innovative breakthroughs of 2016 - products that used on-pack branding, or even the very shape of the packet itself, to redefine categories and meet previously ignored needs.
The full report can be downloaded here .
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