Efficient packaging influences 52% of APAC consumers’ beauty product choices, finds GlobalData

Majority of the modern consumers in the Asia-Pacific (APAC) region are opting for high-performance and hassle-free beauty and grooming products that best fit their busy lifestyles, according to GlobalData, a leading data and analytics company.

GlobalData’s Consumer Survey Q3 2019 reveals that 52% and 51% of consumers prefer ‘easy to close/reseal’ and ‘product preservation/protection’ packaging features, respectively, in their beauty and grooming products.

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Namrata Sain, Consumer Insights Analyst at GlobalData, says: “Effective Packaging is critical for building positive perceptions of a brand as well as winning over new consumers in the beauty sector.”

Competition is quite strong in the beauty sector with manufacturers trying to find innovative ways such as improvising functionality, creating unusual dispensing methods in fancy product shapes to establish a connection with the consumers.

Sain adds:  “The increasingly busy lifestyle of consumers is resulting in growing dependency on the usage away from home. Convenient, ready-to-use beauty products that require minimal attention, work well for consumers who like or have to be independent.”

This reflects in GlobalData’s survey in which 50% APAC consumers said they prefer ‘easy to open’ packaging feature in their beauty products.

Sain continues: “Clean labeling, being a hot trend, offers clear, concise information about the brand and product, including its health benefits, company values and packaging sustainability, contributing to the essential key points of being an effective packaged product.”

For instance, New Zealand-based company Ethique has launched products in bar shape, which can be dried, rewrapped and placed back in the sliding box for reuse, making it simple, logical and far greener than any recycled plastic container can be.

Sain concludes: “Efficient and effective packaging will not only enhance the appeal and improve convenience and functionality but also helps consumers take the guesswork out of coordinating products.”

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