Smart Packaging Makes a Difference for Dietary Supplements in a Booming Market, New White Paper Discusses

Photo © iStockphoto.com. Edited by Quinn Williams

A new white paper released by packaging company TricorBraun (Oak Brook, IL) explores the ways that nutraceutical manufacturers can maximize brand awareness through smarter packaging. Per the company, consumers are becoming increasingly concerned with higher healthcare costs and are focusing on preventative care. That awareness is also based on a desire for overall wellness and balance. In fact, it says, the global market, which was valued at $165.62 billion in 2014, is expected to reach $278.96 billion by 2021. With all this growth, however, nutraceutical companies will need to embrace new ways of attracting customers and standing out in an increasingly diverse, yet crowded, market.  While understanding the customer is an integral part of the packaging and marketing processes, TricorBraun also notes that it is as important for packagers to consider the potential pitfalls of shelf confusion and functionality of the packaging. The company cites a few examples using TricorBraun’s packaging, including Performix Iridium’s packaging, which is innovative in its “disruptive” square tab design and different from other, similar products on the shelf. Meanwhile, the Instant Knockout weight-loss product, it says, has benefitted by using a clear plastic bottle molded in the shape of a clenched fist to appeal to younger, athletic men.  Also, it says, packagers should always consider how items purchased online will look once they arrive in the mail, how the item will ship, and ease of use of the product. In addition, regulatory compliance should always be adhered to.  According to Becky Donner, senior vice president of design and engineering at TricorBraun: “For wins at shelf, nutraceutical brand owners can drive consumer loyalty through packaging functionality that meets consumer preferences and enhances the consumer experience. It’s all about developing the right packaging, the right way, at the right place, at the right cost and on time so you can stay focused on what’s inside the package and one step ahead of consumer needs.”  Also read: Natural Products Packaging: Cutting Through the Clutter