A significant amount of time is committed to developing products, but let’s not forget about their packaging! Think about all the consumers out there who take the time to film their unboxing ceremony. There are many factors that contribute to product packaging, including its materials, design, messaging, and feature highlights. These are just a few considerations for product managers.

Another important dimension to take into account is consumer feedback from online reviews. No matter the product category, consumers never fail to comment on the packaging.

This blog post will explore some of the ways online review analytics can help product innovators create packaging that wows!

Packaging Trends in Different Verticals

We’re going to look at some of the packaging trends in three different verticals over a 12-month period. As you go through the feedback, think about what your own consumers are saying about your product packaging.

Cosmetics

To start, let’s delve into the topic of cosmetics packaging, which has seen a 7% increase in consumer demand. Consumers who praise the product packaging use adjectives like ‘impeccable,’ ‘beautiful,’ and ‘sleek.’ They prefer packaging that is not only high-quality and luxurious but also convenient and travel-friendly. On the other hand, those who complain mention product leaks, breakage, and even broken seals. They also point out that the packaging quality does not match the product’s price point or overall quality. This highlights the importance of both aesthetics and functionality.

Food and Beverage

Now we will dive into packaging in the gravy and wet sauce category. The packaging topic has seen a 24% increase in the share of discussion. As you can see from the chart below, the feedback has been negative overall. Consumers who are ranting are talking about the endurance of packaging during shipping. For instance, multiple cans arrived dented and covered in brown spots or broken bottles and spilled contents due to subpar packaging. Consumers who commented positively about packaging received the product in perfect condition and undamaged. Other points that were important to consumers were the prevention of leaks while in transit, as well as convenience when it was useful for storage.

CPG: Scented Candles

Finally, let’s have a look at some of the trends for scented candles. The topic has seen a 2% increase this year. Similar to the cosmetics category, consumers value packaging that is both aesthetically pleasing and functional. Attractive packaging makes it a great gift option, and trendy packaging adds to the overall appeal of the product. That said, consumers value packaging that ensures the candles arrive undamaged. Negative packaging reviews are related to receiving broken merchandise and damaged boxes or labels. Some customers even received melted candles, which is reflected in the chart below in the yellow and orange bars.

The above examples highlight different aspects of packaging that consumers discuss. No matter the vertical, packaging quality to prevent leaks and breakage is a recurring theme. Consumers want to ensure their shipment arrives in pristine condition. Beautiful and trendy packaging lends itself to gifting and is highly appreciated by consumers.

Use Case

The following is a real use case of how Revuze’s generative AI-powered insights supported a leading CPG client:

This consumer brand used generative AI-powered online review analytics by Revuze to support internal packaging projects, leveraging the voice of verified buyers:

• This CPG company has a product with a built-in dispenser and is now making improvements to that facet of their packaging.
• They are adding a QR code to prevent consumer confusion with other products.
• There was certain messaging on the package that the brand wanted to remove. In the end, they decided to leave it on the packaging and reduce its prominence so consumers wouldn’t think that a change was made to the product.

Conclusion

If you are a product innovator in one of the above-mentioned verticals or a different one, Revuze’s generative AI-powered online review analytics can significantly help you focus on the positive and negative feedback that consumers provide about your product packaging. This is an opportunity for you to delve into the feedback and identify areas where you are excelling and where there is room for improvement. Such insights can ultimately boost consumer sentiment and, depending on your vertical, even drive 5-star ratings. To learn more about how Revuze’s online review analytics can assist you in improving your product packaging, click here.

Florence Broder