But well designed and functional packaging does much more—from communicating the product’s benefits and reinforcing brand identity, to giving a sense of personality, and encouraging customer loyalty and repeat orders, according to Illinois-based printed packaging firm Nosco Inc.
Given that many consumers buy supplements to replace a prescription or over-the-counter medication, validity and concise descriptions of uses and benefits tend to win out over flashy packaging.
“The industry is definitely trending more toward decorative packaging options, using more innovation and unique elements, such as metallics, high glosses and UV screens for more texture,” Heather Hill, marketing manager for Nosco, told NutraIngredients-USA. “But supplements are still very visually more about the product than the look of the packaging. But because the market continues to expand, manufacturers have no choice but to make the packaging stand out. The competition is only getting fiercer.”
Multi-panel labels make the most of limited real estate
Indeed, Brent Anderson, packaging advisor for Nosco, says that routinely one of the top concerns among supplement marketers is how to fit all the certifications, affiliations, test results and graphs that demonstrate the product’s legitimacy and reliability when they’re working with limited real estate.
“One of the more common questions that I hear, along with sustainability, is that manufacturers are continually feeling pressure—whether regulatory or marketing driven—that they need to include more product info on the package,” Anderson said. “One way we help them address that is through multi-panel labeling. If you think about the peel-back version on traditional labels, this allows up to 200% more copy space. You can also enclose an entire booklet within a label, which is both easy to use and functional. It allows marketing and regulatory to have the space they need without impacting bottle size.”
Hill added that multi-panel labels enable brands to differentiate themselves without the need for a larger footprint on the shelf. “Having a larger footprint on the shelf costs money, takes up space, and marketers can’t get as much inventory out as a result. So more brands are moving to multi-panel labels, where they can cite information, show graphs and certifications, and be more creative with their information without having to sacrifice visual appeal.”