Ceepackaging

Analysis

Zippers could make the difference for private label

This trend is expected to accelerate and deepen as emerging ‘recessionary mindsets’ alter the spending habits of cash-strapped consumers . Indeed, the current economic downturn brings with it new, unprecedented opportunities for private label growth. This proves that point-of-sale differentiation, product freshness and sustainable credibility can be collated across a range of food lines whilst, crucially, retaining price advantage over branded rivals.

Sealing the deal with zipper technology

When placed side-by-side with established, widely advertised names, it is essential for store brands to establish a strong identity with consumers. Brands still maintain one vital advantage over private labels: their highly focused marketing strategies . Own brand food producers must address this issue if they are to continue this progress and fully win the confidence of shoppers.

For example, consumers instantly recognize the practicality of resealable technology on the product packaging, such as press-to-close and slidergrip functions, that are intuitive and tamper evident. Perception Research Services has recently concluded that consumers clearly equate product quality to package quality – such zippers are essentially visual shorthand for freshness and convenience. In many ways, resealable packaging acts as a kind of subtle marketing technique, highly effective amongst customers susceptible to “advertising fatigue” with regard to high-profile brands. Zippers can be easily-integrated into eye-catching package designs – vital in supermarkets, where consumers are drawn into making quick purchasing decisions. This capability enables private label managers to build their own strong brands, not only to keep up with national-brands but also to pave the way for a unique identity.

Zipper features ensure product freshness and safety by reducing oxidization, maintaining original flavors and extending fridge-life. Zippers also help to reduce food waste, and boast an environmentally-friendly product-to-package ratio. Thus, the strong impression created is carried on throughout product life, as resealable packaging removes any need to transfer food to an unlabelled container.

It is all the more remarkable that such benefits can be derived from comparatively minimal financial investment. There are various steps open for private label manufacturers wishing to take advantage of zipper technology – retrofit options being a good example of Zip-Pak‘s commitment to providing easily-implemented, economical packaging solutions.

Notwithstanding the notable leaps already made by private labels, we are entering a pivotal time in the long-term success of private brands.