Consumer Insights: Packaging

Study of Sustainability, Forms & Sizes in multicultural hair care and vs. mainstream brands.

The Impact of Packaging On Purchasing 

Packaging plays a role in consumer purchase decisions. Packaging type or form is most likely to impact purchase decisions, with some consumers having definitive preferences for certain formats over others. 

Packaging Preference

Consumers care about how easy it is to get the package open and dispense the product in appropriate volume. Color is something consumers are aware sometimes differentiates MCHC haircare products from GMHC. Size choice is often also opportunistic; taking advantage of sales or promotions.

Sustainability 

Consumers are becoming more aware of the environmental impact of plastics in packaging and many are open to alternatives. . While environmental considerations are a driver, consumers more commonly indicated that they would consider using an alternative for an anticipated cost saving.