Personalised packaging

According to new research by easyFairs, organisers of Packaging Innovation London 2014, women are four times as likely to be susceptible to personalised packaging.

43% of the 500 marketing and packaging professionals surveyed claimed that personalised or gender specific packaging is more likely to lead to a purchase with women than with men. The divide also exists between children, with 37% of marketers claiming that girls will be attracted to gender specific packaging, while only 10% or respondents claimed that the same was true of boys.

When questioned further on which sectors relied heavily on gender specific packaging, cosmetics/toiletries (86%) and fashion (67%) were on top, followed closely by toys (49%) and alcohol (37%).

Despite campaigns such as ‘Let Toys Be Toys’, a group which has been canvassing the UK’s largest retailers to remove gender labels on its packaging, 40% claimed stereotyped packaging is just responding to what boys and girls prefer and 29% believe that a company would lose sales if they adopted gender neutral packaging.

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