Paper-based tube packaging: How to create on-shelf disruption

With countless brands competing for attention, standing out on shelves and screens can be the deciding factor between your business thriving or fading into the background. You’ve gone above and beyond to put everything into your products, so perhaps you’re looking for new ways to make a statement.

With nearly half of UK shoppers considering packaging as an essential part of the unboxing experience (Internet Retailing), packaging now lies front and centre of your customers’ interactions with your brand. See how important the unboxing experience is to customers in our latest street interview.

Even the most beautiful backstories and perfect product descriptions can go unnoticed without attractive packaging to draw customers in. The key to making a bold impression, both in-store and online - especially in the competitive premium drinks industry - is cardboard tube packaging.

In this blog post, we’ll explore how paper-based tube packaging can elevate your brand’s presence, capturing attention on shelves and creating a memorable impact online.

Cardboard tube packaging that demands attention on every shelf

We’ve all heard that ‘it’s what’s on the inside that counts’, but that’s certainly not the case when it comes to disruption in the market and standing out as a brand. With the rise of premiumisation, packaging has become just as important. In fact, 31% of adults who buy alcohol are prompted to purchase due to a visual ‘wow factor’ - without the right packaging, these products are unlikely to get a second look.

Consumers are influenced by the look of a product on shop shelves and on screens, but they’re not the only people to think about when you’re navigating paper-based tube packaging. Competition for shelf space is at an all-time high, and the retail industry is becoming more competitive.

Your drinks products need to stand out from other brands to give you a shot at being chosen by buyers. Whether it’s a new high street store or an online marketplace looking to broaden its range, your products must be distinctive enough to be selected to take up valuable shelf space by retailers.

Premium tube packaging that captivates consumers and boosts sales

Disruptive packaging helps your brand capture the attention of consumers, encouraging them to choose your product over others. Achieving this is important, as it directly influences buying decisions and drives sales.

Solutions like cylinder cardboard packaging play a big part in this by offering unique, visually appealing, and tactile experiences such as embossing, foiling, inside print and interactive elements that add allure, grab your customers' attention, and offer an unrivalled unboxing experience. It premiumises your drinks products, offering quality and luxury, and helps your brand stand out as something special, and worth your customers' time and attention.

This is important for helping to influence buying decisions either for themselves, or when gifting for someone else.

Paper tube packaging’s ability to cause disruption both on shelves and screens not only boosts your product visibility but also reinforces your brand identity as premium, luxurious and high quality. Consumers expect seamless omnichannel experiences with brands, with omnichannel consumers spending 4% more in-store and 10% more online than single-channel consumers (Intive), so ensuring your brand consistently looks good on shelves and screens is essential for continued success.

Sustainable solutions for savvy shoppers

Sustainability is now a top demand for eco-conscious shoppers, driving significant on-shelf and online disruption. Brands embracing planet-friendly packaging capture the attention of environmentally conscious consumers, setting themselves apart from competitors using less eco-friendly options.

This shift not only boosts product visibility but also enhances your brand's reputation for being environmentally responsible and helps you meet your business' environmental goals.

Sustainability has been identified as the most important driver of corporate reputation, making up 45% of people’s positive perceptions of a company (Kantar). And, as sustainable packaging is one of the practices consumers value the most (Deloitte), paper-based tube packaging is 100% recyclable and biodegradable, making it an increasingly popular choice. See what consumers had to say about paper-based tubes and sustainability in our street interview.

With round tube packaging being a truly sustainable and premium option, drinks brands are increasingly using them to make a statement on shelves and screens.

To find out how to give your drinks products a disruptive, sustainable, and attention-grabbing boost, get in touch with our experts today.