Attract and engage consumers through high-quality Ready-to-Drink packaging
It’s hard to miss the growth of the ready-to-drink (RTD) sector, with new products flooding shelves and screens every week. 37% of adults enjoyed RTD alcoholic drinks in 2022, highlighting the increasing popularity of on-the-go consumption (Simpsons Beverages).
Of consumers who have cut back on spending in restaurants and cafés, 46% have sought out more premium treats at home (FMCG Guru’s), and it’s no surprise that RTD products fit the bill.
Instead of having to venture far and wide looking for the perfect beverage, customers are keen to enjoy the same product in the comfort of their homes. Not only that, but drinks also offer the ultimate value and quality for consumers by ticking all the benefits boxes – value is going beyond price for consumers.
It turns out that 44% of consumers agree that ‘health properties’ or ‘enhancing benefits’ of a product are important when buying food and drink, and, despite the cost-of-living crisis, 17% of consumers are willing to pay more for products offering specific health, diet or added functional benefits (Food Manufacture).
RTD products are found in a host of markets, including coffee, cocktails, wellness and nutrition. However, with 75% of consumers likely to purchase from brands that offer green or sustainable products (Deloitte), RTD packaging needs to reflect this consumer expectation for planet-friendly shopping.
In this blog post, we home in on this growing trend and explore how to attract convenience-seeking consumers by turning your RTD packaging into something truly delicious.
Importance of RTD packaging design
There are many RTD products available, from premium coffees to quirky cocktails, and packaging plays a big part in attracting customers, with the majority of customers happy to pay more for products with quality packaging (Internet Retailing). This shows that packaging is highly valued by shoppers and that they pay attention to it. If a product lacks high-quality packaging customers’ attention may be drawn elsewhere.
But what is considered high-quality packaging? For us, it’s characterised by being durable and capable of protecting a product from damage during transit while also having eye-catching designs and premium finishes. It needs to be functional, easy to use and enhance the overall customer experience with a brand.
What’s more, high-quality packaging can influence consumer perception, purchasing decisions, and even customer loyalty. According to a recent survey, 52% of eCommerce shoppers are more likely to repeat purchases if they receive their order in bespoke packaging (Internet Retailing), suggesting the importance of custom RTD packaging tailored to your brand.
"We’re really pleased with the boxes that Smurfit Kappa created for our cocktails. The team managed to design a box that’s functional, durable, and perfect for the unique products that we offer."
From Paul Mayes, Edmunds Cocktails
Split second decisions
As with any product packaging, it’s important to get RTD packaging right, considering it takes only 3 to 5 seconds for a consumer to notice a product on-shelf and decide to purchase it (LinkedIn).
Packaging acts as the first physical point of contact between your brand and the consumer, and you want to make that all-important first impression count. The initial impression on consumers will be pivotal in influencing their purchasing decisions. However tasty the product, drinks manufacturers need to grab consumer attention and convince them to try it in the first place.
Packaging catches the eye of consumers on shelves and online, engaging them with visual appeal. Using colours, shapes, and unique design elements, drinks packaging encourages consumers to find and choose a beverage from the sea of competition.
Take a look at the packaging design created for Horseshoe Gin, featuring a unique diamond-shaped cut out to showcase their product.
"You’ve managed to capture everything we were looking for from our new packaging, and we think it really reflects who we are as a brand. The real test is always in how customers and retailers receive a product, and we’ve had really positive feedback from both!"
Sam Dorman, Horseshoe Gin
The devil’s in the details
Packaging plays a key role in providing essential information about the product to shoppers, such as ingredients and nutritional facts, helping consumers decide if it’s the right product for them.
With 31% of consumers now interested in purchasing premium soft drinks with additional functional benefits (The Grocer) and 56% of consumers opting for functional beverages to treat or prevent specific conditions (Well to Do), it’s important to showcase these stand-out product benefits and functionalities on RTD packaging.
Packaging is also vital to communicate a brand's identity, values and what the brand truly stand for – a brands purpose. It can convey a brand’s core values around the environment, quality, health and innovation.
When packaging is done well, it can capture consumers’ attention and align with their values, leaving a lasting impression and emotional connection. This drives repeat purchases and brand loyalty and encourages consumers to share their experiences in online and real-life social circles. This is significant as 87% of people now use social platforms when making a shopping decision, with 55% of smartphone shoppers purchasing a product after seeing it on social media (Modern Retail).
Thirsty for more?
When attracting and retaining customers, there is no denying the importance of high-quality RTD packaging. By investing in thoughtful and creative packaging, brands can stand out in a fast-growing competitive market. At Smurfit Kappa we’re here to partner with you to make sure your packaging gets the attention it deserves.
Get in touch to supercharge your RTD packaging today!