Why consumers demand luxury: The premium appeal of paper tube packaging

 

Nearly half of UK shoppers think packaging is an important part of the unboxing experience (Internet Retailing). That’s why premiumisation is a powerful tool for both established and budding drinks brands.

Premiumisation allows your business to improve your customers’ experience by enhancing the perceived value and appeal of your products through high-quality packaging. If you continually look for ways to improve your brand image and customers’ experiences using packaging, paper tubes are the ideal way to catch their eye and keep them coming back for more.

Elevate, emboss, and enthral

A range of striking finishes can elevate paper-based tubes, transforming them into premium packaging that truly stands out. Imagine embossing the tube to create a luxurious, tactile texture that instantly makes your packaging feel more substantial and exclusive.

Foil stamping adds an extra layer of luxury, boosting the product’s perceived value while catching customers’ eyes. Every intricate detail on the tube showcases superior craftsmanship, appealing to customers who appreciate fine attention to detail.

 

For an unexpected surprise, the option of inside printing can also add a unique touch, further helping your product to shine. These finishes do more than just enhance appearance - they also play with light and create visual interest, ensuring your packaging stands out on crowded supermarket shelves and screens.

With custom tube packaging, you can create the illusion of a completely new or exclusive product, even if the contents remain the same.

This elevates the premium feel of your drinks, transforming the packaging from a simple container into a memorable consumer experience. By doing so, you encourage brand loyalty and give customers a compelling reason to keep coming back to buy from your business.

Ultimate flexibility to drive demand

Paper-based tube packaging can be customised to fit various sizes and flexible quantities, making it ideal for limited edition and seasonal packs.

It offers a versatile way to create unique and eye-catching packaging for your products, helping them to stand out against the competition. This flexibility also allows you to produce smaller quantities for exclusive releases, adding a sense of rarity and driving consumer demand.

 

Using paper-based tube packaging can enhance the appeal of products and create a premium unboxing experience that customers are sure to love.

Give the gift of optimum value

Premiumisation doesn’t just boost sales by encouraging customers to pick your product over another but also means customers are often willing to pay more. Premium packaging also boosts your brand’s reputation, as customers view your brand as one providing consistent quality and value.

Premiumisation is especially effective when gift-giving. 52% of adults in the UK have bought alcoholic drinks as a gift for someone (Mintel), and high-quality packaging can make the gift feel more luxurious, thoughtful, and special to unbox. Plus, with 31% of adults who buy alcohol prompted to do so because of the visual ‘wow factor’ (Mintel), the premiumisation of custom tube packaging can help your product pip the competition to post in retail environments.

 

The appeal to gift-givers opens up a whole new market of potential new customers in the form of gift recipients, who are likely to buy from your brand again due to a memorable experience. This boosts loyalty and drives sales even further.

Align with changing attitudes

One of the main advantages of paper-based tube packaging is that it’s 100% recyclable, making it a sustainable choice for your business. Paper-based tubes can be easily recycled in domestic waste streams, helping you prepare for the future and inch closer towards your environmental goals.

With 75% of consumers more likely to purchase brands offering sustainable products (Deloitte), cardboard tubes are an effective way of helping products stand out while aligning with consumers’ eco-conscious attitudes and helping your business meet its green goals.

 

Research shows that 46% of consumers think sustainability is important in drinks packaging (Mintel), and sustainability has been identified as the most important driver of corporate reputation, contributing 45% to people’s positive perceptions of a company (Kantar). Round tube packaging is a sustainable way to add value and visual appeal to your products, helping you stand out, both in-store and online.

See what consumers had to say about cardboard tube packaging in our street interview.

Make a splash

With so many drinks on the market, it’s all about tapping into new opportunities if you want products to stand out. This is why premium round-tube packaging is quickly becoming the ‘go-to’ for brands in the drinks industry.

Effective premiumisation doesn't require a complete overhaul of your brand or a change in product quality. It’s about using high-quality cardboard tube packaging to boost customer engagement and provide an unbeatable unboxing experience to keep your customers choosing your tipple time and time again.

By using paper tube drink packaging, you can elevate your product’s appeal and create a lasting impression, whilst also embracing a greener future as a business.

Get in touch with our experts to find out more today.