Desjardin Blog - EN

Studying the emotions and dynamics of the buyer journey can help marketers better understand packaging for chocolates, biscuits and confectionery.The various stages in which these emotions are strongest involve opening the package, cooking the food, eating it and rebuying the package. Here are ways to adapt packaging based on how people react to these stages.

When the purchase of chocolate candies and other grocery items is not part of a regular shopping list, it tends to be a spontaneous act. So marketers of such food need to understand the mechanisms that lead to impulsive purchasing.A study reported by Jesper Clement of Copenhagen Business School in Denmark shows that purchasing can be affected by five in-store stages. Here are the findings and conclusions of this eye-track experiment on consumer purchasing behaviour.

Packaging of food for children has increasingly become a marketing vehicle since it is commonly displayed at point of sale locations.

Food packaging serves multiple purposes, allowing it to be transported long distances safely and stored for long periods of time. It is important for manufacturers to balance between safety issues and other factors such as costs and keeping an eco-friendly perspective. Many consumers are paying closer attention to environmental issues that are involved with packaging technology. 

Two of the most favored materials for the packaging of chocolates, biscuits and confectionery are aluminum and tinplate. These materials are efficient and safe forms of packaging that meet international safety standards.

The three roles of packaging are communication, functionality and environment, as defined by Jesper Clement.

Food names and environmental sounds may play a role in people's perception about chocolate, biscuits and confectionery. Hearing auditory cues while viewing food names can influence people's impressions of food tastes, according to researchers. Just like songs, which tap into emotions that affect other senses, the combination of words and sounds can paint pictures in the mind. Here's a look at evidence that suggests a relationship between food names, sounds and taste.

Consumers make purchases on chocolate, biscuits and confectionery based on multiple factors beyond how the food tastes. Since it's not always possible to sample these treats before purchasing, artistic visual presentation of the packaging plays a significant role in luring people to purchase the food. Factors influencing taste testing results include density and price expectation. Here are reasons why package designers should pay close attention to the effects stimulated by visuals and other sensory considerations.

Satisfying one's appetite is one of the primary goals of the industry that makes chocolate, biscuits and confectionary. In order to meet that challenge, marketers must explore parameters beyond the food itself that appeal to multisensory perceptions. An important element of how people judge food that is often overlooked is weight of the product and the container. Here's a deeper look at how product or container weight can influence people's perceptions and purchasing decisions about food.