OAK BROOK, Ill. — It's all in the packaging. According to research published Monday by TricorBraun, shoppers of vitamins and dietary supplements are in search of ease-of-use packaging characteristics when shopping the VMS aisle, specifically the ease and security of the dispensing close, dosing flexibility and intuitiveness.
TricorBraun's research found that consumers look for dispensing closures with smaller orifices for controlled dosing, wide orifices for larger pills and gummies, audible clicks to indicate a secure closing and large thumb recesses for easy, one-handed open and close.
"Marketers are looking to packaging to help deliver innovation and ensure brand loyalty so finding the right packaging solution is imperative to success," stated Becky Donner, SVP design and engineering at TricorBraun. "Consumer behaviors and lifestyles vary by demographic cohort; many consumers are looking for the fountain of youth, but product format and packaging preferences vary by demographic," she said. "We want to better understand these preferences so we can advise our customers on existing stock solutions, and help them develop custom solutions when stock offerings simply will not do the trick."
"Marketers are looking to packaging to help deliver innovation and ensure brand loyalty so finding the right packaging solution is imperative to success.”TricorBraun conducted in-depth, qualitative focus groups with men and women 25 to 70 years old who take vitamins or supplements on a weekly basis, purchased a portable over-the-counter pain or allergy relief product in the past six months and who have traveled away from home for a minimum of one night as least four times during the past year.
Participants were asked open-ended questions regarding their purchase motivators and product likes/dislikes regarding vitamins and dietary supplements and packaging formats. They were also asked to rate closures based on visual appeal, ease of opening/closing, ease of dispensing and their secure closing impressions.
"By interviewing consumers and understanding their dispensing closure preferences we can further understand the value of this packaging component," Donner said. "As we develop new and innovative dispensing closures for this important and growing product category, understanding consumer lifestyle needs and preferences allows us to design and develop in a way that not only meets aesthetic and functional requirements, but also takes operational goals and limitations into account."