Brand Value

Consumers Choose Flexible Packaging

Flexible packaging enhances brand value while delivering convenience and sustainability

This infographic highlights the brand value of flexible packaging and will help flexible packaging companies illustrate the value of flexible packaging to brand owners. To download a copy of the infographic, please click here.



FPA Brand Value Study
Driving Business Growth with Flexible Packaging

The FPA recently commissioned a Brand Value Study to better quantify the impact our members’ packaging technologies have for brand owners. This FPA Brand Value Study integrates primary research with 2,120 consumers, 304 brand owners, and FPA members, plus the input of secondary research and case studies on packaging innovations.

Key insights include:

  • Packaging has a positive documented impact on brand value.
  • Consumers are willing to pay more for certain product attributes enhanced by flexible packaging.
  • Flexible packaging fits the expectations of tomorrow’s consumers.

To help you communicate the study's findings, the FPA has developed the Fresh. Functional. Flexible. EBook, a summary highlighting key take-aways from the study.

The FPA Brand Value Study includes insights from 304 brand owners surveyed online in August 2015 by Packaging World magazine, input from 2,100 consumers surveyed online in September 2015 by Harris Poll, and commentary from FPA members interviewed by Gibbs‐rbb in 2015.

Consumers are willing to spend more

In the Harris Poll survey, approximately 60% of consumer respondents said they would be willing to pay more for tangible, functional packaging benefits such as:

  • "Ability to reseal"
  • "Ability to extend product life"
  • "Easy to store"
  • "Easy to open"

The average price premium consumers said they were willing to pay was as high as 14% for the top attribute, ability to reseal. Discover more ways flexible packaging can impact the bottom line with the Brand Value Study Ebook.

Packaging influences your brand

80% of brand owners in the 2015 Packaging World survey commissioned by FPA agree packaging attributes have an influence on their brand’s value. When assessing flexible packaging, brand owners felt the top attributes are:

  • "Enhance brand image"
  • "Protect the product"
  • "Differentiate the product on the shelf"
  • "Fit consumers lifestyles"

In the survey conducted by Harris Poll, 81% of consumers said they “always,” “often” or “sometimes” notice when a product appears in new or different packaging. In the same survey, 39% of consumers said they “always,” “often” or “sometimes” buy a product specifically because of new or different packaging.

Learn more about how flexible packaging enhances brand value in the EBook.

Consumers are looking for convenience

The FPA survey conducted by Harris Poll explored which packaging attributes are considered most important to consumers. Younger consumers ages 18-34 tended to place greater importance on almost every attribute measured, suggesting more demanding customers in the future.

The same survey found that over 60% of consumer respondents said the top packaging attributes defined as "very important," "extremely important," or "absolutely essential" were:

  • “Easy to store”
  • “Ability to reseal”
  • “Easy to open”

Check out the Brand Value Study EBook for more insights into the consumer of the future.

Click here to download the Final Report of the Flexible Packaging Association Brand Value Study  (members only)


185 Admiral Cochrane Drive, Suite 105, Annapolis MD 21401

P: 410.694.0800 E: fpa@flexpack.org

©2016 Flexible Packaging Association. All Rights Reserved.

Disclaimer | Privacy Policy | Site Map | Press Room | Contact Us