Survey finds women more likely than men to fall for packaging gimmicks

23 June 2013 (Last Updated June 23rd, 2013 18:30)

Belgian-based EasyFairs has found that packaging professionals believe women are more susceptible to packaging gimmicks and on-pack promotions.

Belgian-based EasyFairs has found that packaging professionals believe women are more susceptible to packaging gimmicks and on-pack promotions.

The company surveyed more than 500 marketing and packaging professionals, responsible for the packaging used by many well known global brands and businesses.

According to 77% of the packaging professionals surveyed, women are more susceptible than men in being influenced by new packaging concepts and on-pack promotions.

The research identified women aged between 20 and 30 as the most easily targeted group, with 29% of the professionals selecting them as most likely to be drawn-in by a packaging gimmick. By comparison, only 16% of professionals nominated men in this age range.

"Most brand managers will work hard to ensure their packaging catches the eye of any shopper who is in their target market, irrespective of their age or gender."

The marketers and packaging decision-makers surveyed believe that the gender divide is more prominent among teenagers. Girls aged 13 to 19 were identified by 27% of the marketers as the group most likely to be attracted to novel packaging, compared with just 9% for teenage boys.

EasyFairs event director Alison Church said that many brands try to catch the attention of the female purchaser, as they are often the key decision maker in a household.

"Most brand managers will work hard to ensure their packaging catches the eye of any shopper who is in their target market, irrespective of their age or gender," she said.

Older consumers of both genders are believed to be less drawn-in by novelty packaging.

EasyFairs are the organisers of Packaging Innovations London 2013, which is set to take place at the Business Design Centre on 1 and 2 October.