Smurfit Westrock, a leader in corrugated packaging, is emphasizing ‘premiumisation’ as a valuable strategy for food and drink brands. This approach can significantly enhance customer experience by increasing the perceived value and attractiveness of products through high-quality packaging.
By utilizing a variety of striking finishes, businesses can transform standard paper-based tubes into premium packaging that captures attention. The company is particularly promoting embossed tubes, which add a luxurious tactile texture that stands out on the shelf.
Furthermore, foil stamping introduces an additional layer of elegance, elevating the product’s perceived value while also drawing consumers’ attention. This level of detail not only enhances the aesthetic appeal but also aligns with current food and drink consumer trends.
Smurfit Westrock also highlights the versatility of paper-based tube packaging, which can be customized to accommodate various sizes and flexible quantities. This customization offers a dynamic solution for creating unique and visually striking packaging that resonates with sustainability-focused consumers.
Research indicates that 46% of consumers prioritize sustainability in drink packaging (Mintel). Moreover, sustainability has emerged as a key driver of corporate reputation, accounting for 45% of positive perceptions about a company (Kantar). Round tube packaging is an eco-friendly option that adds both value and visual appeal, helping brands to distinguish themselves in stores and online.
“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,” the company stated.
Moreover, “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.”
