10 October 2019, 11:13 AM
  • With tips and advice from leading packaging manufacturer, Saxon Packaging
How to achieve premiumisation with packaging this Christmas

During your preparations for the festive season, it’s important to note that consumers are becoming increasingly conscious of their environmental impact and are beginning to choose brands accordingly. There has been an increase in the number of new and existing brands, as well as other manufacturers who are searching for alternative sustainable packaging methods (such as corrugated cardboard) and USPs to distinguish themselves from their fellow competitors in what is already a heavily saturated market.

It is the packaging that encourages the consumer to lift a product off the shelf and read the description. Brands are beginning to recognise this by investing in high quality, premium packaging. Due to varying factors, the need for brands to stand out, appeal and communicate with their consumers is paramount, and premium packaging during the festive season is fast becoming the key marketing tool for drinks manufacturers to achieve this. Consequently, we have seen a large increase in demand at Saxon Packaging for premiumisation and the use of Litho Printed packaging.

Premiumisation is a term which came into use in the late 1990s and has enabled brands to increase engagement with their customers. It has also created opportunity amongst brands who historically were not labelled as luxury and those who are new to the industry. Milly Stilinovic states in her article for Forbes, ‘Premiumisation: The Most Affluent Retail Trend…’ that “premiumisation is ultimately to make luxury more exclusive or more affordable.” Various packaging and print processes have facilitated this trend and have evolved, offering a wide range of ways brands can ‘premiumise’ their products using luxury packaging methods.

When thinking about premiumisation over the Christmas period, start with good quality packaging material, which can then achieve a standout appearance by using a disruptive shape, eye-catching graphics, high quality print (such as litho), print finishes and film lamination. Don’t forget that, as well as seeking appealing packaged products, consumers are also looking for an emotional connection. The product itself can influence this, and quality graphics will draw the consumer in but the touch and feel of the packaging will resonate longer. With continued individuality, brands recognising and understanding their target audience is paramount, as luxury to some may not be luxury to others. It is important to focus on reflecting brand personality, encouraging engagement, forging and building on relationships with consumers during the build up to the festive season.

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