Food and drink looking good
FMCG brands, and food and drink items in particular, dominate as the most recognisable products on British shelves, according to a new study.
Commissioned by Easyfairs, organiser of Packing Innovations and Luxury Packaging London, the research looked at the influence of packaging and branding on everyday shoppers.
Food and drink brands made up seven of the top ten most identifiable products, while the top six were all from this category.
The iconic Coca-Cola bottle topped the list, with one in six saying it is the most identifiable in terms of packaging, and is just as recognisable without its logo or the product itself.
Other food and drink brands to make the top ten include the Toblerone triangle (2nd), Marmite jar (3rd), Pringles tube (4th), KFC bucket (5th), Heinz Ketchup bottle (6th) and Walkers Crisps packet (9th).
The Fairy Liquid bottle, Apple’s iPhone box and Amazon boxes made up the remainder of the top ten, while beauty brands, such as the Tiffany box and Chanel No.5 bottle, narrowly missed out.
It’s great to see food and drink brands making such effective use of packaging in order to make themselves so visible to consumers. Good work.
