Women respond better to personalised packaging
According to new research by easyFairs, organisers of Packaging Innovation London 2014, women are four times as likely to be susceptible to personalised packaging.
43% of the 500 marketing and packaging professionals surveyed claimed that personalised or gender specific packaging is more likely to lead to a purchase with women than with men. The divide also exists between children, with 37% of marketers claiming that girls will be attracted to gender specific packaging, while only 10% or respondents claimed that the same was true of boys.
When questioned further on which sectors relied heavily on gender specific packaging, cosmetics/toiletries (86%) and fashion (67%) were on top, followed closely by toys (49%) and alcohol (37%).
Despite campaigns such as ‘Let Toys Be Toys’, a group which has been canvassing the UK’s largest retailers to remove gender labels on its packaging, 40% claimed stereotyped packaging is just responding to what boys and girls prefer and 29% believe that a company would lose sales if they adopted gender neutral packaging.
