meadwestvaco corporation mwv, mwv.com, a global leader in packaging and packaging solutions, today launched packaging matters&trade, the company&rsquos third annual study of the impact of packaging on product satisfaction and consumer purchasing behavior. this year packaging matters examined the attitudes of consumers in five markets brazil, china, germany, france and the united states across 11 fmcg product categories food, beverage, personal care, etc., offering brand managers key insights on how to increase the impact of packaging for their business.packaging matters data show packaging continues to hold significant importance for global consumer satisfaction with a strong link to purchase intent and brand loyalty. while a majority say new packaging is headed in the right direction, there are significant current gaps between the importance of product packaging and how brands are meeting consumer needs. consumers are clear on how to close this gap with targeted innovations related to functionality and safety.&ldquothis year&rsquos study continued to emphasize the strong link between packaging satisfaction and consumer purchasing behavior. packaging plays a key role in brand perception, product trial and repeat purchase,&rdquo says pete durette, senior vice president, mwv. &ldquoconsumers in this year&rsquos study indicated that brands are moving in the right direction in terms of how packaging is evolving. that being said, consumers continue to want more from packaging, especially when it comes to function and safety. brands, and their packaging partners, have a critical opportunity to build on this positive momentum with continued innovations that will make a real impact on satisfaction and behavior.&rdquopackaging matters data show a strong correlation between packaging satisfaction and the consumer behaviors that brands want. consumers who are completely satisfied with packaging engage in soughtafter purchase behaviors more often. these consumers are more likely than their less satisfied peers to purchase and use products frequently 57 v. 47, shop frequently both instore and online 24 v. 17, and try something new because of packaging 44 v. 36.packaging is still important to global consumer satisfactionsimilar to last year&rsquos study, packaging matters data show 31 of global consumers consider packaging very or extremely important to their overall satisfaction with consumer products.who packaging is most important to key targets of major brands frequent shoppers, urban shoppers with high spending power and brand loyal shoppers. thirtyseven percent of consumers have tried a product because packaging caught their eye or purchased a product again because of packaging functionality. researchers found a significant increase in importance in the united states 18 up to 24 and a slight rise in china 38 up to 39.where in geographic distribution, packaging is most important to consumers in developing markets china and brazil, where trust in the supply chain is not as strong as in developed markets france, germany and the united states.in what product categories across the 11 categories surveyed, packaging has the greatest impact on purchase decision for refrigeratedfrozen food, beautypersonal carefragrance, and takeout foodbeverage. more than 1 in 3 consumers say packaging is very or extremely impactful to their purchase intent in these categories.online v. instore shopping when it comes to retail channels, packaging is considered more important to instore purchases 57 than online purchases 43, but that gap is closer than some might think. china was the only country in which a majority of consumers 65 say packaging is more important for online purchases. those who say packaging is very or extremely important to their satisfaction are also more likely to increase the frequency they shop online in the future.&ldquofor those of us in the industry who see the impact of packaging every day, we are pleased to confirm that consumers consider packaging important to their product satisfaction,&rdquo says tracy doherty, senior director, marketing and innovation, mwv. &ldquothe categories where consumers report packaging as having the biggest impact on their purchasing behavior, however, also have the lowest levels of satisfaction. the question is how can we close that gap we have a responsibility to leverage the data and figure out how brands can do even better.&rdquoconsumers optimistic about new packaging innovationspackaging matters data show 83 percent of global consumers are at least moderately satisfied with packaging, but just over 1 in 10 is completely satisfied, leaving an opportunity for brands. compared to last year, satisfaction increased 3 in the united states and dipped 2 in china, where safety has been a major concern. when it comes to their future outlook for packaging, consumers are optimistic. more than 77 believe brands are headed in the right direction when it comes to new trends in packaging.&ldquopackaging is one of the many tools available to a brand manager. our data confirms that it is also one of the most effective,&rdquo says durette. &ldquoconsumers who are completely satisfied with packaging are more likely to buy consumer products more often and have a favorable view of the brand. to stay ahead of the curve in this rapidly evolving and competitive global fmcg marketplace, brands have a real opportunity to differentiate their products and impact purchase behavior by increasing consumer satisfaction with packaging.&rdquo 
