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The study, commissioned by MeadWestvaco Corp., analyzed a range of frozen packaged foods and showed that 75% of shoppers in the study pushed a damaged package aside in search of an undamaged one.

 

The study also revealed that shoppers’ trust in a product or brand declines steeply when the package is damaged.

 

• Up to 55% of shoppers discarded the brand, and 36% opted to purchase another brand.

 

• If a product’s slightly damaged package is the last one on the shelf, 45% of shoppers will leave the brand and 29% will purchase another brand.

 

• Perception of a product as a “brand you trust” dropped from 73% to 41% when packages were even slightly damaged.

 

• 25% of the most brand-loyal shoppers question the safety of the product when the package is damaged.

 

The study found that compromised compression strength of paperboard material, for example, could contribute to damaged packaging.

 

Packaging experts say companies should give packaging the same consideration in quality of materials, design, and construction as they do with the quality of their products.