Food For Thought: Packaging and Consumer Trust

February 02, 2016

Trust is a big deal. When it comes to food, it may be the biggest deal. Like, a monstrously, huge deal. Anything that goes into your body better be extra safe. Establishing trust in food is complicated, and packaging plays a significant role.

Adweek, a leading advertising industry publication, recently highlighted some of the key findings from C Space on “Global Food POV, The Trust Agenda.” Most noticeable is that 42% of consumers have said their food-buying habits have changed in the last year, and only 2% say they have more trust in the food they buy. Consumers have the strongest confidence in vegetables, fruits, eggs and dairy industries, with the meat industry ranking at the bottom.

But, what jumped out to us here at Ernest Packaging Solutions was that 38% of consumers say food packaging is essential in establishing trust. In other words, nearly 4 out of 10 shoppers use a product’s shelf appearance to influence buying decisions.

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That leaves a lot of market share up for grabs. That alone should be a good reason to evaluate your packaging and make sure you’re conveying trust. Additionally, the research showed “quality” was the top way brands can increase consumer confidence.

Food packaging design that builds on the brand with the right use of materials, design and function can send signals aligned with the product’s quality. Brand promotion must be one continuous message from advertisements, packaging and on to the actual product. After all, food that isn’t up to snuff will get their reviews through word-of-mouth and social media—no matter how great the packaging is.

Are you ready for food packaging that reinforces your brand and gains consumer trust? Contact us today to learn how Ernest Packaging Solutions’ food packaging can leverage your brand equity to help you build long-lasting relationships with your customers.