How packaging can influence decisions at the grocery store

The next time you’re browsing at a grocery store, pay attention to the food packaging – because it plays a key role in which products you buy, as well as how much money you spend, per recent research from US marketing experts.

The researchers started by scraping Kroger’s database for four types of common products, including cereals and crackers. After ranking the products’ package designs from simple to complex, they discovered the more minimalist designs sold for a higher price on average.

The study also drew from experiments in which scientists designed two separate packages – simple and complex – for a made-up snack brand, then asked volunteers how much they’d be willing to spend on the item.

• On average, participants were willing to pay $6.39 for the simple bag, while that number fell to $5.56 for the complex packaging.

However, there are a few exceptions. While consumers looking for healthier foods are more likely to choose simple packaging, the opposite is true for those looking to buy an indulgent treat. Researchers found sweet-toothed consumers are willing to pay ~17% more on average for food with complex packaging.

• The study also found a strong consumer preference for complex packaging when buying cheaper, store-branded food products (ex: Kirkland or Member’s Mark).

📝 Bottom line: When consumers see simple food packaging with minimal text and fewer colors, they usually assume the product inside contains few ingredients and is worth paying a premium, according to the study.