Household Packaging

Household Packaging mainly includes cleaners, paper products, office supplies, hardware, home
improvement products, car repair items, lightbulbs, batteries, books and more packaging.
Packaging style will vary according to the product life and character. Commonly using rigid
boxes for powders, liquid products (Washing Powder) & flexible packaging for semi rigid, rigid
products (Cleaning brush). The packaging for these products has evolved significantly over the
years with new technologies and processes that are helping make products more durable,
attractive and sustainable. While reducing package size is still an important factor in design,
there is a greater focus on packaging that offers greater recyclability or reusability.

Many household products were sold in paper or metal containers before
plastic packaging invention. Now computers allow companies to develop creative with design
features to develop what is known as a “family of shapes” for a brand that can be scaled to meet
the product’s fill requirements. Ergonomics also play an important role in making sure the
package is easy to handle and doesn’t add unnecessary stress for the consumer.

Typically, each year, though not a top buying concern, eco-friendlier packaging is seen as the
number one feature consumers look for. However, they do believe brands should do their part in
making their products more enviro responsible. This belief is another motivator for household
companies to make eco-friendly packaging a priority.
Package benefits such as ease of use, low cost and easy storage are main priorities for the
consumer. Easy dispensing and safe use are top attention-getters as well. Think: spray, pod or
capsule.
While flexible packaging may lose some uniqueness as more brands adopt it, flexible pouches
may get the stamp of approval for detergent brands moving to more concentrated formulas.

Three major household care categories – home laundry products, home surface cleaners and
dishwashing products show little growth in the household packaging industry. Due in part to
intense competition, aggressive retail promotion and consumers seeking value, it is up to the
packaging design and the labelling to lift sales by differentiating brands and delivering value.

Shoppers also look for safety warnings and the ingredient list. Product effectiveness or cleaning
power is still the most important feature when deciding what to buy, but what does this say about
our consumer nation? To be in the game, brands should design labels with simple and clear
directions, viewable warnings and ingredients, as well as the subsequent green-friendly claim.
Repackaging – either the whole kit and caboodle or just a label – may be seen as brand-new by
consumers. Just a new or refreshed graphic can make a box, can, bottle or pouch pop.
Highlighting new product claims and value may boost a struggling package as well. Take a look
at just a few products that have been repackaged lately. Vibrant colors, eco-friendly claims and
greater value all seem to work for these brands.
Flexible pouches continue to gain strength in the household packaging market, largely based on
the unit-dose dishwashing and laundry detergents. Bottles remain in the top two-thirds of sales,
but of the remaining options, the flexible stand-up pouch wins. Scent-boosters and refills also
claim the pouch as their package choice.
Hex, a specialty laundry brand designed for sports apparel, is among the first to use flexible
pouches for liquid laundry detergent. The brand claims a smaller footprint than a regular bottle,
that it doesn’t leak, and that the bag provides a unique form factor for a detergent that’s different.
This is evident on the labelling. The spigot allows for quick pouring. Just remove foil seal and
tear off tab. Typically, each year, though not a top buying concern, eco-friendlier packaging is seen as the
number one feature consumers look for. However, they do believe brands should do their part in
making their products more enviro responsible. This belief is another motivator for household
companies to make eco-friendly packaging a priority.
Package benefits such as ease of use, low cost and easy storage are main priorities for the
consumer. Easy dispensing and safe use are top attention-getters as well. Think: spray, pod or
capsule.
Bigger households (three or more persons) also buy more than smaller households and are more
likely to pay more for value-added features. These include child-safe packaging, functionality
and a spill-proof dispenser.
Who’s who. Though admitting they do not recycle, urbanites are more likely to be interested in
learning about how to dispose of packaging in a more environmentally responsible way.
Consider a green program targeted to rural consumers.
Hispanic shoppers may be a high-potential market for concentrates and refills. Mintel’s study
suggests compact size, the ability to be refilled and eco-friendly packaging are important factors
when faced with a purchasing decision.

Today’s households are anything but traditional. Changing income structures, busier lives, adult
children living at home, and many economic factors have changed the way people work and
live. This has also changed how people interact with the products and packaging that help them
live. Convenience is key, but consumer needs don’t stop there. Eco-friendly products are in
demand as are all things new, innovative and unique. Consumers want to live well, live
affordable, live consciously and live innovatively. Household products are answering those
demands with entirely unique solutions to traditional products and packaging.

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