A preponderance of survey participants view any useable product left in the container as wasteful and as money lost to thoughtless companies.
They may buy less
Packaging that doesn’t readily dispense the full volume of product could mean that consumers are actually purchasing less.
“More than two-thirds (69%) say they hesitate to open a new package when there’s still a tiny bit left in the previous one,” according to the LiquiGlide survey results. Such consumers, in addition to not repurchasing, are not enjoying the product and its benefits. These are missed sales and missed chances to develop lasting consumer relationships.
Disloyalty
Personal care product users were especially willing to switch brands to find a package that dispensed more of product. (The survey also asked about products in other categories, like liquid laundry detergent and mayonnaise.)
68% of respondents would change shampoo brands for a more efficient container; nearly as many (67%) would buy another brand’s hair conditioner; and 74% would change body lotion brands. The survey also found that close to 90% of consumers would try their current brand of those same products if available in new packaging.
Environmental concerns
Increasingly consumers around the world are making purchasing decisions based on the environmental impact of a given company’s manufacturing practices, product ingredients, and more. 16% of consumers participating in this survey noted environmental concerns as a cause of their frustration with residual product.
In contrast, 60% felt product left in package was a waste of their money; while 20% were offended just on principle.
Cut the slack
These consumer concerns echo those around slack fil, or “simply put, the space in packaging not occupied by the product,” as cosmetics industry lawyer Angela Diesch explained it to Cosmetics Design Europe, last month.
The issue in both cases is in large part seen as an intentional misrepresentation of the product size or volume. Consumers feel that the brand is deceptive and not delivering the quantity promised.