The Premiumisation of Packaging: Creating Affordable Luxury

Two key principles guide brand owners in pursuit of ‘premium’ appeal. The first is that packaging change is inevitable, constant and must be anticipated to ensure success. The second is the promise of premium packaging: that a product presentation that exceeds consumer expectations with an element of luxury goes a long way in solidifying brand loyalty.

- Maria Ferrante

These two notions collide in the reality that the characteristics that constitute “premium” have varied throughout the years as consumer tastes and preferences evolve. Increasingly, premium packaging isn’t only synonymous with heavy-duty materials, but also sustainability and convenience. As brand owners aim to entice consumers with the ‘everyday luxury’ of premium packaging, they must also pay attention to the latest consumer trends in order to strengthen their market share by capitalising on the right materials and formats.

By working closely with suppliers, these companies will benefit from a constant stream of new technologies, including materials, containers, printing capabilities and the equipments to effectively handle it all.

Packaging as an Everyday Luxury

The idea of making a product luxurious through packaging certainly did not originate with the Great Recession. However, the economic downturn of the previous decade has offered the industry an opportunity to try a new approach. In order to innovate their product packaging and entice customers at a time when the overall consumer attitude has been “save, don’t spend,” brand owners are reenergising high-quality, affordable products by wrapping them in luxury packaging.

“People seek everyday luxuries to retain a certain standard while spending according to the ‘new normal,’ and we see this played out in packaging,” says William Cunningham, global marketing leader – packaging, DuPont.