The French study also found that the nature of packaging has a direct influence on the time spent in a supermarket section. Customers spend between 17% and 50% more time in front of the stands if the fruit and vegetables are displayed in corrugated board trays rather than in plastic containers or are displayed directly on the shelves, without packaging.
It was Carton Ondulé de France that revealed the results of this new neuroscientific study of consumer behaviour.
One other aspect was that packaging really goes unnoticed in the fruit and vegetable section, but it still has a powerful impact. The study found that 95% of customers interviewed did not notice the packaging used to display fruit and vegetables. However, the packaging had a strong, clear impact on the customer experience, depending on its nature or its absence.
As recalled, the nature of packaging influences the time spent in the section. The second indicator, is the “coverage rate”, quantifying the surface areas explored in the section. When customers are faced with fruit and vegetables displayed either in plastic containers or in corrugated trays, they will cover 51% more surface area with the “corrugated” solution.
“It was necessary to use scientific methods to precisely identify and quantify the potential impact. We can now confirm that visits to the fruit and vegetable section are longer and more exploratory when the shelves contain corrugated board trays. This is real added value offered by our packaging”, explains Bertrand Arnault, CEO of Carton Ondulé de France.
