John Boccuzzi, Jr.

PL Buyer: The Next Step for PL Packaging

February 8, 2012

FROM RETAILWIRE:
A few private label experts were asked by Private Label Buyer in a recent roundtable what were the major packaging trends to watch for in 2012. The answers included: sustainability, functionality (easy to open) and communications. Do you think store brand packaging is lagging behind national brands?      [more...]

Unique innovative packaging could be a real differentiator for PL Brands. This obviously goes against the old model of stripping as much cost as possible out of a PL product. With today's "Premium PL" brands, like Kirkland and Trader Joe's, there is an opportunity to further differentiate the brand from national competitors by creating unique and functional packaging. Some PL items are now more expensive than their national competitors because consumers trust the Pl brand and the retailer. Will they pay 10%-20% more for a unique, sustainable and functional package? As long as it is a "Premium PL" that does not focus on price being the key selling point, I think they will.