What should you focus on when choosing primary packaging and outer cartons?

They not only sell goods - they also perform other important functions. In this article, we remind you what primary packaging and bulk cartons are and explain what factors you need to take into account when choosing them.

Single pieces of product

Primary packaging is defined as boxes, sachets, bags, etc. in which we put the goods. Their main tasks are to protect the product and encourage people to buy it - so they are an important marketing means. There should also be space for all the necessary information: composition, expiration date, production details, etc. Examples include a juice carton, a candy wrapper or a bag with laundry detergent.

Bulk product storage

The purpose of bulk cartons (sometimes called secondary packaging) is grouping, storing and facilitating the transport of primary packaging. Examples include stabilo bags with coffee packed in a tray & hood carton, wrap-around or doypack bags packed in a four-flap carton prepared for transport, or yogurts placed in a tray carton. The customer often does not see the secondary packaging - the products are removed from it before they are placed on store shelves. However, there are exceptions to this rule - in some cases, cardboard can not only facilitate the transport of goods, but also attract the customer's eye and encourage him to make a purchase. Especially in Europe, it is standard to present the product in collective boxes. In the United States market, supermarket staff most often take out the product and carefully arrange it on the store shelves. For this reason, in the USA we are more likely to find technology for packaging products in four-flap cartons, while in Europe - in tray-lid cartons.

What to focus on when choosing packaging?

When choosing the type of packaging, first of all, you should take into account the type of product and its properties. This is best seen in the example of food products, which have specific requirements as to how they are stored and transported. However, there are some general tips that work for products from most industries.

• Logistics

Primary and secondary packaging should be selected for ease of transport. How many pieces of a product fit into boxes, trays and pallets has a direct impact on the cost of transporting them by the forwarder. The costs and storage conditions are also important. The sizes and shapes of cartons, bags and sachets should be selected from the point of view of the logistics of these processes.

• Structural form

The way products are displayed on the store shelf is another issue that must be taken into account when choosing a box, sachet or bag. Will their shape make it easy to stack them one on top of the other? Although unusual shapes are visually attractive, they can also make it difficult to put goods on shelves and contribute to clutter on store shelves.

• Ease of use

Using the packaging should not be a problem for store employees – this is an obvious issue. However, it is worth being aware that containers, cartons and sachets are usually designed with the "average" consumer in mind. Not all companies take into account the needs of subgroups of their customers, such as older people or people with disabilities. The attractive appearance of the boxes is not everything - they should also be designed so that they can be easily grabbed, opened and carried, the product should be easy to dose, and so on. It is also worth noting here that the standards regarding the formats of collective cartons and the arrangement of unit packaging (number of rows and layers as well as orientation) are dictated by retail chains.

• Taking care of brand visibility

The products are sold in both primary and secondary packaging. Both of them can therefore serve an advertising function. It is therefore necessary to take care of the right marketing message for the master carton, consistent with the brand of a given brand. Additionally, retail chains require labels and prints regarding logistics and warehouse processes.

• Ecology

It is also worth paying attention to sustainable development. In many companies, caring for the natural environment is not at the top of the priority list. However, the use of biodegradable and recyclable materials can help not only in reducing waste (and therefore in reducing the costs of waste disposal), but also in building the brand image.

Summary

The proper selection of primary and secondary packaging has an impact on the production and supply chain. It influences the form of storage and transport of goods, and also determines the way they are displayed in the store and encourages the consumer to buy them. It also determines the selection of a cartoning machine. RADPAK company – helps in selecting a machine tailored to the customer's requirements.