Heat-shrink labels, also known as sleeves, are gaining popularity in several industries, especially the food sector. One product that is increasingly being packaged with a sleeve is the dairy drink. There are several reasons to explain why the sleeve is a profitable and logical choice for this product type. In this blog post, the issue at hand is eye candy, or more specifically, emotional contact.

Eye candy

More than ever before, the food sector is looking for new packaging and labelling strategies. Dairy producers, for example, have long known that offering fresh, tasty and healthy products isn’t enough to get a decent market share. People like it when their senses are stimulated. And in stores, sight is solicited well before taste.

This fact was promoted in a study conducted in 2010 by MarketForce, an expert in consumer intelligence. When asked why they try new products, the majority of the approximately 600 respondents stated that it was because the product “caught their eye at the store.” This was the most popular response for drinks and snacks. And the marketing experts get this.

Pay attention to this the next time you enter a grocery store. The dairy product aisle overflows with attractive packaging and bright colours. The context is favourable since many are single-serve dairy beverages. Yet, in stores, these individual portions are often targeted by impulsive buyers whose main criterion is the product’s visual appearance.

The sleeve, which can cover 360 degrees of a container, from “head to foot,” is the ideal tool that can benefit from package appeal because of its stimulating label that fits all shapes and sizes. We’ve come a long way since the dull milk carton!

In my next blog post, also dedicated to the sleeve and dairy products, I’ll show how the sleeve label encourages co-branding opportunities.