The retail shelf can BE A crowded space. According to Chicago-based Mintel’s Global New Products Database, 4,215 new beverages were launched in 2014. Not taking into account the existing beverages in the market, the more than 4,000 new products can make for a challenging environment to attract consumer attention. Although marketing and advertising efforts offer traditional avenues to reach out to consumers, designing a package that stands out on the shelf is a strategy that beverage-makers are utilizing.
“Mainly brands are seeking to stand out in an overcrowded market and find a differentiating proposition,” says Pamela Long, partner with White Plains, N.Y.-based Little Big Brands. “With so many brands essentially offering the same product to the consumer, it really is about appeal and standing out on shelf.”