Packing decision for low fat aliments: a review

Abstract

Purpose – The purpose of this paper is to give some recommendations about how to design a low fat food aliment packaging. Design/methodology/approach – A review of previous studies that have analysed food packaging decisions considering personal and product influences was done. Findings – For low fat foods, a good or a poor performance is not sufficient; you have to perform better than those competitors whose competitive capacity is strong enough to influence strategic decision taking. Low fat products must be focused to a particular target. A product of these characteristics cannot be launched for all the markets at the same time, and under the same conditions. Some personal factors do really affect food buying process: socio-demographic characteristics (age, gender, income and education), involvement, time pressure or motivation. A possible recommended target for law fat aliments could be: an old/medium age women, with a medium/high economic position, educated, involved in food buying and worried about health. Some packaging factors also affect food buying process: colours, graphics, size, shape, typography. In this regard, a package for a low fat aliment could be designed including a picture on the label showing the benefits of the product (i.e. a healthy heart), with green colors, medium/small sizes and natural shapes, without sophistications. An umbrella brand for different firms acting in this market could be created, to facilitate their healthy products identification. Originality/value – Personal variables and product characteristics are mixed together to give some recommendations of how an ideal low fat food package should be designed.