There’s a saying that goes, “People eat with their eyes first.” This highlights the importance of a product’s visual appeal—before customers even take a bite, their perception is shaped by its presentation. When it comes to food products, attractive and well-thought-out packaging can significantly influence purchasing decisions.
This was the central theme of a seminar organized by the Bureau of Agricultural Research (BAR), where Mr. Emmanuel C. Reyes, Corporate Secretary of the Cocoa Foundation of the Philippines, Inc. (CocoaPhil), emphasized the critical role of packaging and labeling in product marketing.
Why Packaging and Labeling Matter
According to Mr. Reyes, who has extensive experience in import and export, standing out in a crowded market requires uniqueness. This principle applies not only to branding but also to the way products are packaged and labeled.
Packaging serves as a bridge between producers and consumers, ensuring products reach their final destination in top condition with minimal costs. It also plays a key role in communicating quality and building trust among consumers.
Ms. Ray Anne Grace M. Garalde from the Department of Science and Technology-Industrial Technology Development Institute (DOST-ITDI) further explained the different types of packaging:
- Primary Packaging – Directly contacts the product and is intended for retail.
- Secondary Packaging – Protects the primary package and enhances shelf presentation.
- Tertiary (Shipping) Packaging – Used for bulk transport and storage.
- Consumer Packaging – Designed for individual buyers in retail stores.
- Institutional Packaging – Typically in bulk, catering to restaurants and food manufacturers.
Various packaging materials are used, including glass, metal, plastic, paper, and composite materials, in forms like bottles, pouches, jars, trays, and sachets.
Understanding Labeling
Labeling refers to any written, printed, or graphic content displayed on a product’s packaging. It provides essential product information, helping consumers make informed decisions.
According to DOST-ITDI, key labeling requirements in the Philippines include:
- Brand Name / Trade Name – The official product name for recognition.
- Product Description – A clear identification of what the product is.
- Net Content Declaration – The weight, volume, or quantity inside the package.
- Information Panel – Details about the manufacturer, ingredients, country of origin, and optional nutrition facts.
- Lot Identification Code – Helps track product batches.
- Open-Date Marking – Commonly known as the expiration or “best before” date.
- Barcode – Essential for inventory and retail scanning.
The Power of Packaging in Marketing
Beyond its practical purpose, packaging serves as a powerful marketing tool. Mr. Reyes emphasized that packaging must be:
✔ Visually appealing – Eye-catching designs attract buyers.
✔ Unique and memorable – Helps products stand out in competitive markets.
✔ Compliant with regulations – Ensures wider market access, both locally and internationally.
A well-designed package can grab attention even in a supermarket filled with similar products. As Mr. Reyes puts it, “Consumers eat with their eyes.” Fast food chains, for example, use mouth-watering images of their meals to entice customers.
Additionally, product safety and quality should always be a top priority. A well-managed production system, sanitary handling, and high-quality ingredients all contribute to building a reputable brand.
Encouraging Creativity and Innovation
To leave a lasting impression on consumers, businesses must invest in creative and high-quality packaging and labeling. As Mr. Reyes concluded in his talk:
“Mediocre is not an option. It has to be the best!”
By focusing on innovative packaging and branding, food entrepreneurs can elevate their products, increase consumer trust, and gain a competitive edge in the market.
For inquiries:
Mr. Emmanuel “Ojie” C. Reyes
Corporate Secretary, Cocoa Foundation Philippines Inc. (CocoaPhil)
Landline: (632) 722-8959
Mobile: 09209525294, 09228035294
Email: [email protected]
Source: Bureau of Agricultural Research (bar.gov.ph)
Custom packaging offers numerous benefits, though it can be more expensive than using standard packaging options.
that is why it is important that packaging should not be misleading