Size Does Matter for Packaging in India

Packaging sizes do matter for consumers in India but there is not fixed rule of the thumb which would define all the needs in a general manner. The perceptions and needs of the people are different and in keeping with that, the package sizes need to be determined. One of the main areas of focus while deciding package size is the ease of use and convenience in portability of the contents. While flexible Packaging seems to be doing the trick, it is not a standard solution.

A recent study conducted for identifying the role of package sizes in India revealed some interesting facts, especially for the two test products that were being considered for the study – deodorants and shampoo. People found it highly convenient to carry sachets of shampoo around with them as per their need instead of keeping a bottle of shampoo that is not only cumbersome to carry around but if the cap is not screwed on tightly to the top, then the chances for leakage are considerably high. Flexible packaging is the most significant pack type in beauty and personal care in India, accounting for 54% of total packaging volumes in 2013.

If you were to consider the figures for 2013, almost 98% of the revenue for shampoo manufacturers came from the sales of small sachets in comparison to bigger packages. The large sized Packaging Material is good only for applications such as salons where bulk purchases are common. But nowadays, all major salons have their own cosmetic products so they have no issues as such with packaging.

Another benefit of small sachets is that the customers may try out various shampoo brands before settling for a brand that suits their needs. But is more due to their convenience of usage and portability that the small sized sachets are preferred in India. The same applies for soap bars where simple packaging is provided to small bars or soap. If the soap is in a liquid form, then the flexible packaging makes it convenient to use the contents right from the package itself.

Such trends have been evident in almost all sectors for products as consumers prefer convenience and portability while the big packaging is usually preferred by few clients who have constant and large needs. Businesses should understand their target consumers before deciding upon the size of the package for the Indian market as the success or failure of the product will be largely influenced by it.