Having worked with thousands of brand owners and seen all the ways that things can go wonderfully well and not-so-great when choosing the right packaging for your products, we’ve narrowed down the top four things to consider in your search.
- Material
- Size
- Operational Complexity
- Cost
Material
Spices are commonly sold in many different packages, from glass and plastic jars (commonly referred to as rigid packaging) to various types of pouches (commonly referred to as flexible packaging). With so many options available, how do you know which one is right for you? For a full exploration of jars vs. pouches, please read our article on rigid vs. flexible packaging. In the meantime, below are a few considerations in this area.
Your first decision is whether to use a jar or a pouch. Jars are a typical container that is available on nearly every retail spice shelf in America. Consumers are comfortable with this container. Cap options range from plastic to metal, with and without shakers and sifters. Pouches are increasingly popular, with sizes ranging from small sample to large stand-up pouches. Pouches come in varying materials and closure types, from zippers to pour spouts.
Your label design will also impact how much the consumer can see the contents of your packaging. For instance, a clear label on a glass jar will provide much greater visibility than a fully printed pouch. Even if you design a clear window into your pouch art, a bottle tends to have much greater clarity. Conversely, perhaps you want to protect your contents from color degradation due to UV light exposure. In this case, opacity is your friend, and you might opt for an amber jar, a larger paper label, or a fully printed stand-up pouch.
Environmentally, there are many things to consider. A rigid glass bottle with a metal cap would be your best choice to avoid plastic. PET plastic jars are recyclable, so these containers might also fit your needs. Some PET containers are made with post-consumer recycled material. Some glass containers are made in Asia, so their “carbon footprint” may be higher than that of glass containers made in the USA.
Finally, your distribution model might impact how you think about your product packaging. For instance, glass might have an upscale and premium look on retail shelves, but if you fulfill all your orders through ecommerce, you might prefer PET to avoid potential breakage in transit.
Size
We usually refer to volume rather than net weight when describing container sizes. You can read our article about bulk density to get a more in-depth understanding, but suffice it to say that different spices will have different weights in the same jar. For instance, parsley weighs far less than salt in the same-size container. For this reason, when we discuss an “8-oz PET jar,” this refers to an 8-oz volume, which would hold 1 cup.
Your container size should correspond to your product’s intended use. Is your product a topical seasoning like Lemon Pepper? Is it an ingredient like cloves that can be used in small increments for baking? Or is it a one-time-use blend to make a particular meal?
Topical applications typically require a larger size than an ingredient like cloves. BBQ Seasoning usage is much higher than ground sage. It’s the same with Steak Rub vs Cardamom. If the consumer intends to use an entire container for one meal, it would be worth finding a jar or pouch that holds the needed amount in your recipe. Or maybe you will be selling primarily to restaurants where a typical package size is a 32-oz or 160-oz container. You’ll want to conform to your customer’s expectations and provide the right amount of product to use on time.
Operational Complexity
We are always looking for ways to differentiate our products. This is an important part of brand-building, and there are many approaches. When looking to do this through packaging, it is important to consider supply chain and production automation. The more complicated the supply chain, the more potential problems can happen. Similarly, the ability to scale your brand will be hindered without the ability to automate the production of your products.
An example of what not to choose might be a custom-made test tube with an imported cork top. This option would be challenging for a few reasons. Consider import costs, customs issues, or general supply chain resilience. What happens if your unique packaging is discontinued? Are there multiple manufacturers or distributors?
Regarding production automation at your spice packer, you might consider if machinery exists that can fill, cap, label, and seal your packaging. You may start small, but if your goal is to scale, you’ll want to understand how automation can be used in your brand’s future. In the test tube example, the rounded bottom does not allow it to stand on its own and, therefore, would not be able to run on a typical automated production line. Similarly, most spice containers on the market have a screw top cap, known as a continuous thread closure. Therefore, most production lines have machinery that applies a screw top rather than inserting a cork top.
Anything is possible with enough time and money, but without significant investment in inventory and machinery, choosing a package like this can result in problems, including increased lead times and material shortages.
Cost
Cost is always an important factor in this decision. We recommend that you read our full article on costs and pricing. Still, within the world of packaging, the primary contributors to cost are the quantity produced/purchased and the degree of customization. One of the easiest ways to reduce costs is to choose stock materials readily available from within your spice packer’s inventory. Unless you are buying truckload volume, selecting from your packer’s stock inventory will give you the benefit of their purchasing power and will likely allow your production to be automated with little or no investment in equipment.
Naturally, the size of your container will also contribute to higher net weights of the contents and, subsequently, higher retail pricing.
Consider similar product pricing at retail in the market currently, and let that be your guide to how best to position your brand. You are not likely to be the least expensive option on the store shelf, but your business strategy should address this decision.
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