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Packing decision for low fat aliments: a review

Natalia Vila-López (Marketing Department, Faculty of Economics, University of Valencia, Valencia, Spain)
Inés Küster-Boluda (Marketing Department, Faculty of Economics, University of Valencia, Valencia, Spain)

Nutrition & Food Science

ISSN: 0034-6659

Article publication date: 6 May 2014

607

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.

Keywords

Citation

Vila-López, N. and Küster-Boluda, I. (2014), "Packing decision for low fat aliments: a review", Nutrition & Food Science, Vol. 44 No. 3, pp. 212-222. https://doi.org/10.1108/NFS-06-2013-0076

Publisher

:

Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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