What is the approval rating of packaging these days? Much better than the President’s. Nearly 83% of global consumers say they are at least moderately satisfied with packaging.

The holy grail is to capture the one in 10 who say they are completely satisfied with packaging. Why?  Because they are more likely than their less satisfied peers to purchase and use products frequently (57% versus 47%), shop more frequently (24% versus 17%) and try new products (44% versus 36%).

How can you move consumers into the completely satisfied category? Consumers say they want packages that are innovative as they relate specifically to functionality and safety.

These and other results from the third annual Packaging Matters research from MeadWestvaco Corp. (MWV) show key gaps between how important packaging is to consumers—relative to 21 specific attributes—and how satisfied consumers are. The study measures packaging importance and satisfaction across 11 different markets: Medicine; Fragrance; Beauty Products; Personal Care; Dry Foods; Refrigerated Foods; Frozen Foods; To-Go or Carry-Out Meals or Beverages; Non-Alcoholic Beverages; Alcoholic Beverages; and Household Cleaners.

These gaps between “importance” and “satisfaction” indicate areas of opportunity for brand owners. Improve your packaging here and sales will most probably improve.