The Power of Packaging: How Visuals Influence Beverage Buying Decisions – A MarketGenics Study

“Engaging visuals significantly influence consumers’ purchase decisions and brand preferences in beverages.”

Brands are always looking for ways to differentiate themselves on the retail shelf in the fiercely competitive FMCG market of today. When it comes to drawing in customers and influencing their decisions to buy, packaging design is vital. In light of this, MarketGenics recently carried out a key visuals assessment study for a well-known F&B company that specializes in 100% Pure Fruit Juices, Shakes, and Coconut Water with the goal of figuring out how important packaging designs graphics affect consumer behavior.

Research objective

• Improve knowledge of how important images influence customer preferences and impressions.
• Assess the packaging options’ overall likeability, relevance, and appeal to the intended audience.
• Determine whether customers are inclined to select a product based only on its appearance.
• Offering a plan of action for improving packaging design.

Methodology

The research methodology is a qualitative approach through Focus Group Discussions (FGDs) held in Delhi NCR and Mumbai, considering consumers aged 18-45 who regularly consume coconut water and fresh juices and are decision makers of purchasing such products. There was a equal representation of male and female respondents. 

Each FGD started with one common question 

“How much do product visuals on retail shelves influence consumer purchasing decisions? Why is visual appeal crucial in shaping buying choices? Can you recall any brands you purchased solely based on their packaging or design?”

Respondents expressed that product visuals and packaging play a crucial role in influencing purchasing decisions by attracting attention and sparking curiosity. Eye-catching designs, clear messaging, and unique packaging can drive impulse buys, as seen with brands like Hide & Seek, Tropicana, and Marie biscuits.

After the initial warm-up discussion, respondents were shown five different packaging concept options of the client’s beverage brand. The discussion revolved around critical aspects such as:

• Spontaneous reactions to the visuals

• Overall appeal and likeability

• Preferred design and reasons for preference

• Perceived relevance to product and brand

• Motivators and barriers to purchase based on packaging

This market research study revealed some powerful insights into consumer behavior and expectations when it comes to product visuals.

Conclusion

A crucial fact is highlighted by the MarketGenics study: visuals are a strategic instrument, not merely ornamentation. The proper packaging can make the difference between being recognized and being ignored in the beverage sector, where shelf space is limited and competition is intense. Brands can boost product appeal, meaningful interaction, and sales by matching graphics to consumer expectations and preferences.

The takeaway for F&B designers and marketers is straightforward: Make an investment in images that convey a narrative, embody brand values, and—above all—engage your target audience.