Clear advantage: Visibility tops produce packaging priorities, Category Partners says

Transparent packaging may be the strongest sales tool in the produce aisle. According to new consumer research from Category Partners, shoppers place greater value on seeing fresh produce before buying than any other popular messaging.

The firm's Senior Vice President of Research and Market Intelligence, Cara Ammon, explained to FreshFruitPortal.com that their recent findings point to a clear preference for visibility, even surpassing sustainability or organic claims.

“Price and quality are the top things, no matter what,” Ammon said. “But you don't want to buy a box of fruit, get home and find out you've got a bunch of rotten strawberries in there”.

The company typically surveys representative samples of around 2,000 category buyers using online surveys and heat-mapping exercises to evaluate packaging designs.

“Knowing that we have to have as much clear space as possible, we need to determine what those really important things to consumers are that they really want to see on the packaging,” she added.

Clear packaging and value for money: Seeing is believing

Ammon said that consumer priorities vary by produce category and demographic, making category-specific research essential when deciding which messages deserve space on a package.

While sustainability and recyclability resonate strongly with a small group of consumers, these aspects generally rank further down, as shoppers increasingly seek better value for money.

“Is a clamshell going to protect my food a little better versus a bag?” Ammon posed the question, clarifying that the ranking comes from both the firm’s data and her own appraisal. “Organic ranks higher than sustainability and recyclability, generally. Branding as well. All of those are toward the bottom”.

Additionally, she said many shoppers associate organic labels with higher prices, creating mixed reactions during consumer testing.

Health claims have also become relevant across produce categories, Ammon said, although the specific messages that perform best differ by product.

“Clear, concise, powerful messaging, with graphics that highlight consumer value, provide the best opportunity to win at retail,” she noted.

Premium appeal meets practical packaging

The data also suggests that premium packaging can support higher-value products, particularly among younger shoppers. However, Ammon said additional research is needed to better understand the relationship between packaging materials and consumers' willingness to pay more.

She noted demand for premium produce accelerated during the COVID-19 pandemic, when consumers sought restaurant-quality experiences at home, and has remained strong, particularly among Gen Z and millennial shoppers looking for unique or specialty products.

Ammon pointed to the growth of branded grape varieties as one example of the trend.

For produce marketers, she said the findings reinforce the importance of prioritizing only the most relevant package claims rather than overcrowding the front panel.

As a practical recommendation for packers, Ammon advised maintaining as much product visibility as possible while keeping packaging visually distinctive.

"Just make sure they can see the fruit, and yes, you need your callouts, but give them ample space to see the quality of your fruit," she concluded.

*All images are referential via Unsplash.

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