Effective sales and marketing are critical to the success of your vitamin and supplement brand. Consumers need to know who you are, what you sell, and why you're better than your competition. As one of the leaders in the ultra-competitive protective packaging industry, we know a little bit about such things, so we thought we'd share with you some thoughts about choosing the best vitamin and supplement packaging for building your brand. After all, at the end of the day, if your brand isn't easily recognizable, isn't memorable for all the right reasons, the quality and price of your product line simply won't matter. 

So, what factors should you consider to determine which vitamin and supplement packaging can best build your brand?  There are, of course, many, but our experience has shown us that these are the most significant:

Toughness. Strength is the most important feature of any packaging type, regardless of whether it is a box, carton, can, tin, jug, bottle or bag. If your flexible retail packaging doesn't protect your products from vapor, odor, moisture, pests and, if necessary, UV light and oxygen, then your brand is in trouble.

Shelf life. "Is it still good"?  How often do consumers utter those words? Spoilage is a worry for most people, especially when it comes to such things as medicines and other products designed to protect or enhance our health. The ideal vitamin and supplement packaging will preserve the freshness, nutritional value and, if applicable, flavor of the contents.

Convenience. Products (and their packaging) that are easy to use generally bolster customer satisfaction. Your protective packaging should, therefore, be easy to open, easy to close/reseal, and convenient to store. Ignore any of these three, and your customers will likely shift their allegiance to another brand.

Branding. Yes, branding.  As in, how well does your vitamin and supplement packaging choice help you to move your products?  Does it provide you with marketing opportunities?  Here are some marketing features you may want to look for:

• Ability to affix product labels or other company stickers.
• Can the packaging be printed in multiple colors?
• Is there a display alternative (for example, hang holes for flexible retail packaging)?
• Can the features be combined?
• How well does your packaging stand out on the store shelf and thereby stand apart from those of your competitors?

Eco-friendly.  There are consumers who base a part of their purchasing decision on whether the company has policies and practices that are socially responsible.  Your packaging can demonstrate that level of responsibility by being environmentally friendly. Measuring how eco-friendly your vitamin and supplement packaging is extends beyond it just being recyclable, however. Consumers will question whether the process employed in manufacturing your packaging is energy efficient, whether any material is wasted, whether shipping is fuel efficient, and how much of an impact your packaging will have on the environment after disposal.

So, whether you are using the tried and true protective packaging such as glass or plastic containers or the newest style, flexible retail packaging, consider the points emphasized above and choose which option works best for you. Often, customers choose what everyone else is using and that can be a huge mistake, as soon they are “just another vitamin and supplement,” whereas the companies willing to stand out and be different will be looked upon favorably. Packaging is the last thing a consumer will see on a store shelf, and if your product’s protective packaging catches their eye, your product just might get the nod! And that’s all anyone wants for their product, a chance.