Craft Brewing Business

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Craft Brewing Business

Measuring the impact of labels on craft beer purchase decisions

Total fixation duration

Fixation duration is one of the most important metrics for a consumer study and involves the time, in seconds, the participant fixates on a specific item. The higher the number, the better the package performed.

Charts from White Paper

Study participants viewed the clear-on-clear label over 20 percent longer than the other labels. The study found a strong correlation between fixation duration and product selection. As the participant’s fixation duration increased, so did the person’s chance of purchasing the product fixated.

Fixation count

This graph illustrates the number of times a participant scanned a specific product. The higher the number, the better the package performed.

Charts from White Paper 7-31-15 CBB 4

The study indicated the number of times a product was viewed positively correlated with purchase intent. Sixty-two percent of study participants said the Avery Dennison metalized film label caught their attention compared to labels made with paper, matte film, white gloss film, wood veneer and clear film. Forty-six percent of shoppers perceived the metalized film labeled product as most expensive, followed by wood veneer and clear film. Forty percent felt the paper label appeared the least expensive.

Qualitative data confirm labels impact purchase decisions

After selecting a product for each item on the shopping list, participants entered a debriefing area where they answered a post-experiment questionnaire that gathered qualitative data regarding the packages they viewed.

During the study’s qualitative evaluation, participants indicated they preferred the wood label even though their eyes (during the quantitative evaluation) indicated they gravitated toward the metalized and clear labels. The over 30-year-old age group fixated nearly twice as often on the wood label than the younger group.

Participants were asked the following question: How important is the label during your purchasing decision and why? Some of the responses follow.

  • “Label can be the aesthetic quality that engages you to pick up or interact with a product – definitely important.”
  • “It’s very important to me — unless it’s a brand that I’ve had before and I know what I’m getting. I won’t purchase another brand unless the packaging attracts me.”
  • “The label catches my eye when I’m in the store so I’m more inclined to buy it.”
  • “Very. There are so many options that I tend to stick with my favorite type of beer and labels that catch my eye or else I’m stuck looking there forever.”
  • “Very important because I know I’m guilty of ‘judging a book by its cover.’ I either buy beer that I’ve had and know is good or I try something because it intrigues me.”
  • “Presentation is always important when trying new things…”
Here's how they ranked.
Six different bottles were used in the study. They were identified A-F and not by material (i.e., no mention if one was paper, one was matte film, etc.).

Summary

Shelf impact is a major concern for all brand owners — especially within a growing and crowded industry like craft beer. This shelf impact study showcased the head-turning impact of pressure-sensitive labels in helping craft beer brands stand out. Labels do matter.

Craft brewers have unique, compelling narratives of how their breweries, recipes and processes bring the best product to thirsty consumers. By using eye-catching labels, branding and graphics, brewers can tell the story — their story — and connect with consumers and influence purchase decisions.

Laura Clark is the global marketing director for Beverage at Avery Dennison Label & Packaging Materials. Clark works with clients to help drive growth, maximize profitability and reduce costs through brand positioning, global marketing, price and cost analysis, market segmentation and new product launches. A packaging engineer by training, Clark has 20 years in the industry. As you can see, she’s also an awesome writer.

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