Esko – One third of e-commerce shoppers return health and beauty products because of the packaging

BELGIUM • Along with sister companies Pantone, X-Rite and AVT The company released a new study, “Packaging and the Digital Shopper: Meeting Expectations in Health & Beauty. This new study reveals what 3,000 shoppers in North America, Western Europe, and Asia want from health, beauty and personal care packaging.

Some statistics from the study:


  • 63% of shoppers foresee purchasing more health, beauty, and personal care products online in the next 18 months
  • 14% of online shoppers returned health and beauty products because of miscommunications in online appearance versus what was delivered to their home
  • 28% of shoppers agreed that they had purchased a new product because they enjoyed the packaging in the prior three months
  • 63% of shoppers say they are highly likely to purchase health and beauty products that are personalized for their skin/body type

 Future online shopping expectations

With 63% of shoppers stating that they are likely to purchase health and beauty products that are personalized for their skin/body type, brand leaders need to start considering how to rapidly personalize functional product attributes and improve that experience for shoppers, including the product instructions. Personalization to the shopper will be less about applying his or her name on the product, and more about product customization.

Valuable data

Qualitative and quantitative data from this new study may be valuable to senior brand leaders in many departments, such as marketing, design, packaging and information technology, in order to gain insights on shoppers’ preferences and expectations regarding packaging in digital and physical shopping experiences within health, beauty and personal care categories. With this knowledge, brand leaders can better simplify and connect their packaging functions, become more agile, and utilize packaging as a way to innovate their products to drive growth. These findings are also useful for creative agencies and packaging converters as they help brand leaders meet and exceed the product and packaging expectations of today’s digital shoppers.

To access the study, please click here.

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