Insights / Perspectives

Insights Into Ingredients

Customer looking at ingredients on box

Today’s shoppers pay close attention to what goes into the products they buy. The focus on ingredients is driven by health, safety, and environmental concerns. Here are several ways you can leverage product ingredients to appeal to consumers.


According to GlobalData, more than two-thirds of North American consumers say “simple ingredients” are essential or nice to have when making purchase decisions. The shorter and simpler the ingredient list, the better or healthier the product is perceived to be. Clean labeling and clear and concise on-pack claims and ingredient information can differentiate from the competition and drive consumer trial. Studio One Eleven created a custom square-sided bottle for Juiced! The side panel highlights the simple ingredients that make the product.

Patricks Personal Care Packaging



The pandemic, high-profile lawsuits, and product recalls have contributed to consumer demand for products with proven safety. There is heightened concern around the harmfulness of harsh chemicals and certain artificial ingredients. As consumers become more aware of the effects of chemicals on their health, they are demanding safer products, including natural home cleaning remedies, plant-based personal care, and organic foods. Consumers also want “free from” claims, like no artificial flavors, colors, or preservatives and paraben- and sulfate-free.

Cruise B Happy Cans

Honest Hand Soap


Beyond claims, certifications and third-party testing can assure consumers that the products they buy meet their expectations. Confirmation of non-GMO Project Verified, USDA Organic, certified gluten-free, cruelty-free, and more add credibility and instill trust. Tower Beauty has the National Eczema Association's Seal of Acceptance, reassuring consumers that their ingredients are safe for even the most sensitive skin types.

La Mer Secondary Packaging

Tower Beauty


Today’s consumers want to support brands that align with their values and lifestyle choices, driving demand for environmentally and socially responsible products. Ingredients can play a role in a product’s sustainability story. Consumers want to know where ingredients come from, if they are responsibly sourced, locally-produced, or support social or environmental causes. Berlin Packaging created a custom bottle and closure for Happy Elephant, an eco-conscious brand that uses sustainable palm oil that doesn’t harm the tropical rainforests that elephants and other creatures call home.

Pastis 12/12 bottles

Happy Elephant

By: Moira Stein
Date: May 1, 2024

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The brands mentioned in this report are trademarks of their respective owners. Inclusion of these brands in this report is not meant to imply an association with or endorsement from the respective trademark owners.