Brands in Transition: Balancing Brand Differentiation and Standardization in Sustainable Packaging

In the changing field of sustainable packaging, companies are confronted with the challenge of balancing sustainability with brand differentiation. The move toward standardized, reusable packaging is beneficial for the environment but restricts the use of custom designs. This study explores how standardized, reusable packaging affects consumer perception in the fast-moving consumer goods (FMCG) sector. It focuses on the evolving role of brands to maintain brand differentiation. This research is centered around two case studies. The first examines 219 tomato products to understand the factors driving packaging diversity. Data was collected from three Dutch supermarket websites to analyze packaging types, materials, and size. The second case study investigates consumer responses to single-use versus standardized reusable packaging across eight brands in both food and non-food categories. An online survey was used to assess perceived quality (PQ), willingness to buy (WTB), and brand perception. The results indicate that standardization has a limited effect on perceived quality (the impression of excellence that a consumer experiences), suggesting that it may encourage more brands to adopt reusable packaging. Willingness to buy findings, indicating whether consumers have the intention to buy a product, were mixed. A decrease was observed in food products and an increase noted in non-food. Brand perception most often showed a decrease, indicating challenges in maintaining brand differentiation. Three strategic approaches for brands to align with a sustainability-driven market while preserving value are presented. These are focusing on visual and verbal differentiation, collaborating with competitors to adopt a common archetypal packaging, or shifting marketing away from physical packaging towards digital and authentic communication. However, the new role of marketers will need further exploration, with a focus on authentically communicating the real content and its added value.