We conducted a consumer eye-tracking study earlier in 2015 with Klöckner Pentaplast to try to answer this very question. After analyzing the results, we believe plastic, rigid thermoformed packaging attracts more attention than flexible packaging in the dairy category.
Key Insights From The Study:
The fixation duration of rigid thermoformed was 24% longer than flexible
There were 42% more fixations on rigid thermoformed than flexible
There was 42% less time to the first fixation on rigid thermoformed than flexible
There were 44% more purchases of rigid thermoformed than flexible
Rigid thermoformed packaging attracts more attention than flexible packaging due the higher consumer fixation duration and faster first fixation times.
Read more about the study at Refrigerated & Frozen Foods Magazine
Download the case study!