Premiumisation of glass packaging

The challenge

Allied Glass Containers Limited create and manufacture glass packaging for many of the world’s leading brands. For use as a talking point with current and potential clients to help the future development of our product offering, the business requires research into consumer insight of luxury packaging, in particular the role of glass bottles within the spirit category.

The objective of the research was to undertake a review of the premium glass container (specifically alcohol spirit) market, to include consumer attitudes towards luxury packaging, and how luxury packaging influences consumer purchase behaviour.

The approach

The Retail Institute undertook a literature review of academic research, supplemented by industry-commissioned survey reports, to identify the key research findings. 

The report provided supported the clients drive to generate new opportunities in the luxury glass container market.

Areas of study undertaken seek to provide insights which answer the following questions:

• How does the design convey quality and premium-ness in the eyes of the consumer?
• What are the cues which convey ‘Premium’ and ‘Luxury’?
• What are the standards adopted in the ‘Super-Luxury’ market that could be introduced to the ‘Premium’ market
• What is the market for personalisation in Glassware, and what products exist in the premium Spirits category?
• Do preconceptions override design and presentation or visa versa?
• Is choice and selection influenced by the purchase occasion?
• Does price influence expectation?
• Does decoration and adornment make a difference?

The impact

The research findings provided consumer insights with supporting evidence, that supported Allied Glass Containers drive to generate new opportunities in the luxury glass container market.