What Aussie consumers are looking for in labels

New research has revealed that colour and finish is what consumers value most when it comes to standout drinks labels.

The research was commissioned by Prime Labels and carried out by Honeycomb Strategy, a market research and customer insights agency.

A nationally representative sample of Australians were interviewed through a survey that looked specifically at labelling for craft food and drinks products. The survey covered areas including shape, colour, finish, material and product associations to determine what features of labels resonated most with consumers.

The research, conducted to coincide with the launch of Prime Labels into the Australian market, gives craft producers and business owners new insight into what matters to their target audience when developing product labels for their business.

In 2018 the NSW Government redefined the definition of the “artisan food and drink industry” as products for “consumers who want an alternative to mass-manufactured offerings” in order to provide clarity for the growing artisan and craft food and drink market in NSW and Australia.

Respondents placed equal importance (35%) on the colour of a craft label and the finish of a craft label, demonstrating that although a brand name and brand identity is vital to conveying a product message, it is also the label itself that can be a potential purchase driver.

Finishing power

Almost three quarters (73%) of consumers agree that a drinks label has the power to make a craft product feel premium. The research revealed that gold and silver are the colours that enable a product to feel premium. Consumers believe a metallic finish (21%) on a label would contribute to driving a higher price point and present a premium craft food or drink product to the market.

Interestingly, when it comes to craft brands standing out among others, the research found that 35% of consumers preferred a matte finish to a gloss finish (26%). And while a matt finish is the most successful way to communicate a product that is of craft origin, only 9% of consumers felt a transparent label was the best finish for a label.