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 Plastic & Foil Wraps - November/October 2007  |
All Wrapped Up
PL plastic wraps and foils remain a staple on shelves,appealing to shoppers with their value. Are retailers leaving household goods in the dust? As retailers focus on offering more innovative products within the clothing, food and home accessory categories, are basic household goods such as foil and plastic wraps being pushed to the side? Even if this is true, due to their low prices the wrap category continues to generate sales. Plastic and foil PL aluminum foil rose 12.85% to $168,063,700 (millions), while plastic wrap rose 0.66% to $25,061,720 (millions) in sales according to Information Resources Inc. (IRI), Chicago, IL. Wrap it Up Plastic and foil wraps tend to sit next to the national brands on retailers’ shelves and do not command attention other than for their lower prices. However, a few retailers are attempting to identify their PL wraps by producing newer, improved products. For example, Kmart, Hoffman Estates, IL, offers a Press ’N Hold sealable plastic wrap with Push/N Lock tab under its American Fare line, which is similar to national brand Glad’s Press ‘N Seal wrap. Kmart’s Press ‘N Hold wrap has also been given a face lift. The new package is brighter and the photos of food are clear and colorful and the call-out states, “New & Improved.” Another change is the name of the product, which was called Press ‘N Hold,and now is simply called Plastic Wrap. In addition, on the back of the package shoppers can find a description of the product, instructions of how to use it, and a description and pictures of the other plastic and foil products American Fare has to offer. The overall effect of the redesign is positive because now the product’s packaging differs from national brand Glad’s products, enabling shoppers to notice the package amongst the other brands. Dollar Tree, Chesapeake, VA, has also done a noteworthy job of creating an identity for its plastic wraps; the retailer brands the products with a name other than the store’s name while incorporating a clean bright package design. At Dollar Tree shoppers can find the retailer’s ‘stor[it]’ brand, which offers a variety of items, including plastic bags and plastic wraps. During a recent visit, no foil or wax paper wraps under this PL line was found, instead there was a ‘generic-looking’ wax paper item with red and blue packaging and white block letters spelling out ‘wax paper.’ Continuing on the topic of design, although the packages of Target, Minneapolis, MN, PL wraps are not adorned with pictures or intricate writing and details, the uncluttered design does actually standout on shelves. The colors on the package of private label products such as plastic wrap and aluminum foil are similar to the national brand competition; however, Target does create an identity by leaving the packaging clear of clutter, and simply placing the name of the product and its signature bulls-eye and wave design on the box. Therefore, instead of confusing the shopper with a package that closely resembles the competition, it is obvious which are Target’s wraps. Harris Teeter, Matthews, NC, offers foil and plastic wraps in its newest line ‘yourhome’ and uses a similar design technique as Target. Harris Teeter presents its wraps in boxes designed in basic colors and steers clear of using too much writing. Business as Usual Not much excitement is brewing in the PL foil wrap category. The foils featured at retailers are basic, but as stated earlier, attract shoppers with their low prices and continue to be purchased. Supermarkets and mass merchandisers tend to stock the most varieties of foil wraps; however, drug stores do carry limited offerings and entice shoppers with their value compared to national brands. For example at CVS, Woonsocket, RI, a 75 sq ft box of Reynolds wrap costs $4.29 while the same size box of private label is $2.30. Rite Aid, Harrisburg, PA, sells a 75 sq ft box of private label aluminum foil for $2.97 while a 50 sq ft box of Reynolds wrap is priced at $3.51. Basic Buys Most supermarkets and mass merchandisers offer standard aluminum foil, available in various lengths. Giant Eagle, Pittsburgh, PA, sells heavy duty foil wraps, described as strong and flexible. Harris Teeter offers a heavy duty option as well, which costs less than Reynolds Wrap–Harris Teeter brand is $3.59 for 50 sq ft while Reynolds Wrap 50 sq ft heavy duty foil is $3.89. Although the prices are close, a penny saved is a penny earned. At mass merchandiser Kmart, the price gap is wider–a 75 sq ft box of American Choice foil wrap is $2.79, while the same sized box of Reynolds wrap is $3.59. Kmart uses a bright blue and silver background and large block letters in white. Below the words Aluminum Foil, the retailer informs shoppers that the product is for baking and storage. Target’s packaging is simpler, as it only features small lettering stating ‘aluminum foil.’ However, with its blue and red background and trademark bulls-eye, the box stands out on shelves. The design of Giant Eagle’s aluminum foil packages is a bit busy, but the colors on the box are yellow, green, and blue, which make it noticeable next to national brands such as Reynolds Wrap. Despite the fact that there are a few new national brand products showing up on shelves, PLs seem to be doing well by continuing to offer basic foil wraps at lower prices. The rise in sales of PL foils along with data showing that PL foils comprise 27.92% of the category proves that shoppers are continuing to purchase PL aluminum foil–perhaps because the low prices enable them to leave the store with a bit more money in their wallets. Recommended suppliers
Products described or shown in this article are not necessarily available from these suppliers. For more suppliers see current Private Label Directory & Buyer’s Guide. |
