Demand is growing globally for health-in-a-bottle products—those sold in daily dose formats on the basis of health claims, as a segment of the umbrella category of products that help maintain intestinal health. Marketers are introducing more health-in-a-bottle products as consumers appear increasingly interested in looking after various aspects of their well-being by consuming a health drink each day.

Suave’s redesign shows that cost savings don’t have to compromise consumer wants.

Last month, we also asked for your thoughts on this question: Do new packages tend to originate through the supply chain (push) or through consumer/retailer demand (pull)? Why, and has the point of origin changed from five years ago? Your answers were split about evenly between push and pull. Here are some of your responses.

Clarity in communicating what a product does is crucial when product and category are unique. Consider aquaICE, Dublin, OH. The company took a fresh look at its premium ice cubes in the shelf-stable form of purified water filled into sealed trays and boxed for sale. At home, consumers freeze the trays as needed and place the cubes directly in beverages.

The package is becoming essential in marketing, and a good brief invites critical thinking earlier from those with packaging savvy.

They’re 16 to 24 years old. They’re brash, mature in life experience, difficult to shock. Collectively, this coming-of-age group within Generation Y is millions of consumers strong, and if your brand doesn’t speak their language, it may fall behind with this group as its spending power grows. Packaging profoundly impacts which brands.

Brand identity and packaging create premium Select line while also tying into the parent brand’s equity.