How Packaging Influences Purchase Decisions

A 2025 McKinsey study found that 72% of consumers say the way a product is packaged influences whether or not they buy it, even when there’s no branding involved.

That’s because packaging plays a quiet but powerful role in how customers experience your food. From the way it feels in hand to how it holds up during delivery, takeaway packaging sends a message about what your standards are, and even whether or not customers will order from you again.

Here’s what the science (and customer behaviour) tells us:

1. It Sets the Tone

First impressions matter. A well-structured, spill-resistant container made from compostable or high-quality materials signals care - even without a logo. Customers often associate good packaging with better hygiene, fresher food, and greater professionalism.

2. It Reinforces Quality

Packaging that keeps food at the right temperature, prevents sogginess, and arrives intact helps your food (or juices and smoothies) shine. Research shows that poor packaging is one of the top drivers of negative delivery reviews, which is something no business wants.

3. It Aligns with Customer Values

Eco-conscious customers are increasingly checking for signs of sustainability, especially when ordering from local businesses. According to a 2025 survey, 37% of consumers have walked away from purchases due to unsustainable packaging, and 3 in 4 say they trust environmental claims when backed by compostable materials or certifications.

Looking for certified sustainable packaging? Shop our BioAfrica range >

What to Look for When You Choose Your Packaging

• Material quality
  Durable and food-safe options like kraft paper, aqueous board, and PLA lining help your food stay fresh and presentable.
  
  
• Temperature performance
  Choose bowls and lids that insulate hot and cold food well. No warping, no leaks.
  
  
• Sustainability
  Certified compostable or recyclable materials are no longer a nice-to-have. The reality they’re becoming a customer expectation.
  
  
• Consistency
  A seamless supply of packaging ensures that your service isn’t disrupted by sudden shortages or replacements.

At CapeCup, we offer a wide range of packaging designed to work hard in real kitchens and on real delivery routes. From smoothie cups and soup containers to salad bowls and cutlery, everything is chosen for quality, function, and purpose.

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Sources

1. McKinsey & Company (2025). Do US Consumers Care About Sustainable Packaging in 2025?
   https://www.mckinsey.com

2. The Wall Street Journal / Aura (2025). Shoppers Are Slowly Turning Away From Plastic Packaging.
   https://www.wsj.com 

3. Shorr Packaging (2025). Sustainable Packaging Consumer Report.
   https://www.shorr.com