For every product going on sale we can determine the basic features that define its properties, purpose and method of use, but also to what extent it fulfills its purpose. Groceries are no exception. In times of enormous competition on the market, any characteristic feature of a product that can increase its attractiveness in the eyes of customers, it also increases the chance of increasing sales, and therefore also greater profit for the manufacturer. This means that when creating a product, it is worth ensuring that it meets the current needs and expectations of consumers, which will make them more willing to buy it. But what are the most desirable product features?

Why are clearly defined product features crucial to its success on the market?

Modern consumers value convenience, ease and speed of shopping. It is no wonder that they willingly reach for products that clearly communicateits most important features, such as composition, origin, method of use, expiration date. The issue of the packaging itself is also important - attractive packaging can encourage people to choose a specific product, this is the so-called buying with your eyes. By emphasizing the product properties that are important from the perspective of buyers, we can conduct more effective marketing activities and increase our presence on the market. To do this, however, you need to know your target group and their expectations well.

How do we know what customers expect? This is where all kinds of consumer research and tests come in handy, which provide answers to important questions, including: this: 

  • what are the expectations and needs of consumers,
  • how our product is perceived compared to the competition,
  • what features encourage you to buy and what can be improved,
  • how customers rate their satisfaction with purchasing our product.

Additionally it is also worth conducting a market analysis, i.e. get to know the competition well, which will give us knowledge about what works and what is worth giving up. Learning the characteristics of other offers appearing in our market segment will also allow us to identify their potential gaps and deficiencies, the filling of which within our own activities will help us create a unique offer.

Product features – examples

  • Good composition: When it comes to food, one of the most important issues is undoubtedly its composition. It is worth ensuring that the packaging contains the most important information for the consumer regarding the quality of ingredients and the lack of artificial additives. Many people also have specific dietary requirements, but they do not want to waste time comparing the composition of each product, which is why they prefer to choose food with clear labeling, e.g. that it is a local, domestic, organic, vegan, gluten-free product, etc. 
  • Packaging: There are several issues related to packaging in the food industry that are worth paying attention to. Of course, aesthetic packaging definitely increases the attractiveness of the product, but it is also important:
    • a kind of package: currently available, for example, active packaging that affects the quality and durability of food,
    • opening/closing method: in the case of food that is usually not used in its entirety at once, e.g. a package of yellow cheese, customers appreciate packaging that can be tightly closed again after opening,
    • packaging: growing ecological awareness makes consumers more willing to choose products whose packaging is recyclable and/or made of recycled materials.
  • Size: The size of the packaging is particularly important for fresh products that need to be used relatively quickly. A great example here would be a package of lettuce or a box of salad - if every manufacturer on the market offers large packages of the same size, it is worth conducting consumer research to check whether this is actually the optimal portion of such a product for an average customer. It is possible that customers will be more willing to choose smaller packages, and their introduction will make us stand out among competitive offers.
  • Durability: This is a very important feature of food products: which can be used for a long time and which should be consumed as soon as possible? Clear information regarding shelf life on the packaging is extremely important, because even products from one category may differ in this respect, e.g. due to different processing methods. So if we have a product that maintains its taste for a long time, it is worth emphasizing it.

A food product whose features meet specific market expectations has a much greater chance of success because it will be more willingly purchased. Food producers and distributors know this very well, which is why they take care to emphasize the advantages and benefits of the offered goods at every stage of production and sales. For example MPT Stanro meat wholesaler pays particular attention to the quality, freshness and diversity of the product rangethat reaches the recipients, because we know that these are the features that they are most looking for.