When it Comes to Nutraceutical Packaging and Labeling, What’s on the Outside Counts, Too!

By 2025, the global market for nutraceutical products is projected to reach $578.23 billion according to a December 2017 report by Grand View Research, Inc. There’s no doubt about it – capturing a share of this burgeoning market can be profitable, but will be increasingly difficult, as more competition enters the field.

As the demand for nutraceutical products grows, inevitably, consumer demands will evolve. And, as you probably already know, consumers view packaging – whether consciously or not – as a key factor in making buying decisions. Packaging and labeling can make or break products in this category – maybe even more than in other categories.

Changing demands must be met by changing packaging.

With a growing awareness of health issues and an aging baby boomer population, producers and packagers of nutraceuticals that want to thrive must stay in touch with the changing demands of consumers. In addition, they’d better be committed to – and willing to invest in – making changes to their product packaging to align with consumers’ desires.

E-Commerce presents a different set of concerns for nutraceuticals.

Online vitamin and supplement sales are increasing 12% faster than the e-commerce average. As more nutraceutical manufacturers look to grow online sales, they must also tackle the challenges posed by the e-commerce model. For example, shipping may mean that your products will be bundled with other non-similar products. And the conditions (moisture, temperatures, etc.) will most likely be unknown. Weight and size are also of greater concern.

Failure to provide the necessary packaging features that stand up to the conditions of e-commerce distribution will result in a poor consumer experience that will reduce sales and could even lead to the end of the brand.

Stand out with disruptive package and label designs.

Whether consumers purchase their nutraceuticals online, or in a store, they are overwhelmed with options. In the nutraceutical space, it’s becoming even more necessary to develop packaging and label designs that disrupt the eye of consumers and grab attention.

But, while important, the focus on differentiation cannot be allowed to trump the other critical factor in consumer decision-making: trust. Because product credibility and trust in nutraceutical brands so heavily impact the buying decision of consumers, it’s vital for nutraceutical manufacturers to invest in the right packaging to convey that credibility, while standing out from the crowd.

Should flexible packaging be in the mix?

For manufacturers of some nutraceuticals, thinking outside of the traditional bottle should be part of their plan. Consumers love flexible packaging – as long as it delivers a quality product in the expected condition. Flexible packaging, such as pouches, films, bags, envelopes, sachets, wraps, stick packs and foils–stand-up and lay-flat–are all types of flexible packaging widely used by manufacturers today. These types of packaging can offer maximum impact without taking up a large footprint on store shelves and easily stack or nest for display or transportation.

Environmental concerns of nutraceutical consumers.

A growing number of consumers are committed to environmental responsibility. To consider environmentally friendly packaging options is especially wise for nutraceutical manufacturers, as sustainability is especially important to nutraceutical customers. Because many of these consumers are looking for a natural alternative to traditional prescription drugs, they are more likely to show concern for the environment. Products packaged with too much wasted material can be a turn-off to these consumers. In addition to being convenient, flexible packaging can offer an efficient option that appeals to this segment.

It’s an added benefit that flexible packaging can reduce production, inventory and transportation costs to manufacturers.

Labels and packaging that sells, informs and teaches.

If a company opts to utilize a material or container that is unfamiliar to consumers, providing proper disposal instructions on the label and proactively marketing the sustainable innovation will help to ease the learning curve.

Expert advice to ensure the best packaging solutions.

Century Label recognizes the fact that custom printed labels are a vital component of nutraceutical marketing. Nutraceutical products combine dietary and medicinal properties and include many health and beauty benefits.

We’ll help you highlight your ingredients and features with attractive and easy-to-read custom nutraceutical labels. We’ve been creating professional and informative nutraceutical packaging that will earn the initial trust of potential customers and encourage them to try your product.

Our expertise includes the printing of nutraceutical labels, shrink sleeves and flexible packaging in multiple shapes and sizes, including tamper-resistant versions.

An effective nutraceutical marketing plan includes a very intentional packaging and label design. It almost goes without saying that nutraceuticals require the right form, function and design. Because so many factors enter in, it’ll pay to include a reputable label and packaging expert with a solid nutraceutical track record.

For a no-obligation, confidential initial consultation with one of our nutraceutical packaging experts, click here.

We’re No Old Dog. We’re Always Growing – for You.


Century Label’s Contract Packaging Association membership is part of the plan.

Who says you can’t teach an old dog new tricks? While Century Label, a division of CMC Group Inc, has spent more than 35 years providing award-winning printed materials, custom pressure sensitive labels, shrink sleeves and flexible packaging to brands across the nation, we are no old dogs!

We continue to invest heavily in increasing our level of expertise and expanding our capabilities. Advanced software, the latest equipment, and people who are always learning, growing and improving. That’s our commitment.

Please excuse us, while we toot our own horn for a minute.

With onsite printing facilities, state-of-the-art equipment, and experienced production and graphics teams, we’re a G7 Master Printer, committed to meeting your unique packaging needs. We’re known for our award-winning digital and HD flexo print quality, our flexibility, and our state-of-the-art color management system, as well as highly personalized printing. (One print run—no two labels are alike.)

Since 1980, Century Label has had a solid reputation for exceeding the expectations of our clients in several markets, including:

But we’re not resting on all this recognition and acclaim. In fact, we’re working even harder to stay at the top of our game.

So, why CPA Membership? We do it for you.

Our membership in the Contract Packaging Association is an investment in our continued growth and expanding ability to serve you.

Here are just a few of the advantages we gain from our CPA membership and share with our valued customers:

  • Industry insight – The ability to stay up-to-date on what’s happening in the labeling and packaging industry, including technological advances in products and processes.
  • Legal consultation – The ability to stay ahead of food and drug regulatory law with an emphasis on packaging and labeling issues.
  • Access to CPA educational collateral and events – Opportunities to expand our knowledge through CPA educational events and materials. This is one of many resources for us.
  • Industry impact – Opportunities to participate in invitation-only industry events and forums, so we can share our customers’ needs and desires – and our own learning experiences –  with a group that has the power to impact meaningful change in the contract packaging industry.
  • Networking – The CPA is a vast network of printing professionals, including co-packers that may empower us to better meet specific needs of customers.

It’s all about you. Really, it is.

We know, you’ve heard that line before. But before you click away, let us reassure you that we mean it. To the core of our business, we’re making daily decisions through the filter of our customers, what they want and need, and the way their product gets packaged, labeled, displayed, sold, and used in homes and businesses.

With that in mind, we’ll never stop investing in gained knowledge, and the application of that knowledge. All with the goal of providing leading edge label printing, shrink sleeves and flexible packaging to brands across the nation because we’re no old dog!

Upcoming Webinar: Think Outside the Box – Literally



April 25, 2018

May 15 Webinar to Highlight Creative Flexible Packaging Ideas

Think Outside the Box Literally

BOWLING GREEN, OH – Packaging today is not just a way to hold a product. It’s a silent salesperson communicating and engaging with consumers from the shelf. 

You may already be using flexible packaging, but is it creating the results you want? If not, it’s time to think outside the box – literally.

Join flexible packaging experts Joe Kay and Jonathan Jakubowski May 15, 2018 from 2-3 pm EDT as they present Flex Pack 2.0: Five Creative Flexible Packaging Ideas You Need to Know.

  1. Dominating with Digital Production
  2. Protecting Your Brand from Counterfeiting
  3. Personalizing Your Brand Story with Augmented Reality
  4. Honoring the Earth
  5. Portioning Perfection

“Packaging today doesn’t have to be boring,” says Century Label Key Account Manager, Joe Kay. “Creative flexible packaging solutions can be used to engage customers on an entirely new level, strengthening brand identity and moving more product.” 

This webinar is intended for:

  • Brand & Product Managers
  • Marketing Executives
  • Packaging Designers
  • Private Label Manufacturers
  • Entrepreneurs

If you want to hear about the most contemporary and creative flexible packaging ideas available today, this webinar is for you.

Space is limited. Don't miss this opportunity to create lasting impressions on the shelf and in the minds of your customers.

To register for the free, one-hour webinar, click the link below and complete the form.


About Century Label

Located in Bowling Green, Ohio, Century Label has over 35 years of award-winning printing experience. Providing custom printed products to businesses and individuals nationwide since 1980, Century Label specializes in precision printing and customer care. With onsite printing facilities, state-of-the-art equipment, and an experienced production team, Century Label is committed to providing custom printed products to meet each of our customers’ needs. Visit centurylabel.com to learn more.

Flexible Packaging as a Marketing Tool


You have a great product. You’ve developed, refined, and perfected it until you have a product you’re proud of and that has great profit potential. Whether your company revolves around a single product, or several product lines, chances are, you’ve invested a ton of time, energy and other resources to get to this point.

Now, what about packaging? The type of packaging you choose for your product will have a huge impact on its success. Factors like freshness, protection, and convenience will impact how your product is perceived by consumers – and whether they’ll buy it repeatedly. Packaging choice obviously plays a major role here. But are you giving packaging enough credit for its ability to impact your product’s success through branding and differentiation? What about product information and education?

The first two installments of this three-part blog series on flexible packaging discussed the many types of flexible packaging available. We covered which types of flexible packaging may be best for various products, and the potential cost savings involved. Here, in Part 3: Flexible Packaging as a Marketing Tool, we discuss the advantages of flexible product packaging when it comes to marketing your product.

The ability to use every square inch of the package.

Since flexible packaging is printed while flat, the capability is there to print on every square inch of the package, essentially turning the whole thing into a label.

The entire package can be a bright, eye-catching color. Additional colors, graphics, even photography can be added. Front, back, sides – even the gusset – can carry product messaging and information. So, with flexible packaging, you can include all regulation-required information, and still have plenty of space for product features and benefits, plus eye-catching graphics and call-to-action.

The right packaging allows you to differentiate.

Yours may not be one of them, but we find that many companies still view their product packaging as an afterthought. A tremendous commitment of resources goes into the painstaking creation of their products, but the wrong – or underutilized – packaging can whittle away at the products’ chances of success.

It pays to view product packaging as an essential part of your branding, marketing and merchandising efforts. The packaging you choose can attract consumers and sway their purchases, right at the decision point. Will consumers notice your product amongst the sea of competing products? Will they properly perceive its value? Quality? Flavor? Packaging helps determine all of this.

Packaging has become an integral part of every successful company’s marketing mix. And we have seen a major shift toward flexible retail packaging, and a wide recognition of the power it has to build brands and attract loyal customers.

Choosing the right flexible packaging is vital.

With so many sizes, shapes, materials and printing processes available within the flexible packaging arena, it’s a good idea to do your homework. A good, knowledgeable packaging and labeling expert can help you look at every aspect – including what kind of package messaging is important to the success of your product.

Questions to consider include:

  • What is your competition doing?
  • How do consumers feel about existing products in your category and how they’re packaged?
  • Are there consumer complaints or requests that you can address through the right flexible packaging?
  • What colors, graphics and messaging are you seeing on your close competitors’ flexible packaging?
  • Pouch functionality – how is the consumer using your product?
  • How could flexible packaging help you continuously update your product design, so your product doesn’t become overlooked on the shelf?

Flexible packaging. A powerful tool.

Product packaging is vital to every product’s success, this we know for sure. Flexible packaging, specifically, can be a powerful tool in your marketing and branding tool kit. It must be eye-catching, intuitive, and functional. Flexible packaging allows manufacturers to package their products to answer these consumer demands.

Eye-catching is possible when you work with a flexible packaging supplier that has cutting-edge print capabilities. Full color. Wide web. Roll stock. The options for designing and producing eye-catching packaging are virtually endless.

Creating lasting brands in consumer goods involves the right packaging.

Designed and printed correctly, flexible packaging should have the following characteristics. It should be:

  • Visible - Stand out from the competition and have stopping power.
  • Visceral - Create positive emotional reactions with consumers resulting in a preference.
  • Memorable - Pass the memory sketch test.

Here’s more on each of these points.

Powerful visible brand identity.

A powerful brand identity visually captures the unique essence of the brand strategy. It also connects the heart of the brand to consumers in a memorable way. Flexible packaging allows the freedom to accomplish this through full-package print, texture, colors and shapes.

Visceral expression of the product.

The visual impact of your flexible packaging design should express the unique part of the product experience, and emotionally engage consumers’ senses to create a craving for the product. An example of a tool we use to involve the senses, is soft touch matte. Consumers find it hard to resist touching product packaging that includes this soft-to-the-touch effect. And consumer engagement increases the chance of a sale.

Flexible packaging, a background for impact.

The right packaging background creates dimension, and pulls consumers in. Colors and textures can be used to create visible brand blocks, product differentiation in retail settings, and contribute to the product’s memorability.

Make the most of the power without.

While it goes without saying that what’s inside the package must be good, your product packaging can be the turbo power of your marketing and branding. As a (literally) flexible option, flexible packaging – done well – involves each one of the points above.

Flexible packaging can not only protect and store your product, it can present your product in the best light. It can display the price and value of your product, communicate the features and benefits to consumers, and influence them to choose your product over countless others.

Even if your product is the very best on the market, the wrong packaging can keep it from moving off store shelves. And the right packaging can be the turbo boost your product needs to start flying off store shelves and into the hearts and homes of consumers.

Once you determine that flexible packaging is right for your product, find a trusted supplier with extensive capabilities and experience–one that can help you design and produce a packaging powerhouse for your product. After all, it may be what’s on the inside that counts, but It’s on the outside that products are discovered and chosen in the retail space.