Silgan Containers Corporation

Consumer convenience drives sales lift

Did you know that consumers tend to select a can with an easy-opening (EZO) end out of their pantry first? Research shows that not only are consumers willing to pay more for the convenience of EZO ends, but they tend to let products with traditional ends continue to sit in the cupboard while brands with EZOs are selected first. Click here for Shop-a-long study and videos.

There’s more good news. Brands that convert to EZO ends realize sales lift, due to consumer preference. Within the dog food category, first, second and even third movers have experienced sales lift. Click here for pet food study.

Plus, most brands tend to support a price increase after conversion. A quantitative, discrete choice model shows that not only do consumers overwhelmingly prefer EZO over traditional can ends, but most brands would also be able to support a price increase. Click here for EZO DCM study.

There also tends to be an increased price gap between branded products with EZO ends and private label alternatives with sanitary ends. The fruit category provides just one example of how EZO ends provide convenience and differentiation. Click here for fruit category study.

Giving consumers what they prefer, also gives processors sales lift and an improved value positioning. We think it’s a great win/win.

Ease of opening research

Convenience research

Differentiation research

Reclosability research