Customers like EZO

PRS, an independent firm, has identified which functional features make a difference.

  • No need for can openers

  • Safer

  • Easier

  • Faster

  • Intuitive

  • Convenient

  • Keeps top from falling in the can

“You don’t have to open it with a can opener and usually there’s enough in a can for one meal for whoever is home in my house.”

“I know not all of them do (have a pull top), but when they do it’s nice.”

“Well, I certainly like the flip top lids on the soup cans, that’s probably it.”

“I like the flip top ends very much, it’s much easier. So, I’m partial to those.”

“A flip top, kind of like a beer top. Very easy, pull it, pull it back, heat it up and it’s ready to go.”

“Pop the thing – It’s nice. I do like it”

“Flip top. I have two cats and two dogs and every day before I go to work they have to be fed. And it’s so much easier to just flip the tops and leave four cans out for them and go.”

“Pop top, to me that’s great. You don’t have to search around for a can opener and when you do open it, it falls inside and then I’ve got to fish it out.”


Consumers are Willing to Pay More for EZO

When asked if they are willing to pay more they responded with…...
  • Sure, they already are and they know it

  • Just don’t go over the top with your price

  • It’s cents, so it’s not a big deal

  • Especially once a product is on their menu of items a few pennies more will not deter most purchases

“A few cents, but certainly not 99 cents versus $1.59. If soups went on sale for 2 for a dollar I would certainly take the time to do this.” (Made the motion of opening a can)

“Probably (cost more) I don’t know, cents. No, not a big deal.”

“Yes, but that doesn’t bother me to pay extra (for features) unless it’s way over the top extra – double the price or something like that. A quarter more isn’t that much more. Like if something is $1.19 you don’t want to pay $2.19, but maybe you’ll pay $1.59 for the added convenience.”

“This is a wonderful feature (OS handle).”

“Oh, I’m sure I would be (paying more).”

“But something like this (OS) it’s easier for the kids to get it out of the refrigerator. Less spillage probably. And with the soups it definitely makes it easier for them if they can’t get the can opener going or whatever.”

“Oh, I’m sure I would be (Paying more for it).”

 


Increased Usage of EZO Occurs in the Home

  • Family might gravitate to convenience oriented packaging once it’s in the pantry

  • Lifestyle plays a bigger role. If they’re on the go, convenience needs will surface

  • If there are kids at home, convenience foods give them more independence
    • Can get their own meals and snacks
    • Don’t have to wait for an adult
    • Adult less concerned
  • Quick Top® ends are a feature that can fit this lifestyle need

“The kids or my husband would grab something like this first.” (EZO end)

“The reality is I don’t have much time, so generally I’ll go to the canned vegetables.” (Prefers fresh)

On a Saturday afternoon if we’re running around doing stuff I can heat up a few cans of that (soup).”

“Anything that makes it easier to be a little more self-sufficient (is good).”

“The Pop Top, it does make it easier for the kids to open.”

“I do (like pop tops) because it does make it a little independent for them if they can’t get the can opener going.”

“Pull pop. It really doesn’t make a difference because I have one of those automatic can openers. Maybe this would be beneficial to someone older.”


Convenience Features can Expand In-Home Usage Occasions

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My Kids and Husband Would Choose… When There’s an Option, I Choose…


Ease of opening research Convenience research Differentiation research Reclosability research


Silgan Containers Corporation 21800 Oxnard St., Ste. 600Woodland Hills, CA 91367
Phone: 818.348.3700 | Fax: 818.593.2255
Copyright © 2008 Silgan Containers Corporation. All Rights Reserved. Legal Notice



Silgan Containers Corporation
21800 Oxnard St., Ste. 600
Woodland Hills, CA 91367
Phone: 818.348.3700
Copyright© 2008
Silgan Containers Corporation.
All Rights Reserved. Legal Notice