A product’s success isn’t just about quality—it also depends on the right packaging. Before choosing packaging for your retail business, it’s important to understand the three levels of packaging: Primary, Secondary, and Tertiary Packaging. Each serves a different purpose, making them essential considerations when developing your packaging strategy.
Why is it important to understand the levels of packaging?
Understanding the different levels of packaging is key to creating an effective marketing strategy. Packaging reflects your brand’s values and quality, helping your product stand out in a competitive market. Well-designed packaging not only attracts customers but also builds trust in your brand.
By knowing the role of each packaging level, you can develop a cost-effective packaging strategy that meets customer expectations. Once you determine the types of packaging you need, it becomes easier to decide whether stock or custom packaging is the right choice for your business.
Three levels of packaging:
1. Primary Packaging
Primary packaging, also known as retail or consumer packaging, refers to the first layer of packaging that directly contains the product.
Examples:
- Lipstick tube
- Plastic water bottle
- Potato chips bag
The major purpose of primary packaging is to protect the product from damage while preserving its quality. It also plays a key role in product identification, providing essential details like ingredients, expiration dates, and usage instructions. Additionally, primary packaging serves as a powerful branding tool, helping to attract customers and promote the product.
With growing environmental awareness, many consumers now prefer eco-friendly packaging. As a result, the use of sustainable materials—such as recycled or biodegradable packaging—has become a rising trend in the industry.
2. Secondary Packaging
Secondary packaging adds an extra layer of protection to a product and is designed for efficient storage and transportation. It is often stackable, making it easier to move and store in bulk.
Examples:
- Cardboard box that contains lipstick
- Stretch wrap that holds a 24-pack of water bottles together
While secondary packaging is typically discarded after the product is opened, it still plays an important role in marketing. Eye-catching designs can attract customers on store shelves, while manufacturers can use this layer to display additional product information, such as regulations or usage details. It also helps keep individual products organized, making it easier for retailers to stock and handle them efficiently.
3. Tertiary Packaging
Tertiary packaging, also known as transportation packaging, is designed for manufacturers, warehouses, and logistics. Unlike primary and secondary packaging, its appearance is not a priority. Instead, its main function is to protect products during shipping and ensure efficient storage and handling.
This type of packaging is often designed to minimize storage space while maximizing protection. Some brands, particularly in e-commerce, also combine secondary and tertiary packaging to reduce the materials used.
Examples:
- Corrugated box holding 100 lipsticks
- Shipping box used for online orders
- Pallet or crate containing multiple packs of water bottles.
Additionally, filling and cushioning materials such as packing peanuts, dividers, die-cut foam, and bubble wrap also fall under tertiary packaging, as they help prevent damage during transit.
In short…
What’s next?
Understanding the different levels of packaging and their functions helps businesses determine the right packaging for their products. Once you’ve identified your packaging needs, the next step is deciding whether to choose standard stock packaging or invest in custom packaging.
Read more about Stock Packaging vs Custom Packaging
