Why consumers suffering from ‘wrap rage’ should count to ten

A recent survey by Which? has reported that two-thirds of consumers are becoming increasingly frustrated by ‘wrap rage’, which is caused by the packaging on everyday products being “too hard” to open.

Moulded plastic 'clam-shell' packaging is reportedly the main offender, followed by shrink wrapping and peel-off coverings. According to the survey of more than 2000 consumers, four in ten people have even hurt themselves while trying to open packaging over the last two years.

Which in turn must mean the designers, developers and manufacturers that have spent hours, months, years even, perfecting designs, materials, closures, machinery and logistics for the production of packaging that is tamper-proof, food-safe and secure in transportation must be increasingly frustrated themselves.

Plastic packaging has come a long way and ranges from the basic to the downright ingenious. Despite the fact that some consumers might find it a bit fiddly, innovations such as the ability to increase shelf life, protect from damage, bacteria and breaking, are all additions that, were they not there, would leave consumers with a lot more problems than just ‘wrap rage’.

Of course, feedback is important to ensure that packaging design continues to evolve, however, to those frustrated consumers, next time you’re wrestling with wrapping or prodding at plastic, it might be worth counting to ten to weigh up how the benefits might just be worth the fight.