The Influence from Packaging Design Elements of Child Food on Quality Perceptions of Beninese’s Consumers

Abstract

Child malnutrition is a major problem in Benin, where 31% of children under five are stunted and 5% are wasted. The artisanal production of affordable, tasty and nutritious baby foods by local women entrepreneurs could help alleviate the problem. However, appropriate, professional and attractive packaging is needed to minimize spoilage and access markets in urban and peri-urban areas. The aim of our study was to identify the elements that could potentially communicate positive quality attributes on the packaging of infant formula for mothers. To this end, a photovoice study was conducted in the Parakou community in northern Benin with 15 mothers of children under the age of five. The photovoice methodology describes the experiences and perceptions of participants through photographs. The results showed that thirteen photos of different elements such as nature (fruits, trees, gardens), people (babies) and utensils had a positive value for the mothers. It remains to be verified whether the representation of these elements or their derivatives on the packaging of children's foods would create interest and confidence in the acceptance of these foods by mothers. This could become a competitive advantage for local producers of infant foods in the face of competition from imported products.