Packaging becomes sometimes a neglected tool because manufacturers do not carry out any marketing research and also do not test the reactions and behaviour of consumers. It conducts to such state that packaging does not meet completely current trends and also customers’ expectations. Marketing shaping of the product and its packaging must be in the strongest way adapted to conditions that dominate at the market and also to the consumers’ needs. To a considerable extent facilitates it the market research oriented to discover and emphasize such features and properties that are of greatest importance for potential consumers.