From screw tops to resealable packages of all types, it’s getting harder and harder to open them – and in some cases close them. Whereas I used to notice issues intermittently, they’ve now become pervasive. It’s a monumental example of poor customer service in the name of efficiency, cost savings, and tech-related changes. 

Consumers, particularly older ones, who typically have to use pliers to open screw tops on everything from dairy products to water and wine, are getting ever-more frustrated. Resealable packages of all types often require heavy-duty torque to open, then the patience of Job to reseal, given temperamental resealing technologies.

Per USA Today in a year-end 2024 article: “It’s not your imagination: Beverage containers for milk, soda, and water have gotten harder to open in recent years because their plastic screw top caps have been shortened to save plastic…It’s a subtle shift in products opened by millions of Americans every day – a change the industry touts as saving not just plastic but also weight, both of which lead to less energy to transport them, a lower carbon footprint, and a lower cost to produce the packaging.”

A wide array of frustrating packaging protocols account for the difficulty consumers are experiencing, in addition to cost-efficiency measures that can run counter to prudent customer service practices, and design oversights where packaging user-friendliness is not a top priority. Other issues include material shrinkage after manufacturing, caps screwed on too tightly by machines, and pressure buildup caused by cooling that creates a vacuum. With carbonated-drinks, gas pressure can make the cap harder to open. Cap overtightening and the above-mentioned shortened caps, making gripping and twisting off more difficult, are two other customer service culprits. 

Then there are packaging practices that can frustrate consumers but are a double-edged sword – serving safety, durability, and environmentally-friendly “higher purposes.” They include safety and tamper-proof packaging with tamper-evident seals and child-resistant containers, better durability resulting in less breakage that consumers must address, and the use of eco-friendly materials at the expense of user-friendliness.

Countering ‘wrap rage’

A Wikipedia report focuses on another packaging area: “Wrap rage, also called package rage, is the common name for heightened levels of anger and frustration resulting from the inability to open packaging, particularly some heat-sealed plastic blister packs and clamshells. People can be injured while opening difficult packaging: cutting tools pose a sharp hazard to the person opening the package, as well as to its contents.”

A Vistaprint.com 2025 report asks: “Is your packaging so frustrating to open that customers regret their purchase?…Frustration-free packaging is all about making customers’ unboxing experience as smooth as possible. Imagine getting a new gadget and, instead of wrestling with layers of plastic and stubborn twist ties, you open the box easily and start using your new toy immediately. That’s the essence of frustration-free packaging…Initially launched to curb ‘wrap rage’ – the fury we all feel when packaging fights back – this sustainable solution was popularized by Amazon and its Frustration-Free Packaging (FFP) program for e-commerce businesses. But it’s not just an Amazon thing. Frustration-free packaging has grown beyond its roots to become a widely-adopted packaging philosophy.”

The Vistaprint report continues: “At its core, the frustration-free concept is a hassle-free solution that minimizes waste and makes packaging easier to open. Designed to be simple to get into – no scissors, no knives, no headaches – frustration-free packaging presents a straightforward unboxing experience that leaves you with less waste to deal with…Designed with the user in mind, frustration-free packaging has features like tear strips, perforations, and easy-to-remove tabs that make it easily openable.”

While these customer-friendly benefits are compelling, there are drawbacks to frustration-free packaging, according to Vistaprint. They include: “Less creativity: Simplicity can mean less room for experimentation in design, potentially missing a chance to tap into packaging design trends…Fewer branding opportunities: Plain packaging reduces the chances of using it as a marketing tool for branding purposes…Higher upfront costs: Switching to frustration-free packaging might require a costly initial investment in new materials or equipment…Limited customization: Standardized packaging can limit how much you can customize for specific products or marketing campaigns.”

As with the evolution of all processes, development of less frustrating packaging solutions will continue even as current practices create mounting consumer frustration. In an effort to inform in a way that can make consumers understand both the challenges and potential solutions, consider using labels to promote access to useful education. One obvious choice is to include a QR code on the label directing consumers to in-depth digital information. Just don’t place the QR code on the interior portion of a peel-off label, as these too often prove difficult to open, as well.

Mark Lusky (www.markluskycommunications.com/mark-lusky-bio) is the president of Lusky Enterprises, Inc. (www.markluskycommunications.com), a 41-year-established marketing communications company dedicated to clients that live and breathe trust, likeability, and respect (thereby eschewing the “lie, cheat, steal” culture so prevalent today). Contact him at: 303-621-6136; mark@marklusky.com.