Secondary packaging is where retail strategy gets executed. A bottle alone doesn't sell on a shelf — the carton does. Secondary packaging carries the brand identity, the regulatory information, the structure/function claims, the ingredient deck, the dosage instructions, and the supporting copy that converts shelf glances into purchases.

Common types and costs:

• Folding cartons (paperboard boxes): The default for premium supplements, cosmetics, and gift-positioned products. Cost: $0.15-0.80 per carton at volume. Custom dies and high-quality printing add $0.10-0.30 per unit.
• Shrink sleeves: Full-bottle-coverage printed plastic that shrinks to fit. Provides 360° branding canvas. Cost: $0.10-0.45 per sleeve. Plate fees $800-2,500 per SKU.
• Pressure-sensitive labels: Adhesive labels applied to the primary container. Cost: $0.05-0.30 per label. Most common on bottles.
• Neck bands: Short shrink sleeves on bottle necks. Used for tamper evidence and brand reinforcement. Cost: $0.03-0.10 per band.
• Product inserts: Printed paper inserts inside the secondary carton — dosage instructions, marketing material, brand storytelling, QR codes. Cost: $0.05-0.40 per insert.

For supplements, the secondary packaging carries the Supplement Facts panel, the structure/function claim, the FDA disclaimer, the lot number, and the expiration date. Regulatory compliance lives or dies here. A printing error on the Supplement Facts panel forces a relabel, and a relabel costs $0.30-1.50 per unit plus the lost weeks.