I’d look at it another way.
Figure out what your product cost is. Probably similar to competitors or a bit higher if premium. Figure out how much above the competitors you can sell at and go from there. % is pretty irrelevant, esp. when you take things like volumes (ie. you making low volume vs. costs at high volumes) into account.
For example -
If average competitor sells for $20
Your product you feel is 20% better, so you can sell for $20 + 20% = $24. Back out of that your margin and cost of goods and you have what is left for packaging.
Unless you can bring something totally different via packaging, in which case you can demand more, say it’s $20, but comes in a reusable tin.
It’s more a function of your margins and costs than %s. Generally the higher premium level the product, the higher % in costs the packaging is…
R