Tubes stand out on a shelf precisely because they are different. In a row of rectangular boxes, a cylinder gets noticed. That differentiation has real commercial value, especially for brands competing in crowded retail environments.
Our consultants have helped brands decide between a tube and a box many times. The conversation always comes down to the same factors: how premium does the product need to feel, how does the customer open it and what is the shelf footprint. If the answers are 'very premium, slowly and deliberately and we want to be distinctive' a tube is almost always the right choice.