Diagnostic packaging impact assessment research
Sector- FMCG, Food product
Business Practice- Market Understanding, Shopper & Retail
A brand of fresh food was losing shares in a segment where they have been the market leader. Despite the introduction of a new packaging design, the brand continued to lose share to competition. To arrest this, the client wanted to assess the impact of the new pack on decline in shares.
A shop shelf assessment was conducted with both old and new packs from the brand as well as key competition to gauge spontaneous preference as well as understand the difference between old vs. new pack. Focus Group Discussions were then conducted for deeper understanding of the category, choice drivers, brand preference and packaging.
To understand impact among current users as well as those who had recently stopped using the brand, the study focused on meeting both users as well as recent lapser to a key competition brand.
The study found that loss of shares in fact was not a result of dissatisfaction with new pack. New packaging was acknowledged as a marked improvement vs. old. The critical issue lay in the brand not being able to capitalize on this with the renovation in pack often going unnoticed on the shop shelf. Concerns with regards to some unfavorable associations with product quality + price issues were uncovered.
“On behalf of the Consumer Insights Team, we would like to let you know that we appreciate the efforts and the hard work that was put in by the team for our recent projects. We have clearly noticed that your understanding of our categories is exceling and that is visibly showing dedication. Thanks”
Group Head, Consumer Insights