Suppose you want to give your brand or product a new look. How do you find out whether consumers like that new look? Due to the current economic climate and the growing demand for sustainability, more and more FMCG manufacturers are changing the packaging of their existing product portfolio. Packaging changes are generally considered less risky than (radical) product innovations. Nevertheless, a ‘packaging project’ is not without risks or uncertainties. Especially if you are going to change the packaging of one of your best-performing products, you want to be sure that the new packaging will appeal to the target group. Ideally, you want to know what the impact on sales will be and what consumers think of the new look before launching it. Are you currently involved in a packaging project? Then this article is for you!
The difference between packaging and design projects
Before you learn how best to test a new packaging or design with your target audience, it is first important to understand the difference between the two. In a packaging project, very different questions come into play than in a design project, and vice versa. My definition of a packaging project is one that involves making changes to the size, dimensions or material of the packaging. A design project, on the other hand, is much more about the brand identity, colours and ‘distinctive brand assets’ of a packaging. Now that the definitions of both projects are hopefully clear, we can look at the different challenges. Because a packaging project has less impact on brand associations than a design project, the focus and challenges are different. A packaging project often involves adjustments that affect sustainability, consumption behaviour and (cost) efficiency. A design project, on the other hand, has much more impact on the visual identity and recognisability of the brand. By changing the logo or colours, for example, you run the risk that consumers will no longer recognise the brand. This is why in the in-store research projects we do at Bamboo Brands, we focus on the practical issues in packaging projects and more on the brand-related issues in design projects.
The development of a completely new branding for Leev (left) is a typical example of a design project. The more sustainable recyclable paper tubes of Pringles (right) are the result of a packaging project.
Measuring the impact on sales
It is crucial to know what the impact on sales will be in a major packaging project. The last thing you want is to see the sales of one of your best-performing products plummet because of a packaging change. Nowadays, there are many methods to test a packaging or design. Some common methods include: online surveys, focus groups and eye-tracking. All these tools have their pros and cons and can be very valuable in the right context. However, what all these tools cannot do is measure the impact of a packaging change on sales performance. For that, you also need to include the buying behaviour of consumers in your research, and not just their (well-intentioned) intentions. An in-store packaging test can help you do this. During such a test, a new packaging is placed in a number of supermarkets for a few weeks This way, you can measure how many consumers put the product with the new look in their shopping basket. Not only the sales data of your own products can be analysed, but also those of all competing products. This also gives you insight into what the impact of the new packaging will be on the sales performance of the competition. Basically, an in-store packaging test offers a realistic picture of how a packaging performs in ‘the real world’ and helps you reduce risk and uncertainty.
To measure the effect on sales, we placed the Beyond Meat products with a new cardboard sleeve in 20 Albert Heijn stores across the Netherlands for several weeks.
Getting feedback from buyers and non-buyers
Besides measuring sales data, you obviously want to know what your target audience thinks of the packaging change. What is their perception of the new packaging versus the old packaging? Do perceptions differ greatly in terms of quality, distinctiveness, trust and so on? These questions will help you better understand why the new packaging performs well (or not so well). However, figuring out that ‘why’ can be challenging. After all, consumers don't always do what they say and don't always say what they do. This ‘intention-behaviour gap’ makes it difficult for FMCG professionals to gain deep insights into their target audience. At Bamboo Brands, we solve this by always looking at consumer behaviour before we conduct an intervention. This is because people are terrible at predicting their future behaviour, but they are good at summarising what they have just done. In the case of a packaging project, we stand about 6-7 metres away at the outer edge of the shelf. We see the consumer, but the consumer does not see us. Only when we see a consumer grab something from the shelf do we approach them for an in-store interview. This way, we can be sure that all respondents consist of 100% category buyers. During the interview, we ask in-depth questions to find out why he or she chose that particular product. By also interviewing buyers of competing products, we gain insight into why they did not choose the new packaging. Qualitative feedback from your target audience is at least as important as understanding the impact on sales. And in-store research is perfect for this too!
Test your FMCG innovation or renovation in our network of 400+ supermarkets across Europe
Do you currently have a product or packaging you would like to test or research in supermarkets? With Bamboo Brands, we help FMCG brands test products, mockups and packaging in real supermarkets across Europe. Would you like to receive more information about the possibilities? Then feel free to send me a message at theo@bamboobrands.com. We'd be happy to help!
