Shopper-Centric Packaging – Case Study

Business Challenge:

A key brand partner was facing a significant decline in consumption within a priority retail channel. Analysis pointed to in-store competitiveness as a core issue, with the current packaging underperforming in visibility, differentiation, and appeal. Packaging was identified as a critical lever to regain shopper attention and rebuild momentum.

Solution:

Shopper1st designed a multi-phase research program to uncover the root causes and identify breakthrough solutions. We began with Unaided Awareness Research to understand the brand’s visibility in shoppers’ minds, followed by Packaging Attribute Conjoint to isolate and prioritize high-performing design elements. Competitive research provided insight into category norms and standout strategies, and Shelf Heat Mapping Research identified how the pack performed in real-world planogram conditions. This layered approach ensured both strategic clarity and practical design execution.

Impact:

The winning packaging design delivered a significant increase in Brand Choice versus the lead competitor. It not only improved shelf visibility but also communicated key brand equities more effectively. The new design was rolled out nationally and has been successfully executed in market for the past three years, contributing to sustained growth and a stronger in-store presence.