When consumer packaged goods (CPG) brands make changes to their packaging, they want to improve perceptions about certain product features, such as taste, health or other trending characteristics. The goal of making these significant and visible changes is typically to enhance brand equity, not to increase sales. But at the same time, you need to be aware that there’s a real possibility the new packaging will harm sales or cause the product to lose shelf presence.
TABS Analytics’ sister company, Decision Insight (DI), has extensive packaging research experience. Read on to learn more about strategies for making packaging research work for your brand.