IRI’s survey and segmentation team fielded a concept evaluator study which assessed whether the five package concepts would inspire purchase, how each concept’s design stood out on the shelf, as well as the believability and uniqueness of each design. Concept evaluator proved was the only solution that could test this many packages quickly and cost-effectively while also delivering fact-based quantitative and qualitative results necessary for the client’s retail partners.
One package concept, which had the heaviest focus on the products’ position as locally made and from a family-owned business, outperformed the other new concepts and the current packaging. This packaging scored well for all key metrics including uniqueness and likelihood of success. Survey respondents noted that the packaging inspired a feeling of national pride, and it performed well among current buyers as well as the new younger targets.