Packaging significantly impacts whether or not a product will be successful. Up to 80% of products are delisted from shelves within their first year on the market. 

When changing the appearance of a popular product, it’s important to approach the process strategically and test it both under controlled conditions and on the shelf – in a real retail environment.

Before launching a new label and packaging for one of their most recognizable products, our client – the largest Serbian food manufacturer in its category – decided to test whether the brand would be recognized with its new packaging and to identify potential penetration barriers (reason why the customer decided not to buy the product).

To get answers to these key questions, we administered a questionnaire to respondents in the 3 largest cities in Serbia, whose responses yielded results with a 95% reliability score.

The research results helped our client make an informed decision about the design of the new packaging and its impact on sales projections. Through responses, we also identified the elements that would either maintain or enhance brand recognition.