Innovation: Concept Testing
A protein manufacturer developed several new packaging concepts for its entire product line. It wanted to determine which concept would appeal to a new target demographic while maintaining sales from current brand buyers. The client needed results with a regionally based sample of buyers within a week.
Circana fielded a concept evaluator study to assess the five package concepts. One concept, focusing on the products’ position as locally made and from a family-owned business, outperformed the others and scored well for all key metrics, including uniqueness and likelihood of success. Survey respondents noted the packaging inspired a feeling of national pride, and it performed well among current buyers and the younger targets.
Due to our concept testing work, the new packaging was a success. It received extremely positive retailer feedback and increased distribution. Sales increased 77% versus the year before, triple the expected contribution margin.