research shows that packaging design is a major force behind the most successful product launches of the last two years according to research conducted by nielsen
Neilsen analysed 9,900 product launches across Europe for its Breakthrough Innovation Report and identified 11 new products that "truly broke through" with European consumers insofar as they generated at least €7.5m in sales in the first year of launch – or €5m for launches in Eastern Europe – and maintained at least 90% of that figure in the second year.
The Breakthrough Innovation report emphasises how good packaging design is a key factor that influences consumer purchasing behaviour.
"Package design is the dark horse of the marketing world. It receives little attention compared to other marketing decisions, and its impact tends to be vastly underestimated," said Ben Schubert, SVP at Nielsen Innovation Practice.
"56% of European consumers say in-store discovery is one of their top information sources for new products, compared to 45% for TV ads."
The 11 brands making it into Nielsen's shortlist included Reckitt Benckiser's Air Wick Pure air freshener; Procter & Gamble's AZ Complete personal care brand; Coca-Cola's Finley soft drink brand; Colgate Défi Zéro Carie toothpaste; the Süt Burger made by Turkish food group, Eti; and FrutoNyanya Na Progulku, the Russian fruit drink and Mars' pet food brand Whiskas.
When Airwick launched their 'dry' air freshener, a key selling point was that the spray didn't settle on surfaces but immediately dispersed. To reflect this key attribute an elegant aerosol was designed with an emphasis on simplicity. Its clean lines and stylish form appealed to consumers and enabled Pure to command a price point 20% above competitive offerings.
image courtesy of air wick
In the face of social media and the growing emphasis on digital handheld and wearable devices it is understandable that marketers devote so much effort to digital channels for the launch of new products, but as Neilsen's report illustrates, it is crucial to get the basics of good pack design right first.