Bar le Duc case study

Bar le Duc is well-known for its unique cardboard water packaging, but their PET bottles – including a new 1.5L format – were underperforming in sales. Despite gaining extra shelf space, consumer uptake was low, while competition from other brands and private labels was increasing.

The stakes were significant: if the reasons behind the poor rotation were not addressed, Bar le Duc risked losing market share and shelf presence in a highly competitive category. The brand needed to uncover the true triggers and barriers preventing shoppers from choosing their PET bottles.

Bamboo Brands conducted in-store shopper research to identify the root causes of the underperformance. Over two days, 123 shoppers were observed at the water shelf and interviewed only when they picked a PET bottle – ensuring all respondents were real category buyers.

The research focused on uncovering:

1. Triggers and barriers to buying Bar le Duc PET bottles
2. Shelf visibility and competitive positioning
3. Associations consumers hold with Bar le Duc
4. Reasons behind low rotation despite brand awareness

By combining direct shopper observations with structured interviews, we provided Bar le Duc with detailed qualitative insights into consumer behavior and perceptions.

The research revealed the underlying causes behind the lagging sales of the PET bottles. With this clarity, Bar le Duc could take targeted actions to improve performance in the water category.

The insights showed not just what was happening on the shelf, but why consumers were choosing competitors over Bar le Duc. As a result, the brand gained actionable, qualitative input to adjust its strategy, defend sales, and strengthen its market position against private label and branded competitors.