Euroma ''Original Spices'' case study

Euroma wanted to understand whether consumers would welcome a smaller packaging format for their “Original Spices” range, developed in collaboration with chef Jonnie Boer. Although the products were already well-known, Euroma suspected that the current larger packaging and price point posed a barrier for trial and regular purchase.

The stakes were clear: introducing a smaller and more affordable packaging could lower the entry barrier, attract more shoppers to the brand, and ultimately grow sales and market penetration. At the same time, a wrong decision would risk unnecessary investment and shelf complexity.

Bamboo Brands designed an in-store research program to test the shelf-worthiness of the smaller packaging. Shopper interviews were conducted directly at the herbs & spices shelf, ensuring that only real category buyers participated.

Shoppers were observed and then asked to choose between four products: Euroma in current packaging, Euroma in smaller packaging, and two competitor products. This design allowed us to measure not only preference for the new format but also the price points at which consumers switched to the larger pack or a competitor. In total, 62 shoppers were interviewed, delivering insights into:

1. Barriers to buying Euroma’s current packaging
2. Perceptions and associations with the brand
3. The role of price as an obstacle
4. Willingness to buy smaller packaging at a lower price
5. The optimal price point for launch

The research confirmed Euroma’s hypothesis: consumers showed clear demand for smaller packaging at a lower price point. This validated the business case for launch, and Euroma introduced the smaller packs in week 20.

The outcome gave Euroma actionable insights into consumer barriers, associations, and price sensitivity. As a result, Euroma was able to confidently expand the Original Spices range with a new format that lowered the entry barrier, encouraged trial, and provided more flexibility for consumers to experiment with different spice blends.