Which Package Works Best? Online Surveys Solve the Dilemma for RTE Cereal Manufacturer

A national manufacturer of cereals was planning to launch a new line of snack products.

The client wanted to understand the different levels of appeal and purchase intent for two packaging options. Depending on how the packages are perceived, messaging may be developed to highlight the package features in the sales program. Our client also wanted to understand how perceptions of the packaging might differ between national and store brands. And finally, we wanted to explore other products that consumers would consider acceptable for these package types.

An online survey with a nationally representative sample of 500 consumers who had purchased a similar product in the past 12 months evaluated their brand and package preferences. An online methodology was chosen due to its ability to show images of the packaging to respondents.

• Purchase behavior for this category did not reflect brand preference, which may be an opportunity for our client’s store brands in overcoming some objections (e.g., price.)
• Both packaging options were viewed as acceptable for other snack products, which could lead to some cost savings for the manufacturer.
• Both package designs had significant – but different – positive associations. Whichever packaging is selected, those strengths should be identified in sales materials.
• One of the packages had a slight edge with consumers of this type of product, so may be more likely to lead to a successful product launch for our client.