Marketers should pay more attention to the 60% of consumer decision-making
that happens at the shelf
Package design, one of the least heralded aspects of
marketing, is a major factor behind the most successful product launches over
the last two years.
The latest annual “Breakthrough Innovation Report” from research firm Nielsen analysed 9,900 product launches across Europe. From among many successful initiatives, Nielsen selected 11 that truly broke through. All 11 – which include Colgate®, Air Wick® and Whiskas® – generated at least £7.5/€7.5 million sales in the first year of launch (€5 million for launches in Eastern Europe) and maintained at least 90% of that figure in the second year.