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With the help of Appinio, Bonduelle was able to identify the optimal packaging for its products.

Client

Bonduelle

Industry

Consumer Goods (Food)

Use case

Packaging Design Testing

Employees

11,000

Set-up

500 respondents

20- to 65-year-olds in Germany

19 Questions

Duration: 5h

The Challenge

The French company Bonduelle produces and distributes worldwide canned and frozen products as well as fresh vegetables, such as salad bags and ready-to-eat salad bowls. With more than 57 industrial sites and distribution in more than 100 countries, this makes the European vegetable specialist the market leader in processed vegetables. As a result, products such as Bonduelle corn can be found in almost every supermarket and household worldwide.

Despite its international reputation, Bonduelle, like every manufacturer of consumer goods, faces the challenge of convincing consumers of its own products in times of oversupply and competing products on the shelf. Consumers usually decide on a product in just a few seconds, and it is not uncommon for first impressions and visual appeal to be the decisive factors in individual purchasing decisions. A packaging design tailored to the visual preferences or tastes of the target group can thus serve as a distinguishing feature from the competition.

However, design tests usually take several weeks using conventional survey methods, so that in the tightly scheduled development process, decisions on packaging design often have to be made on the basis of gut instinct and without involving the target group..

Appinio offers Bonduelle the opportunity to conduct packaging design tests and thus obtain direct feedback from the target group on individual designs. The results can be used to identify the optimum packaging for the company's own product.

Objectives

For optimal packaging, Bonduelle wanted to find out which salad bowl packaging design appeals to the target group the most and which information on the packaging is important for the target group.

Solution

For this purpose, Bonduelle surveyed 500 people in Germany between the ages of 20 and 65. Since the product is designed for a broad range of buyers, there were no further restrictions on the target group. By using different question types, it was not only possible to compare individual designs of the salad bowls with each other, but also to determine which product information should be on the packaging in order to positively influence the consumer's purchase decision.

The different packaging designs were integrated into the questionnaire with pictures. This allowed respondents to decide which design appealed to them more by direct comparison. In addition, a ranking question was used. Here, the participants were asked to rank various pieces of information about the product according to their importance for their individual purchase decision. This made it possible to find out which information on the packaging made the decisive difference.

After the survey was created on the Appinio platform, it was reviewed by market researchers at Appinio and sent to the field of participants after a short time. After about 5 hours, 500 people had participated in the survey. The survey was then evaluated using the analysis tool in the Appinio dashboard.

Results

With the help of the results, Bonduelle was able to determine the packaging design for various products that appeals most to the target group visually. For example, when comparing two different designs for salad bowls, 62 percent of respondents said they preferred one particular design, so this was selected as the winning design.

In addition to the optimal packaging design, the survey also determined which factors are decisive for the individual purchase decision. It was found that freshness and ingredients or toppings are highly relevant to the target group when deciding on a product, while the weight of the product is of secondary importance to the consumer. In addition, 84 percent of the respondents consider the statement "washed ready to eat" on the packaging to be rather important to very important.

Through the packaging design test with Appinio, Bonduelle was able to obtain feedback from the target group and thus optimally design the packaging according to customer needs in order to continue to prevail on the shelf against competing products.

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„With Appinio, we have a fast tool at our fingertips that can provide us with valid results on any question on the same day. This is extremely important for us to be able to react quickly and correctly to consumer needs.“

Zitat Sonja Mäckle, Product Manager

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