Design Audit Report: Wine
In addition to grabbing consumers’ attention, a package must convey certain key messages, points of differentiation from competitors, and a distinct personality. Products with package designs that fail at any of these tasks are losing relevance, mindshare and, ultimately, revenue. With these challenges in mind, Nielsen conducts package design “audits” across a number of key consumer categories to highlight the most successful designs and to uncover best practices other brands can apply to win at shelf.
Package design has enormous influence over consumers at the critical decision-making moment. In fact, 64% of consumers try a new product simply because the package catches their eye, and 41% will continue to purchase a product because they prefer its design.
Here’s why package design is especially important for wine:
- The category is crowded. In 2014, 4,200 new wines were introduced to market, representing 12.5% of category items. Package design is an essential tool for standing out in a crowd.
- Consumers are making most of their decisions at shelf. Relative to other major consumer categories, wine is a fragmented category with lower brand loyalty and more decisions being made at point of purchase.
- Media spend is low.
- Package design can help gain distribution. Winning over retail wine buyers is essential, as distribution has an enormous impact on sales.
Media Spending Trends
In 2014, media spend for wine brands was only 7% of that for beer—which means that wine relies heavily on the “advertising” that happens at shelf.