Packaging research for a plant-based meat alternative: How much risk can a new pack take?

Industry: FMCG / Food · Markets: Germany, UK · Methods: Store checks, 16 focus groups (8 exploratory, 8 with shelf tests), design workshop, in-person shelf tests

Challenge

A design agency was developing the packaging for an innovative plant-based meat alternative. The product targeted a niche market. The team faced a classic dilemma. The pack had to stand out on the shelf. At the same time, it had to show every signal consumers need before they try something new. The key question: How far could the design break category conventions without losing trust?

Approach

Store checks in Germany and the UK. We analysed how meat substitutes are presented in both markets. We also observed how shoppers buy. How fast do they decide? Do they read labels? Or do they simply grab familiar brands? For an innovative niche product, these answers matter. They show how much attention a pack really gets.

Exploratory focus groups. In four groups per country, we spoke with the different consumer types who form the market for this kind of product. We explored use cases, purchase drivers and differences between the two markets.

Working with the design team. We presented our analysis to the designers. Together, we refined the final three design routes.

Shelf tests in focus groups. Deliberately offline. In another four groups per country, consumers met the three routes on a real shelf. Each participant picked a product, uninfluenced by the group. Only then did the discussion start. Every participant had "their" pack in front of them. Online shelf tests show which packs attract attention. But we wanted to know more. Which packs do people actually pick up? And how do they react to touch and feel? Material, haptics and weight signal quality and trust. No screen can convey that.

Germany vs. UK: Two different markets

• Category maturity: In the UK, the category was far more established. Shoppers already knew many competing products with different recipes. In Germany, the category was still young.

• Shelf presentation: UK stores displayed the products lying flat. German stores displayed them standing upright. So the pack had to work from the top and from the front.

• Reasons for use: British consumers mainly bought for convenience. German consumers were driven more by health and nutrition awareness.

Further market differences remain confidential to our client.

Result

The design team knew exactly which category codes the pack needed. They knew how much risk they could take. And they knew which packaging materials best supported the product's message. The findings also helped beyond design. The client's sales team used them to win shelf space with retailers. The product has been on the market successfully for several years.