Fresh Cravings

Research Study - Brandcenter Live Client

The Objective

To learn how consumers perceive Fresh Cravings hummus compared to its competitors in Kroger.

The Problem

Fresh Cravings hummus closely resembles the packaging of Kroger's Private Select brand hummus.

The Result

Shelf placement is a crucial factor when considering how grocery shoppers perceive your product.

My Takeaway

It's okay if the result of your research does not yield a clear answer. In understanding the investment of time and money that goes into making a decision on packaging, it is always important to make sure that you have enough research to confidently make that decision.

My Role

Shop Along Moderation

Strategic Planning

Data Cleaning

Data Analysis

Deck Design

Design Mockups

The Team

Rachel Talley (CBM)

Libby Browder (CBM)

Craving Clarity

With the inclusion of its hummus line in Kroger, Fresh Cravings sought to understand the shelf appeal and consumer differentiation of its hummus packaging, particularly against Kroger's Private Selection brand.

Our objectives in this research project were 3-fold:

1. Determine how the placement of the products in the cooler impacts the consumer’s interaction with and decision-making process when choosing a hummus

2. Understand how packaging affects product differentiation, and brand memorability

3. Determine consumer perception of Fresh Cravings’ brand, memorability, visual appeal, and distinctiveness amongst competitor brands, including Kroger’s private label, on the shelf

A Two-Stage Study

To capture feedback and insights from target consumers and participants, we performed a two-stage research study. First, we conducted a shelf set survey meant to gauge the recognition, recall, and distinctiveness of different hummus packaging. The second half of our study was an in-person shop-along (yes, we built our own shelf) that was meant to identify consumer behavior and packaging perceptions.

Fresh Findings

After collecting, cleaning, and analyzing our data, we were able to determine five actionable insights for Fresh Cravings to consider moving forward:

1. Participants were drawn to brands incorporating unique packaging elements

2. Beyond branding, bold flavor offerings also drove consumer consideration

3. Several participants initially interpreted Fresh Cravings and Private Selection as the same brand due to the black lid

4. Placement at eye level or lower, so the top label was in view, enhanced brand notability

5. Fresh Cravings’ lively, flavorful, and approachable feel drove appeal for consumers

Hummus Horizons

At the time of our research, Fresh Cravings' hummus products had not yet hit shelves in Kroger stores. Therefore, our recommendations were largely dependent upon where Fresh Cravings would be placed on the shelf.

We recognized that our respondents really enjoyed the iconography and friendly appeal of Fresh Cravings' packaging. Keeping this in mind, we recommended that no changes be made to the packaging if they are placed on a lower level of the shelf as their product would be more easily recognized.

In the case that the product was at eye level or higher on the shelf, we recommended a couple of small changes, including a signature leaf design as well as color changes dependent upon the distinct flavor offering.