4% pack size reduction opportunity before impacting brand share

Objective
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The brand wanted to know:

• Can we reduce pack size without hurting brand share?
• What’s the optimal reduction to improve margin without losing shoppers?

What We Tested

• 6 different pack size variations
• Over 3,000 shoppers tested across formats

Results

• 4% pack size reduction identified as the threshold before brand share is impacted—unlocking margin gain with minimal shopper risk