How We Helped a New Product Innovation Drive +2% Category Growth by Securing the Right Shelf Placement

‍Background
A leading international CPG brand had developed a new product innovation—but faced the usual challenge: proving it deserved prime shelf space. Retailers needed more than a pitch. They needed evidence that this product would drive category growth.

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What We Tested
Three versions of the shelf layout:

• Control: No new product
• Test 1: Product in Position 1
• Test 2: Product in Position 2

We measured category sales, brand share, and how noticeable the new product was in each scenario.

The Results

• +2% increase in category spend when placed in Position 2
• +5% increase in brand share in the same layout
• Position 1 performed no better than not launching the product at all

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The Impact
Thousands of shoppers validated the right location in just 48 hours—giving the brand the data to win over retailers and land the launch. The difference between a successful innovation and a flop came down to shelf placement.