DESIGN AUDIT SERIES

sweet victory

DESIGN AUDIT SERIES

SWEET VICTORY

Package design is more important than ever for competitive categories such as sugar candy. Which US products are swaying consumers at shelf with compelling "eye candy" - and what lessons can they teach us about creating powerful package designs? A new Nielsen study has the answers.

Package design is more important than ever for competitive categories such as sugar candy. Which US products are swaying consumers at shelf with compelling "eye candy" - and what lessons can they teach us about creating powerful package designs? A new Nielsen study has the answers.

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Consumers are more selective about their candy purchases, but they're spending more—meaning fiercer competition and higher stakes.
Source: Nielsen Scan Track - non-chocolate candy, 52 week periods ending 3/19/16
Sales Volume Chart

What's on the outside counts. Consumers say these aspects of candy packaging tend to make an impression on them. Click the dots on the package to find out what counts most.

Candy Box

Image of the product - 51%

Window that shows the product - 49%

Logo / brand name - 46%

Color Scheme of the Package - 41%

What's on the outside counts. Consumers say these aspects of candy packaging tend to make an impression on them. Touch the items on the left to find out what counts most.

Image of the product

51%

Window that shows the product

49%

Logo / brand name

46%

Color Scheme of the Package

41%

Among tested packages, the most visible design was seen by nearly twice as many consumers as the least visible design. Which design do you think grabbed and held consumers' attention best within the first several seconds of looking?

Blow Pops
That's Right
Xtremes bites
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Sweet Tarts
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Twizzlers
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Standing out is just the first battle, though. After that, consumers need to like a package design. Click to reveal the most liked package designs.

Most Liked Packs

 

Jolly Rancher

#1 most liked

Blow Pop

#2 most liked

Nips

#3 most liked

Standing out is just the first battle, though. After that, consumers need to like a package design.

Touch to reveal the most liked package designs

Weetabix

#1 most liked

Corn Flakes

#2 most liked

Frosties

#3 most liked

Some designs pack a lot of personality. Which design do you think seemed most classic to consumers?
Twizzlers
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Haribo Gold Bears
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Blow Pop
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POPS
That's Right
Which design do you think seemed most youthful to consumers?
Xtremes bites
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Nerds
That's Right?
Trolli
Try Again
Sweet Tarts
Try Again
Youthful and family-oriented designs are fixtures in the candy category—but there may be other personality traits worth owning. What percentage of consumers believe that sugar candy with more premium or sophisticated branding would appeal more to adults?

31%

31%

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45%

45%

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54%

54%

Try again

77%

77%

That's right!

It's essential that a package design fits with the brand and conjures the right kinds of associations for consumers. Which design do you think generated this word cloud?
Xtremes bites
Thats Right
Trolli
Try Again
Sour Punch
Try Again

It's essential that a package design fits with the brand and conjures the right kinds of associations for consumers. Which design do you think generated this word cloud?

Cheerios
That's Right!
Shreddies
Try Again!
Weetabix
Try Again
Candy Audit Report Cover
Want to learn more about current trends and best practices for creating package designs that win with consumers in the candy aisle?