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CPG Flavor and Pack Conjoint

Test flavor, packaging, price, claim, and channel combinations for a consumer product launch.

Audience

Category buyers recruited by purchase frequency, channel preference, and flavor repertoire.

Outcome

Pick the flavor, pack, claim, and channel combination most likely to win a first shelf test.

Method

Choice-based conjoint with shelf-price and pack-format attributes.

14

questions

~9

minutes

236

demo uses

Estimated timing

Usage occasion~3 min
Pack trade-offs~5 min
Shelf story~1 min

Logic flags

Multi-select coding
Balanced choice tasks
Segmentable choice logic
Variable copy substitution
Section Tracker
1

Usage occasion

Frequency, channel, needs, and flavor repertoire.

4 questions
2

Pack trade-offs

Flavor, pack format, claim, count, and price choices.

7 questions
3

Shelf story

Capture shelf blockers and message language.

3 questions
Question Preview

1. Where would you expect to buy {product}?

multi_choice

2. Choose the pack you would put in your cart.

conjoint

3. Which claim feels least believable?

single_choice
CPG Flavor and Pack Conjoint Readiness

Pick the beverage pack, claim, and channel mix most likely to win the first shelf test.

Sample plan: n=342 category buyers, quota-balanced by purchase frequency, preferred channel, and flavor repertoire.
5 attributes
8 tasks/respondent
342 seeded respondents
1 holdout task
Flavor novelty matters, but only when the claim stays concrete enough for a shelf-speed decision.
The club-channel multipack wins among heavy buyers while single cans protect trial among occasional buyers.
1 prohibited combinations protect realism in generated tasks.

Value Leader

52%

simulated share · revenue index 100

Balanced Bet

33%

simulated share · revenue index 86

Premium Stretch

15%

simulated share · revenue index 48

2,736

simulated choices

91%

completion estimate

18%

none share

61%

holdout hit rate

Holdout validation

Predicted winner: Value Leader

61% hit rate

Strong enough for demo readouts, with caveats on segment size.

Attributes and levels

Flavor

Berry hibiscus
Lemon ginger
Cucumber mint

Pack format

Single can
4-pack
12-pack

Front-pack claim

Calm energy
Gut-friendly botanicals
No sugar crash

Primary channel

Grocery
Club store
Subscribe direct

Shelf price

price
$2.99
$3.99
$4.99

Sample choice tasks

Which consumer goods option would you choose for the decision below?

Option A

flavorBerry hibiscus
packSingle can
claimCalm energy
channelGrocery
price$2.99

Option B

flavorLemon ginger
pack4-pack
claimGut-friendly botanicals
channelClub store
price$3.99

Option C

flavorCucumber mint
pack12-pack
claimNo sugar crash
channelSubscribe direct
price$4.99

Holdout check: which option is most realistic if budget pressure increases?

Option A

flavorCucumber mint
pack12-pack
claimNo sugar crash
channelSubscribe direct
price$4.99

Option B

flavorLemon ginger
pack4-pack
claimGut-friendly botanicals
channelClub store
price$3.99

Option C

flavorBerry hibiscus
packSingle can
claimCalm energy
channelGrocery
price$2.99

Utility output preview

Shelf price

Top: $2.99 · Lowest: $4.99

Top utility band: 0.34 to 0.42

35.8%

Flavor

Top: Berry hibiscus · Lowest: Cucumber mint

Top utility band: 0.18 to 0.26

18.4%

Front-pack claim

Top: Calm energy · Lowest: Gut-friendly botanicals

Top utility band: 0.14 to 0.22

17.9%

Pack format

Top: 4-pack · Lowest: Single can

Top utility band: 0.15 to 0.23

16.7%

Primary channel

Top: Grocery · Lowest: Subscribe direct

Top utility band: 0.10 to 0.18

11.2%

Segment comparison preview

Value seekers

Leads with Value Leader at 55%

Watch price premium drag before adding advanced features.

Core buyers

Leads with Value Leader at 52%

Core buyers need the middle option to stay clearly differentiated.

Premium leaning

Leads with Value Leader at 50%

Premium bundles can win when proof and support are visible.

Methodology notes

342 seeded respondents complete 8 tasks with 3 alternatives each.
1 holdout task validates model fit before utilities are presented in screenshots.
1 prohibited combination rule keeps generated cards realistic.
Confidence bands are deterministic demo intervals that widen for smaller seeded audiences.
Segment comparisons show where the same package ranking may diverge by buyer posture.
A none option is included so respondents can reject all visible offers.

Known limitations

This demo does not include competitive shelf facings or retail price promotions.
Packaging art is represented by thumbnail concepts rather than final shelf-ready renders.