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Glad Wrap clings to the top in product test

11219598_823426594371894_6783317364800359109_nGlad Wrap has been the big winner in the first set of results from Play Market Research, while perception problems are causing otherwise great private label products to languish on the shelves.

Play Market Research’s Pop Up Shopper Community is a syndicated product testing platform for FMCG companies. In October, the program tested 20 new and popular products from across leading Australian supermarkets, with the results “surprising to say the least” according to founder, Chris Thomas.

“Our goal in creating the new Pop Up Shopper Community is to assist FMCG manufacturers in branding, marketing and NPD by ranking and benchmarking every product in the supermarket,” Thomas said.

“What’s clear from our results is that Glad Wrap is truly a stand out product. It got some of the best scores we have ever seen – not just in Pop Up Shopper Community tests but in historic research as well. With consumer backlash on a packaging design change causing Glad Australia to revert back to their original packaging in January, I’m sure the marketing team will be letting out a sigh of relief at this fantastic result.”

The only area Glad Wrap didn’t score highly was its lack of uniqueness at product trial stage, which according to Thomas is expected given the simple, functional nature of the product, how long the product has been in the market and the number of copycat products available.

Perception problems for private label

“For our first test, we opted for three private label products across a range of categories. From our results, we can see that private label products appear to have a number of challenges.”

The results reveal that although the private label products are performing very strongly once tried, and represent great value, the real challenge is getting them picked up in the first place.

“We’ve found that consumers are hesitant to purchase these products due to issues with the product concept and unappealing packaging. However, once they are in homes, most people actually would become repeat customers.”

“Gaining trial is clearly the key challenge for supermarkets since these products perform so strongly. Changing perceptions of the private label image might be more of a long-term goal through various communication efforts, but packaging renovations would be an easy first place to start.”

To find out more about the Pop Up Shopper Community, visit: http://www.playmr.com.au/.

Read the full interview with Chris Thomas in this week’s issue of Inside Retail Weekly.

Play Market Research October Results 1

 

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