What is pack testing in FMCG?

Pack testing in FMCG is the process of evaluating packaging designs to understand how consumers are likely to notice, interpret and respond to them before they reach the shelf. It helps brands optimise packaging for visibility, brand recognition and purchase intent.

Pack testing in FMCG is the process of assessing how effectively packaging communicates with shoppers. It helps brands understand whether key elements such as logos, product names, claims and imagery are likely to stand out in a busy retail environment.

Traditionally, pack testing has relied on consumer research methods such as focus groups, in store trials and eye tracking studies. While these approaches provide valuable insights, they can be expensive and time consuming, particularly when multiple design concepts need to be evaluated.

Advances in artificial intelligence have made pack testing faster and more scalable. AI powered tools can predict how shoppers are likely to view packaging, highlighting whether important information will capture attention quickly and whether the overall design is likely to perform effectively.

Pack testing is particularly important in FMCG, where purchasing decisions are often made in just a few seconds. Well designed packaging can increase product visibility, strengthen brand recognition and influence buying decisions at the point of sale.

How Dragonfly AI uses pack testing

Dragonfly AI helps brands optimise packaging before it reaches consumers by predicting how shoppers are likely to view pack designs. Using attention prediction and visual analysis, the platform identifies which elements are most likely to attract attention and which may be overlooked.

Users receive predictive heatmaps and attention scores that reveal whether branding, product imagery, promotional messaging and other key features are positioned effectively. This enables packaging teams to compare multiple design concepts and refine creative without relying solely on traditional consumer research.

For example, an FMCG brand preparing a new product launch can evaluate several packaging designs to determine which version is most likely to stand out on a crowded supermarket shelf. This helps reduce development costs while improving confidence in creative decisions.

Pack testing in the UK market

The UK has one of Europe's largest FMCG markets, with supermarket shelves becoming increasingly competitive as brands compete for consumer attention. Effective packaging plays a crucial role in influencing purchasing decisions, particularly in categories where shoppers make rapid choices.

Many UK retailers and consumer goods companies now combine traditional research with AI powered pack testing to accelerate product development. Predictive testing allows packaging teams to optimise designs earlier in the creative process, reducing the need for repeated consumer studies.

As sustainability, own label competition and changing consumer expectations continue to reshape the retail landscape, brands are placing greater emphasis on packaging that not only communicates effectively but also captures attention immediately.