The breads category in South Africa has rapidly evolved and fragmented in the last few years – complicating an already complex shelf, making the category more difficult to shop and confusing the shopper. Competitors have introduced new variants into the category – changing and cluttering the various combinations and increasing inconsistency of color and iconography across the category. With this, consumers are articulating more evolved needs from the category which require a new set of product cues including color, texture, shape and pack iconography to communicate new product intrinsics and health benefits.
As a staple, high frequency category, the breads category navigation needs to be simple and quick– with brands effectively utilizing color, contrast, shape, and iconography cues at shelf to make the shopping experience as intuitive as possible. In addition, the bread shelf is not consistently designed across channels and outlets, creating challenges in merchandising. Tiger Brands approached Neural Sense to investigate the effectiveness of their existing Albany brand within the breads category. The insights needed to inform the design of new packs for the range, including opportunities that will increase salience (standout on shelf) and aid intuitive category navigation – ultimately designing a pack that wins at a distance of 30 feet, 3 feet and 3 inches from the shopper.
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As major staple, the breads category is under researched in South Africa. There is also little available information academically and within industry to provide brands with appropriate knowledge to make effective decisions to improve the customer’s experience. Currently customers don’t experience the information provided on bread packaging as being easy to understand and they are bombarded with too much visual noise, making their decisions more heuristic and less focused. This is especially true were customers have little time to think about their purchase choice and need to rely on salient visual guides and cues to inform their choice.