A consumer goods brand · Consumer goods

# 4% pack size reduction opportunity before impacting brand share

How far can you shrink before shoppers walk?

30 December 2025

## Objective

The brand wanted to know:

- Can we reduce pack size without hurting brand share?
- What is the optimal reduction to improve margin without losing shoppers?

## What We Tested

- Six different pack size variations
- Over 3,000 shoppers across formats

## Results

A **4% pack size reduction** was identified as the threshold before brand share is impacted, unlocking margin gain with minimal shopper risk.