An international consumer goods brand · Consumer goods

# How We Helped a New Product Innovation Drive +2% Category Growth by Securing the Right Shelf Placement

The right shelf position turned an innovation into growth.

30 December 2025

## Background

A leading international consumer goods brand had developed a new product innovation, but faced the usual challenge: proving it deserved prime shelf space. Retailers needed more than a pitch. They needed evidence that this product would drive category growth.

## What We Tested

Three versions of the shelf layout:

- Control: no new product
- Test 1: product in Position 1
- Test 2: product in Position 2

We measured category sales, brand share and how noticeable the new product was in each scenario.

## Results

- **+2% increase in category spend** when placed in Position 2
- **+5% increase in brand share** in the same layout
- Position 1 performed no better than not launching the product at all

## The Impact

Thousands of shoppers validated the right location in just 48 hours, giving the brand the data to win over retailers and land the launch. The difference between a successful innovation and a flop came down to shelf placement.