Packaging design delivers measurable commercial impact

Packaging redesign is increasingly being treated as a strategic business decision rather than a purely visual exercise. New analysis from NielsenIQ (NIQ) has found that packaging redesigns recognised through its Design Impact Awards have been associated with an average volume increase of approximately 4% across nearly a decade of winners. The finding highlights the potential commercial value of packaging when design is closely connected to how consumers shop and interact with products.

NIQ's 2026 Design Impact Awards recognised eight packaging redesigns across markets including the United States, United Kingdom and South Africa. The winning projects covered categories ranging from beverages and snacks to frozen foods and household products, demonstrating that effective packaging design can influence performance across a wide range of consumer goods.

Making products easier to notice

According to NIQ, the strongest redesigns share a common objective: making products easier for shoppers to notice, understand and choose. In crowded retail environments, packaging has only a short period of time to communicate a product's identity and value.

Improved shelf visibility, clearer information hierarchy and simplified communication can help consumers process packaging more quickly. Distinctive brand elements also remain important, allowing redesigned products to stand out without losing the visual cues that existing customers associate with the brand.

Design goes beyond aesthetics

The findings reinforce the idea that packaging design should not be evaluated solely on its visual appearance. Structural choices, typography, information placement, colour, imagery and branding all contribute to the way consumers interact with a product at the point of purchase.

For manufacturers and brand owners, this means packaging redesign can become an opportunity to address practical consumer problems while simultaneously strengthening brand recognition. A successful redesign can make product information easier to understand, improve navigation between variants and create stronger differentiation from competing products.

Data is changing packaging decisions

NIQ evaluates packaging concepts using a combination of consumer research, behavioural analysis and retail measurement data. This approach allows brands to assess how packaging performs beyond subjective design preferences and identify whether changes are associated with measurable changes in market performance.

However, NIQ does not claim that packaging redesign alone caused the reported volume increases. The company's analysis identifies an association between recognised redesigns and commercial performance following their introduction, meaning other factors can also contribute to changes in sales.

Eight redesigns recognised in 2026

The 2026 Design Impact Award winners included Aval French Cider, Liquid I.V., Root & Splendor, Hostess Cakes, Back to Nature, John West Tuna Chunks, Country Fresh Ice Cream and Rustica Pizza. Although the products and markets differ considerably, NIQ identified a common focus on improving the shopper journey.

The projects demonstrate how packaging can combine brand recognition with clearer communication and stronger shelf presence. Rather than completely abandoning established identities, effective redesigns can retain distinctive brand assets while making the overall package easier to understand and recognise.

Packaging becomes a strategic investment

The results highlight the increasing importance of evidence-based packaging design for consumer brands. As retailers become more competitive and shoppers face an expanding range of products, packaging must perform multiple functions simultaneously: attract attention, communicate information, reinforce brand identity and support purchasing decisions.

For packaging manufacturers, converters and brand owners, this trend creates greater demand for design processes that connect creative development with measurable consumer and retail data. The growing use of behavioural research and sales measurement could make packaging redesign increasingly accountable as a business investment.

NIQ's findings suggest that the most successful packaging projects are those where design is treated as part of the wider commercial strategy. As brands continue to compete for attention on crowded shelves, packaging will remain an important tool for influencing shopper behaviour and creating measurable business value.