A Packaging Change should aim to drive incremental value to:
Your brand
The retailer
The overall category
Key considerations:
Type of change – is this a simple visual update, a size change, or a full SKU replacement?
Impact on volume – will the change increase, decrease, or maintain demand?
Pricing changes – whether RSP (Retail Selling Price) will change
Cost changes – whether COGS (cost to retailer) will change
Continuity vs replacement – whether the SKU remains the same or is replaced
Cannibalisation within your range – how demand may shift across your products
A strong Packaging Change delivers net improvement, not just a like-for-like substitution.