How do Swedish diary shoppers make their choice?

the challenge

A global dairy and FMCG brand approached us to learn more about the Swedish consumer, specifically in the probiotic dairy category.

They had several products in-store. But it is a competitive category and they wanted to know how Swedish shoppers make their choice and to what extent their products were part of the consideration set. And if not, why?


To find out what was really happening when potential buyers in this category go shopping, we used our wearable eye tracking equipment and our proprietary in-store testing method.

We pre-recruited consumers and asked them to buy several items that were carefully selected based on their own shopping habits.

After this assignment the shoppers were tasked with finding a few specific products based on brand or product name. The shoppers were not accompanied and were free to behave as they usually do.


Our findings revealed several new insights. The packaging of our client was not cognitively relevant, meaning that the packaging did not communicate the unique product properties.

The product names were easily confused with a competitive product.

Our recommendation was to enhance product packaging in all marketing communication to strengthen the recognition at point of purchase and to test the specific package attributes to fit better with the product properties.