Inside the Mind of an FMCG Category Buyer
What are the Key Factors Influencing Buyer Decisions
If your ultimate goal is to get your product into retail, here’s something you need to know: packaging is almost everything. A category buyer will often make their decision in just a couple of seconds, and packaging plays a massive role, about 60% of their decision-making process (said by them, not me!)
So, what exactly are they looking for, and what trends are shaping the FMCG space? Let’s unpack it shall we.
I recently spent a few days on a print summit with some pretty amazing presenters from all over the world who sat down with different category buyers and quizzed them on their decision-making process.
I’ve given a relatively quick rundown of the nuggets of gold I gathered over those few days.
Retail is Like Tinder: First Impressions Matter
Category buyers don’t have time to deliberate over every product—they’re swiping left or right in seconds. On-shelf decisions happen fast, typically within 1–2 seconds. That means your packaging needs to stand out and communicate the right message instantly.
What is making the biggest impact at the moment?
Colour & typography – Your brand needs to pop off the shelf while remaining category-appropriate. Catchy, well-thought-out fonts and colour palettes can be the difference between a yes and a no.
Clear hierarchy – Shoppers don’t have time to decipher cluttered designs. Prioritise key information so it’s digestible at a glance. For health products, for example, benefits should be front and centre.
Great Packaging Gets You In but The Product Keeps You There
A stunning design can get your product into a buyer’s cart, but if the product doesn’t deliver, they won’t buy again. Retailers don’t want products that sit on shelves—they need consistent sales. If your product isn’t moving, it’s out.
Key design features buyers are loving right now
Beyond the basics of strong visuals and clear messaging, here are some key features retail buyers are drawn to:
Textural finishes – Matte coatings, embossing, and foil accents add a premium feel and invite interaction.
Clever storytelling & copy – Messaging that resonates with Millennials and Gen Z is essential. These shoppers are drawn to authenticity and personality.
Visibility – If a product can be partially seen through its packaging, it builds trust. This is especially effective for food, beauty, and craft brands.
The Top Packaging Trends Right Now
Here’s what’s working—and what’s not—in FMCG packaging today:
Winning Trends:
Big, bold, and bright – Eye-catching designs with customised typography are standing out.
Hand-drawn illustrations – Clean, hand-drawn elements that elevate craft-based products.
See-through packaging – Giving consumers a peek at what they’re buying builds confidence.
Fading Trends:
Minimalism gone wrong – Overly simplistic designs can look generic, failing to capture attention in the crucial 2–3 second window.
Greenwashing – Consumers and buyers are tired of vague sustainability claims. If sustainability is your core value, show it through action, not just messaging.
Overloaded design – Loud, chaotic packaging might grab attention initially, but if it’s too hard to interpret quickly, consumers move on.
Final Thoughts
The takeaway? Packaging isn’t just about looking good—it’s about instantly communicating value, standing out, and making a buyer’s decision easy. With only a second or two to capture attention, your design needs to work hard to ensure your product gets picked up—and stays stocked.
Looking to refine your FMCG packaging to ensure retail success? Get in touch—we know how to get you there.
Influencing Decisions in Packaging Design
Your packaging design influences consumer decisions whether you like it or not.
Consumers are very perceptive, shaping those perceptions is key.
A fair few businesses often scrimp on packaging design or branding in the beginning. I understand budgets are pretty tight in the beginning but the stats don’t lie. If you’re a product-based business, packaging design is likely going to be the first introduction a customer has to your brand so that first impression you give? Well that’s huge.
So what decisions are customers making about your product in those 3 seconds?
Whether it’s worth the price you’re asking (perceived value)
Does it appeal to them and invoke a connection through the use of imagery, colours or fonts
Is it trendy and a bit of a social status product? Some people love to keep up with the Jones’
Is the packaging sustainable? If this matters to your intended customer then this matters!
Packaging Size is there value for money here?
Can I see the product inside the packaging?
All these questions and more are assumptions made based on your packaging design alone
They hold a huge amount of influence over whether someone decides to purchase your product or not. You know it’s true, because we all do it.
72% of Americans are influenced by packaging design in their purchasing decisions. 55% have been swayed by ‘unboxing’ videos that lead them to purchase a product (still think those things don’t matter?) They shouldn’t but the human brain is a wicked, wicked thing and unfortunately these relatively silly things do make a difference whether we like it or not.
Knowing all these constant decisions consumers are weighing up, helps us make better decisions around the design to reel in your intended audience.
Take a minute to evaluate your packaging design now and ask someone who may never have seen it before what their first impression was around all the things mentioned above.
Ensure it aligns with what you intended otherwise it could be time to make some adjustments. If you need some guidance feel free to real out, it’s what we do.
tell tale signs your packaging may just suck
Aesthetically speaking your packaging might look pretty good, but to who?
If you haven’t identified your target audience and what makes them tick, how can you design to appeal to those people. Design is not about making things look good (contrary to popular opinion) It’s about achieving a goal. Every little detail lives and breathes strategy (at least it should when undertaken the right way)
From colour, type choices and graphic style, right down to your actual packaging choices. They all matter and they all send a message to a consumer. Shaping those perceptions is what design achieves so all of the little things, all of those small details, they can be the difference between thriving product sales or a slow, expensive death gathering dust on a shelf.
There has been a big surge in packaging design in New Zealand
Being naturally curious whenever I see a clearance product I know does well usually I keep an eye out the next week. Lo and behold new packaging is rolling out 9 times out of 10. It’s been huge this year as the race for shelf space heats up. We know this ourselves as 75% of enquiry in 2024 & 2025 has been for packaging design projects. Brands need to evolve alongside their customers and also pay attention to their categories as to what impact a competitor coming in hot may have on their sales.
Packaging influences 72% of purchasing decisions making it a crucial investment for all product-based businesses to get right.
If you’re on the fence between two designs we recommend using stickybeak. It’s an investment sure, but an informed decision lowers the risk of a poor outcome which is going to cost you a lot more down the line.
