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.
