The Hidden Trade-Off Behind Every New Pack Size

Commercial Decision Lab is a series of business cases, modeled on commercial situations we see across real CPG portfolios.

Pack size decisions often get evaluated on unit volume alone. The right innovation is the one that draws its volume from the right place: new shoppers and competitors, not your own higher-value packs. Get that wrong, and a launch that looks like a win on paper can quietly shrink revenue and retailer profit.

This business case, put together by Buynomics RGM experts, tests that principle on a real Price Pack Architecture decision.

Whitespace portfolio analysis

This business case follows an iced tea manufacturer weighing two openings in its portfolio: one in a segment no competitor occupies, and one where competitors already compete, and it doesn't. We ran both hypotheses, broke down what each pack size pulls from competitors versus the manufacturer's own portfolio, including cannibalization, and showed why one option favors volume growth while the other favors revenue growth.

Entering true white space and closing a competitive gap are different strategic bets, and this issue tests both in the Buynomics platform, using Virtual Shoppers AI.

Meet the Experts

Konstantina Papagiannopoulou Principal Customer Value Manager, Buynomics

Konstantina Papagiannopoulou is a Principal Customer Value Manager at Buynomics, where she leads a team that partners with global RGM teams at Enterprise and Strategic Enterprise CPG and retail accounts.

Fynn Mackensen Strategic Account Director, Buynomics

Fynn Mackensen is Strategic Account Director at Buynomics, where he owns relationships with some of the world's largest Consumer Packaged Goods (CPG) and Cosmetics manufacturers.

Tim Schneider Head of Sales Engineering and Partnerships, Buynomics

Tim Schneider is Head of Sales Engineering & Partnerships at Buynomics, where he drives the commercial department's success while cultivating strong partnerships with global leaders in Consumer Packaged Goods (CPG) and Cosmetics.