The Hidden Trade-Off Behind Every New Pack Size

Commercial Decision Lab is a series of hypothetical case studies modeled on commercial situations we see across real CPG portfolios.

Pack size decisions often get evaluated on unit volume alone. But the right innovation isn't just the pack that sells the most units. It's 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 Commercial Decision Lab issue, put together by Buynomics RGM experts, tests that principle on a real Price Pack Architecture decision.

Issue 1 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 the two options move volume and revenue in opposite directions.

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 partners with CPG and retail clients from onboarding through to ongoing scenario planning. Drawing on nine years in customer success and insights leadership at Convert Group, where she supported hundreds of FMCG, health & beauty, and retail brands across eCommerce markets, she works closely with commercial teams to keep the platform tied to real business questions, helping clients turn simulation results into pricing, promotion, and portfolio decisions they can act on with confidence.

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. Drawing on his background in enterprise SaaS sales at Segment and LeanIX, he works closely with RGM, pricing, and commercial teams to help organizations move from one-off pilots to AI-driven pricing, promotion, and portfolio decisions built into how they run the business.

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. Drawing on his background in consulting and revenue growth management at Boston Consulting Group and earlier roles at Buynomics, he works hands-on with commercial teams to put AI and simulation into practice, turning RGM strategy into real pricing, promotion, and portfolio decisions.