A successful packaging redesign can have a measurable impact on sales. According to market research firm NielsenIQ (NIQ), redesigns that have won Design Impact Awards over the past ten years or so have achieved an average volume increase of around four per cent.
NIQ has announced the eight winners of its 2026 Design Impact Awards. The awards recognise packaging redesigns that, in the company's assessment, combine improved consumer perception with measurable economic results. This year's winners include Aval French Cider, Liquid I.V. by Unilever, Root & Splendor, Hostess Cakes by The J.M. Smucker Company, Back to Nature by Barilla, John West Tuna Chunks by Thai Union, Country Fresh Ice Cream by DairyMaid and Rustica Pizza by McCain Foods.
Packaging design influences purchasing decisions
For the selection, NIQ's pack-and-design experts examined international entries using various packaging principles and the role of packaging along the customer journey. In addition, NIQ used its own retail data to identify brands that achieved measurable sales growth after the introduction of their new packaging design.
According to NIQ, despite different product categories, this year's winners share commonalities. These include stronger shelf visibility, a clearer information hierarchy, simplified communication and a more distinct brand identity. This is intended to make it easier for consumers to perceive, understand and select products.
„Packaging has only a few seconds to fulfil its purpose. The best redesigns make products easier to notice, understand and choose, whilst preserving the characteristic brand elements that consumers recognise. This year's winners demonstrate that packaging design is not merely a question of aesthetics. Done right, it can make a significant contribution to customer engagement and business growth.“
Andrea Fraboni, Vice President & Global Leader, Pack & Design Solutions at NIQ
NIQ combines retail data and EEG analyses
According to its own statements, NIQ combines various research methods for its packaging analyses. These include neuroscientific techniques such as EEG tests, as well as behavioural and survey-based approaches. This is intended to enable manufacturers to evaluate and optimise packaging concepts.
The Design Impact Awards will be presented for the ninth time in 2026. The average sales increase of around four percent cited by NIQ refers to the award-winning packaging redesigns over a period of almost ten years and does not exclusively relate to the eight winners of 2026.
Source: NielsenIQ (NIQ)
