Pack price architecture determines which sizes you sell, at what price points, and how each one sits alongside the rest of the shelf. It’s one of the fastest levers in FMCG, and one of the easiest to get wrong on gut feel.
Price it too high, and shoppers walk. Price it too low and you hand margin to the retailer. Get the pack sizes wrong, and you cannibalise your own range.
Story Insights is a specialist shopper insights agency. We use a type ofconjoint market research known as shelfchoice modelling research to show you exactly how shoppers trade off size, price and brand, so your next pricing decision is backed by evidence, not opinion.
Pack price architecture is the structure behind your range. It covers the pack sizes you offer, the price you put on each, and the gaps between them.
When done well, it gives every shopper a clear step up or down. It protects your premium lines, defends your entry price points and lifts revenue per purchase. Done badly, it leaves gaps competitors fill, or puts your own products in a fight with each other.
Shoppers don’t evaluate one price in isolation. They compare across sizes, brands, formats and retailers in seconds. Your architecture has to hold up in that moment.
Most pack price architecture projects start with a commercial problem. Typically, it’s one of these:
We don’t ask shoppers what they’d pay. They’ll tell you what they think you want to hear. We put them in realistic buying scenarios and watch what they choose.
Conjoint analysis presents shoppers with a series of product options. Each one varies by pack size, price, brand and promotion. Every choice reveals what they value and what they’ll trade away to get it. Run across a large enough sample, and it quantifies the real worth of each feature, down to the dollar.
Choice modelling research takes it further. It simulates a shelf, so we can test how shoppers behave when your range, competitors, and pricing all change at once. We can model share, volume and revenue under different scenarios before you commit to a single one in market.
That lets us test the decisions that are expensive to reverse:
Every scenario comes back with the numbers attached.
Our retail analytics consulting is designed to support the full range of commercial challenges FMCG and retail teams face:
Price sensitivity by pack size, so you know where demand holds and where it breaks
Share and revenue simulations across different range and price scenarios
Cannibalisation analysis, showing what a new pack takes from your own lines versus the competition
Optimal price gaps between sizes and tiers
A prioritised recommendation: what to change, why, and in what order
Retailer-ready evidence to support your sell-in and range review conversations
Here’s something that separates us from the larger research organisations.
We immerse in your category and business objectives before any research begins.
Bespoke methodology — quantitative, qualitative, or integrated calibrated to your questions.
Data collection across APAC, benchmarked against IRI and Mintel intelligence.
Decision-ready recommendations built for retailer reviews and board sessions.
Pricing doesn’t sit on its own. Your architecture should connect to the rest of your commercial strategy.
It strengthens broader FMCG market research by turning pricing questions into measurable answers. It builds on customer behaviour analysis to show why shoppers switch sizes, brands or retailers. And it feeds directly into category management services, so your pack and price decisions support the category plan.
Clients usually come to us when something feels off:
If you’re managing price, pack or range decisions and want evidence you can stand behind, talk to Story Insights. Tell us what you’re trying to solve, and we’ll tell you how we’d approach it.