About the Client
A well-known U.S.-based consumer goods company approached Nexus while rethinking its product roadmap for two of its top-selling personal care brands. With shifting consumer behavior, growing pressure from challenger brands, and a crowded retail environment, the client wanted to gather real-time feedback from category buyers, regional distributors, and experienced brand operators, all before locking in packaging, pricing, and channel strategy.
The Challenge
Retail Feedback Loops Were Slow
While the brand had access to sales data, it lacked up-to-date feedback from retail category managers and regional buyers, key stakeholders who decide what gets shelf space and what gets cut.
Consumer Habits Were Changing Fast
Trends around sustainability, ingredient transparency, and pricing sensitivity were evolving rapidly. The client wanted direct input from people closest to shopper decisions, not just survey data or agency reports.
Our Approach
Targeted Expert Recruitment Across the Ecosystem
We sourced and screened over 40 experts, including big-box retail buyers, e-commerce category managers, brand directors, and consultants with direct experience in personal care and household CPG. Every profile was vetted for current, practical insight.
In-Depth Qualitative Interviews (20+)
We conducted guided conversations exploring retail buyer expectations, packaging trends, pricing benchmarks, and what’s working (or not) for new entrants and legacy brands alike. We also covered shifts in shopper behavior in natural, DTC, and Gen Z-driven segments.
Competitive Insight & Retailer-Specific Preferences
Experts shared how competitors were positioning themselves, which innovation angles (e.g., refillable packaging, wellness-focused claims) were gaining traction, and which brands were quietly losing relevance. We also captured what specific retailers look for during line reviews.
Insight Summary Built for Product & Sales Teams
We delivered an executive-friendly insights deck with top themes, category feedback, and go-to-market recommendations clearly split for product innovation, brand positioning, and sales playbooks.
Results & Impact
In just 3 weeks, the client was able to:
- Revise packaging design after learning multiple retail buyers had passed on similar formats in recent line reviews.
- Identify three high-impact claims and feature sets resonating with younger consumers across both mass and specialty retail.
- Refine pricing strategy by understanding perceived value gaps versus newer competitors in the same aisle.
- Use expert input to strengthen their retail pitch, resulting in a successful national listing at a leading pharmacy chain.
Nexus continues to support the client with rapid insight across personal care, wellness, and DTC product launches when market expectations shift faster than internal data can keep up.
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