The Impact of Package Sizing in D2C Sales (Chocolate Shake Case Study) - Neha Jain

Recently, I had the opportunity to engage with the owner of a D2C edible consumer goods company. We were discussing about understanding consumer experience in the online sales channel and it was fascinating to learn how package sizing for their chocolate shake/ hot chocolate mix were impacting sales.

Taste Junction, initially sold their chocolate shake/ hot chocolate mix in larger SKUs, such as 250g packages. This led to inconsistent consumption experiences, as customers often used more or less than the recommended serving size for the mix, affecting the taste of the drink. This issue was exacerbated by the company’s primary online sales model, limiting direct customer interaction. So to address this, they switched to packs of single-serve sachets ensuring a consistent and intended taste experience.

In the highly competitive D2C market, keenly understanding customer feedback and quickly adapting is not a good to have but a "Must-have" in the business.

Would love to know your experiences/insights on unique D2C challenges in the comments below.

Also don't forget to check out other interesting articles by Neha Jain on LinkedIn.