15 April 2026: Up to 70% of brand choices are made at shelf, but many FMCG brands aren’t designing for that moment.
According to Sydney-based brand and packaging agency The Creative Method, the gap isn’t awareness. It’s conversion. In some cases, brands are investing heavily to create demand, only to lose it in seconds at shelf. In effect, they’re paying to get noticed, then losing the sale in seconds.
“Brands are very good at getting attention,” says Founder and Creative Director Tony Ibbotson. “But they’re not as disciplined about what happens when someone is deciding whether to buy.”
Despite significant investment in marketing and demand generation, many products are failing to convert that attention into purchase.
The issue, Ibbotson argues, sits at shelf.
“In that moment, customers aren’t analysing – they’re deciding. And if the product isn’t immediately clear, the decision moves on,” he says.
As ranges expand, many brands default to adding more: more claims, more messages, more visual elements to stand out. But this often creates the opposite outcome.
“What feels like differentiation internally often shows up as friction externally. The product becomes harder to read, harder to compare, and ultimately harder to choose,” says Ibbotson.
At the same time, private label has become more structured and easier to navigate, raising expectations across entire categories.
In many cases, the simplest product is now the fastest to understand, and the one that sells.
The brands that are performing strongly are not necessarily the ones saying the most, but the ones making decisions easier. Clear hierarchy, consistent systems, and recognisable structures allow customers to understand products quickly, even across growing ranges.
That clarity reduces hesitation at shelf and increases the likelihood of purchase.
“Speed matters more than persuasion in that moment. If a customer can process a product quickly, they’re far more likely to choose it,” says Ibbotson.
The implication for brands is a shift in how packaging is viewed. Rather than a final visual layer, it is becoming a core commercial tool. One that determines whether marketing investment translates into sales. “The brands that are scaling well are designing for decision-making, not just for attention,” adds Ibbotson.
