How do FMCG brands use neuromarketing?

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Case study:
FMCG (Fast Moving Consumer Goods) brands have been using neuromarketing for years to stand out on store shelves and reach consumers more effectively. One interesting case is the Lay's brand, which used eye tracking and emotion analysis to optimize its packaging. Neuromarketing research has shown that products with clear visualizations of crisps and natural ingredients (e.g. potatoes) inspire greater trust and encourage purchase.

lay's eye tracking – neuromarketing

Source: Colorado State University

Unilever Group operates similarly , using EEG research to understand specific reactions to its products and their advertisements. The company regularly conducts in-depth marketing analyses aimed at finding the optimal way to present products, including their appearance and location on store shelves.

In the example below, you can see from the participant's perspective how one such study, combining EEG with eye tracking, is carried out.



It is also worth mentioning Nestlé, which tests the vietnam telegram data taste and smell of its products using EEG and emotion analysis. Thanks to these techniques, the brand introduces products to the market that are better suited to consumer preferences, minimizing the risk of failure of new products.