US Shopper Satisfaction Report 2026
US Shopper Satisfaction Report 2026
Australia
Deodorants
FMCG manufacturer / Unilever
Coles and Woolworths
Price pressure, margin erosion and risk of category and brand devaluation
Identifying the shelf layout, simplicity, availability and satisfaction issues behind the commercial pressure
Layout changed in Coles; Woolworths later copied the change; category value increased for both retailers
Shopper Intelligence Australia Deodorants case study
The deodorants category was under price pressure, with the retailer looking to lower brand prices as a route to growth.
For Unilever, the concern was that deeper price investment could erode margin, contribute to price deflation and devalue both the brand and the category. The business needed shopper evidence to show whether the stronger opportunity sat elsewhere.
The team needed to move the retailer conversation away from price as the default response to commercial pressure.
The question was whether lower prices would genuinely improve the shopper experience, or whether shelf layout, navigation and availability were more important opportunities.
Shopper Intelligence showed that price mattered, but it was not the main differentiator. Price sat around the middle of the importance ranking and satisfaction was acceptable, making further price investment less likely to transform the category.
Shelf layout and availability were stronger opportunities. They ranked highly in importance, while the overall category experience was weak, with recommendation at Rank 175 out of 178.
The research also showed that simplicity mattered particularly when shoppers were buying deodorants for someone else, reinforcing the need for clearer navigation and an easier to shop fixture.
The evidence gave Unilever a stronger shopper centred case for discussing shelf improvement with Coles and Woolworths.
Rather than focusing only on lower prices, the team could recommend changes to layout, availability and planograms. Eye tracking research was also used to explore out of stock and layout issues, supporting the Shopper Intelligence findings and helping build the case for practical shelf changes.
The layout changed in Coles and shopper satisfaction improved versus Woolworths. A year later, Woolworths copied the layout change and satisfaction rose there too.
Category value increased for both retailers, brand price points remained undiluted and sales increased.
This case shows how Shopper Intelligence can help suppliers defend category and brand value by identifying the shopper issue behind the commercial pressure. In deodorants, the stronger opportunity was not deeper price reduction, but a better shelf experience built around layout, simplicity and availability.
Australia
Deodorants
FMCG manufacturer / Unilever
Coles and Woolworths
Price pressure, margin erosion and risk of category and brand devaluation
Identifying the shelf layout, simplicity, availability and satisfaction issues behind the commercial pressure
Layout changed in Coles; Woolworths later copied the change; category value increased for both retailers
Shopper Intelligence Australia Deodorants case study
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© 2026 Shopper Intelligence | Stone Hut Designs
© 2025 Shopper Intelligence | Stone Hut Designs
