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We recently conducted an online survey on behalf of a national food brand in which we displayed various images of a grocery store’s shelf space and asked consumers to select the product they would purchase from among those shown on the shelves. This project was successful at differentiating consumer choice based on how the products were packaged, and gave our client important information on package design direct from their target consumers.

That project got me thinking about how shelf space is a limited resource, and in some cases purchase decisions are influenced as much by what’s not on the shelf as by what’s on it.

For example, my Yoplait Fruplait yogurt has gone missing. And I blame you, Greek yogurt.

Fruplait is a delicious (to me) yogurt-fruit concoction that’s heavy on the fruit. There are four single servings to a pack and there are four fruit flavors from which to choose.

I had a wonderful relationship with Fruplait up until the time Greek yogurt started hitting the shelves. With Greek yogurt muscling in and shelf space at a premium, suddenly, the number of flavors in a given store was reduced. Then some stores stopped carrying Fruplait. Now, none of the four stores at which I typically shop carries it at all (it’s still available at some retailers).

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