VISUAL BRAND PERFORMANCE REPORT

Fruit Snacks

How are fruit snack brands capturing attention and driving conversion with their product imagery on Walmart?

Vizit analyzed visual content from the top-searched fruit snack brands on Walmart, including images from 97 unique listings and 20 brands. The chart below displays the visual brand performance of all 20 brands based on the scores of their product listing page imagery.

Visual Brand Performance Landscape: Fruit Snacks

Measuring the Visual Effectiveness of Top-Searched Fruit Snacks Products on Walmart

Visual Brand Performance Leaderboard:

The Fruit Snacks Brands With the Most Effective Visual Content on Walmart’s Digital Shelf

Betty Crocker brand’s visual content outscores all other top-searched fruit snacks brands on Walmart’s digital shelf. The brand’s high score is driven by effective packaging design that features recognizable characters like Scooby Doo, as well as carousel images that include alternate angles of product packaging. Among the top-5 scoring brands there are also 3 large category players – Gushers, Fruit Roll-Ups, and Fruit by the Foot. While the Fruit by the Foot brand has lower than average scoring carousel images, their high-scoring product hero images earn them 5th place in overall. Smaller category player Raisels comes in 4th place driven by with high carousel image scores. 

See the full list of fruit snack brands ranked by visual effectiveness with online snack shoppers here >

The Hero and Carousel Image Design Trends that Increase Traffic and Conversion Potential

An AI-analysis of hundreds of fruit snack product hero and carousel images on Walmart’s digital shelf surfaced distinct trends in which images and design techniques drive visual effectiveness for online snack food shoppers. 

Traffic-Drivers: Characteristics of High-Scoring Product Hero Imagery

Cartoon Characters & Illustrations

Product hero images that feature cartoons and illustrations are highly visually engaging for Snack Shoppers. The Betty Crocker brand features several products that exemplify this trend trend. Cartoons & illustrations both capture shopper attention and drive high image scores. 

Vibrant vs. desaturated packaging colors

High-scoring fruit snack product hero images tend to include product packaging with highly saturated colors and designs, while lower-scoring product hero imagery tends to feature packaging with desaturated background colors. Brands including Fruit Roll-Ups, Gushers, Funables, and Betty Crocker all leverage vibrant colors within their fruit snack product packaging. 

Dark Packaging with Photorealistic Fruit Imagery

Product hero images that include dark product packaging with photo-realistic fruit tend to score lower with online snack shoppers. Both the “Wise Company” and “That’s It” brands feature product hero imagery that contain these trends.

Conversion-Drivers: Characteristics of High-Scoring Carousel Imagery

Human Models Holding Fruit Snacks

High-scoring fruit snack supporting carousel images on Walmart include close-ups of human hands holding products. Consumer attention and engagement are captured by the texture of the unpackaged fruit snacks. Images from Raisels and Welch’s exemplify this trend.

Showcasing Portability

Images of fruit snacks being packed into lunch bags or taken “on the go” score highly with online snack shoppers. Raisels and Stretch Island brands feature visuals that reflect this trend on their product display pages.

Alternate angles of product packaging

Carousel images that show alternate angles of the front of fruit snack boxes score highly for snack food shoppers, especially for products with already high-scoring product hero images. Betty Crocker, Funables, Fruit Roll-Ups, and Gushers all exemplify this trend.

Insights to Action: Optimizing Digital Shelf Imagery at Scale with Visual Brand Performance

According to Salsify, 30% of U.S. shoppers say they will not purchase a product if images are missing or low quality, while 70% say they are more likely to buy a product from a personally relevant product page.  Even if you’ve nailed your description, search, reviews, inventory, and pricing – the wrong visual content can mean millions in lost sales every year. Using the power of AI and machine learning, Vizit gives brands the power to measure the impact of product imagery to ensure it’s relevant for specific consumer audiences. Leading brands are utilizing Vizit’s Visual Brand Performance platform to create, identify, optimize, and monitor the effectiveness of imagery at the speed and scale of ecommerce.

About Vizit Predictive Image Insights

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