Mintel has announced a new partnership with Dragonfly AI to integrate predictive attention intelligence into the Mintel Global New Products Database (GNPD). The collaboration introduces packaging performance scoring for every product listed within GNPD, giving brands deeper visibility into how packaging is likely to perform on retail shelves before launch.
The companies said the integration combines Mintel’s global product innovation intelligence with Dragonfly AI’s neuroscience-backed analytics to help organizations better understand what captures consumer attention in increasingly competitive retail environments.
Mintel said the partnership addresses a growing challenge for consumer brands: understanding what packaging elements actually capture shopper attention in crowded retail environments.
By integrating Dragonfly AI’s predictive attention analytics into GNPD, clients can evaluate packaging performance at scale across categories and markets. The companies noted that brands often invest heavily in product development and positioning while lacking clear evidence around what packaging designs effectively attract attention and communicate messaging.
The new packaging performance score is designed to help organizations assess what consumers are most likely to notice first, what information may be overlooked, and how effectively packaging communicates key messages.
"Mintel is focused on helping our clients turn data into direction and, ultimately, into growth," said Matt Nelson, Global CEO of Mintel. "By combining Mintel GNPD's view of global innovation with Dragonfly AI's scientifically proven attention analytics, we're giving brands more confidence that their products will connect and perform in market."
According to Mintel and Dragonfly AI, consumer purchasing behavior increasingly depends on quick visual scanning rather than detailed product evaluation. The companies said understanding attention patterns has become critical for brands looking to improve shelf visibility and product performance.
Dragonfly AI’s technology is based on more than a decade of neuroscience research conducted in partnership with Queen Mary University of London. The platform uses patented predictive models designed to simulate how the human brain processes visual information before conscious attention occurs.
"Understanding attention is fundamental to creative effectiveness," said Steve King, Co-founder and CEO of Dragonfly AI. "Every leading brand relies on Mintel to inform product innovation, and Dragonfly AI ensures that work gets the attention it deserves."
The companies said the combined solution allows brands to move beyond assumptions by applying science-backed attention analytics to packaging design and innovation strategies.
The integrated platform is designed to support packaging and innovation teams throughout the product development process by providing predictive insights earlier in the workflow.
According to Mintel, organizations using the combined capabilities can evaluate how packaging performs across categories and markets, identify which design elements stand out first, determine whether messaging is clearly communicated, and understand what visual components may be missed by consumers.
The partnership aims to help brands make faster and more confident packaging decisions while reducing risks tied to product launches and creative execution.
As consumer packaged goods companies face growing pressure to accelerate innovation cycles while maintaining performance expectations, Mintel and Dragonfly AI said the integration provides a more reliable framework for optimizing packaging effectiveness before products reach the market.
As a market intelligence agency, Mintel's understanding of consumers, innovation and global markets gives their clients the clarity to act and the confidence to lead. With over 50 years of expertise and millions of data points, they fuse the real-world understanding of Mintel experts with cutting-edge technology to uncover patterns and predict the future. Next starts here. Visit mintel.com to learn more.
Dragonfly AI is the world's smartest creative testing solution to maximise creative effectiveness. Powered by patented, biologically inspired AI and grounded in over a decade of neuroscience research, Dragonfly AI predicts how real people will see, feel, and remember creative content before it goes live. The platform helps brands optimise creative performance across digital, in-store, and omnichannel environments, combining insight across attention, memory, and emotion.
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