New Mintel and Dragonfly AI Partnership Helps Brands Optimize Packaging Early

Mintel and Dragonfly AI have partnered to bring neuroscience-backed packaging predictions into GNPD, helping CPG brands launch with more confidence.

Mintel announced a new partnership with Dragonfly AI, bringing predictive attention intelligence directly into the Mintel Global New Products Database, or GNPD. The collaboration marks a meaningful shift in how consumer packaged goods brands can evaluate packaging before a product reaches market.

Until now, product intelligence and attention analytics lived in separate places. Furthermore, packaging decisions were often made on instinct rather than evidence. This partnership changes that.

In practice, this means brands can run a packaging idea through Mintel GNPD and immediately understand how a consumer’s eye is likely to move across it. Moreover, they can compare that performance against competitors in the same category.

The integration includes Dragonfly AI attention metrics such as visibility, clarity, and digestibility, alongside attention heatmaps and category benchmarking. As a result, teams no longer have to wait for in-market data to discover that key messaging got missed. Shoppers do not read packaging carefully. Instead, they scan. In that brief moment, what catches the eye first often determines what ends up in the cart.

While brands invest heavily in product and positioning, packaging decisions are often made without clear evidence of what captures attention. This combined capability shifts decisions from assumption to a science-backed view of what will cut through in a competitive environment. Additionally, with tens of thousands of product launches tracked in GNPD each month, these insights can be applied continuously and at scale across categories and markets.

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.
Matt Nelson, Global CEO of Mintel

Every leading brand relies on Mintel to inform product innovation, and Dragonfly AI ensures that work gets the attention it deserves. Through our partnership with Mintel and integration into GNPD, we’re bringing that science into a real-world context, enabling brands to see not just what’s happening in their category, but what’s truly capturing consumer attention.
Steve King, Co-founder and CEO of Dragonfly AI

The technology is not a black box. Dragonfly AI’s model is grounded in over a decade of neuroscience research, developed in partnership with Queen Mary University of London. Its patented model mirrors how the brain processes visual information before conscious attention begins, delivering consistent, reliable predictions of what consumers notice. That means the predictions are not based on survey responses or focus groups. Rather, they are built on how human vision actually works.

According to Mintel, the integration gives client teams four specific capabilities. First, they can see how packaging performs across categories and markets. Second, they can understand what stands out first and whether key messages are legible. Third, they can identify what consumers are likely to miss entirely. Finally, they can make faster, more confident decisions earlier in the innovation process.

As brands move faster, with less room for error, and expectations for in-market performance continue to rise, Mintel and Dragonfly AI give teams a more reliable way to refine packaging and launch with confidence. Existing Mintel clients can log in to GNPD now or contact their account manager for more information. New clients interested in exploring the feature can book a discovery session through Mintel’s website.

Disclaimer: This news is based on publicly available information. NervNow has not independently verified any claims.

DISCOVER LATEST AI INDUSTRY UPDATES
AlphaGrep Uses AI to Make Mutual Fund Investing Simple
Jensen Huang’s Foundation Donates $108M in AI Computing to Researchers
Fractile Bags $220M to Compete With Nvidia in AI Hardware
Acronis Debuts Cyber Frame IaaS Platform for MSP Growth