A case box is the corrugated master carton that holds your packaged units when you deliver product to a distributor or retailer. It needs to stand up in a manufacturing, warehouse, and retail setting.
But how do you know how many units to pack in each case box? Industry standard across almost all categories is 6 or 12 units. While this may seem like a small decision, deciding between 6 or 12 can have a big impact on how buyers view your brand, how sales are measured, and how easily stores can stock your product.
We've broken down some factors to consider when deciding if you want to go with 6 or 12 units in each of your case boxes.
As we mentioned, in the CPG industry, case packs of 6 or 12 units are the standard. These formats are recognized by retailers, distributors, and buyers across every category.
Launching with a standard case pack signals that you:
Understand how CPG distribution works
Are ready for retail
Have built a product designed for the U.S. market
When buyers see unusual case counts, it raises concerns about inventory flow, shelf fit, and operational friction. They like and want uniformity when it comes to back of house operations.
Some retailers and distributors track velocity by cases sold, not units sold.
This means the size of your case pack affects how your sales appear in a category review—even when the total units sold are identical.
Shows higher case volume (because more cases are sold for the same number of units)
Can make your sell-through appear stronger in category comparisons
Useful for slower-moving products or categories where velocity is moderate (think of hot sauce, jams, pantry items)
Shows lower case count but moves more units per order
Reduces the risk of stock-outs for fast-moving or impulse products
Helpful for buyers who want fewer touches and steady shelf availability
When retailers like Whole Foods Market, Giant, or MOM’s Organic Market evaluate you for their planogram, they look at comparable case velocity across the category. Your case pack choice directly affects how you stack up (pun intended).
Case packs of 6 or 12 are easy for everyone in the supply chain to handle:
They ship efficiently
They fit well on standard pallets
They are easier for distributors to store and track
They work for both large and small retailers
Most independent retailers have limited shelf space and often do not carry backstock. A case of 6 units allows them to fit the entire case on one shelf without needing additional storage.
This convenience makes them more likely to bring in your product—and keep it in rotation.
Early in your launch, retailers and distributors are cautious. They don’t want to invest in a large quantity of a product that doesn’t yet have proven velocity.
A case pack of 6 lowers the upfront investment and reduces risk:
Smaller financial commitment
Easier for stores to trial
Higher likelihood of a first-time “yes”
Better for gaining early traction
Many emerging CPG brands use a case pack of 6 at launch, then shift to 12 once the product proves its velocity.
On the flip side, choosing a case pack of 12 units can lower your overall cost structure. Whether you buy a case box sized for 6 units or 12 units, the price of the box itself is usually very similar. When you use a 12-unit case, you are spreading that box cost across twice as many units, which improves your per-unit cost and supports stronger margins.
A 12-unit case also increases the value of every sale. Once a retailer or distributor commits to a case, they’ve already purchased double the quantity compared to a 6-unit case.
A case pack of 12 generally works best for:
High-velocity products
Impulse items
Everyday purchases that sell through quickly
Retailers and distributors who prefer larger quantities per delivery
If your product is in a fast moving category, it's worth keeping an open mind to 12 units per case.
Don’t overthink the decision. A case pack of 6 or 12 units will both work. What ultimately matters is whether customers are buying your product and you’re building steady velocity. Case pack size can support your strategy, but it cannot replace demand. Focus on making something people want, keep your operations simple, and choose the case size that best matches how your product actually moves in stores.