Category Management

We all cook World Foods on Instagram. But what happens in-store?

2021-02-16T10:33:07+00:00February 15th, 2021|Category Management, Shopper behaviour, Insights|

We all cook World Foods on Instagram. But what happens in-store? These insights were first published as part of The Grocer's World Foods Category Report 2020 (Nov 2020). Figures have been updated to reflect our most recent data. Do you miss eating out during the pandemic? Dream about your favourite restaurant's flavours - let

Cut the cr*p and be a better storyteller

2021-02-04T10:35:25+00:00February 4th, 2021|Category Management|

Cut the cr*p and be a better storyteller When was the last time you were asked to show more charts? I suspect that’s never happened. However, if you haven’t created a deck with 64 slides of charts and one slide of recommendations, I’m sure you’ve seen one. If you’re a Category Manager then you’re

Do you have real life talks with buyers and brand managers?

2021-01-14T13:29:40+00:00January 14th, 2021|Views, Category Management|

What’s so good about two people conversing? My phone hardly ever rings these days. I am inundated by emails. My family now seem to prefer WhatsApp. Business life is dominated by Zoom meetings and webinars. What I crave is old fashioned conversation. By phone is OK (yes, it does actually work as a phone,

There are 3 types of category manager. Only one is of real use.

2021-01-29T17:48:58+00:00January 5th, 2021|Category Management|

There are 3 types of Category Manager. Only one is of any real use. I’m not a classically trained Category Manager, I’m not sure many of us are. If you were lucky enough to be given formal training, or taught by someone who was, you’ll be familiar with the framework we all work to, more

What makes Oral Care and Personal Care unique for retailers?

2021-01-29T17:48:25+00:00December 29th, 2020|Category Management, Insights|

Shoppers heavily rely on promotions We see a heavy reliance on promotions and shoppers certainly notice it! 30% of shoppers claim to buy on promotions in the Oral Care, Personal Care and Toiletries department. The store average (across 165 FMCG categories) is only 23%. Despite this promotional awareness, it

As a Category Manager are you the next CEO or stuck for life?

2020-12-07T10:03:19+00:00November 23rd, 2020|Category Management|

If you're a Category Manager are you the next CEO or stuck for life? “Let’s be realistic, if you stay in Category then the best you can hope for is heading up the Category Team. After that if you want to go up, you’ll have to get out.” You might not have been told

How to win UK shoppers in different dairy categories

2020-11-05T12:26:20+00:00October 26th, 2020|Category Management, Shopper behaviour, Insights|

Dairy is a versatile department. Categories that sit side by side play very different roles for shoppers and for retailers. By comparing categories, we better inform our category management strategies. Using the latest shopper insights from Shopper Intelligence UK's recent survey (June-September 2020) here we shall focus on two categories within Dairy: Yoghurts vs.

Home Baking shopping trend: capture it by Premium and Innovation

2020-09-09T10:51:24+01:00August 28th, 2020|Category Management, Shopper behaviour, Insights|

Home Baking - a new trend with need for innovation  After the sudden rise of cooking at home resulting from the initial lockdown measures, consumers are returning to old habits and we see this trend returning to pre-lockdown levels. However, the opportunity still exists for brands and retailers to retain trialists of the home

Why isn’t sales history alone sufficient to understand shoppers?

2020-09-17T20:37:18+01:00June 11th, 2020|Views|

If you read the marketing tomes coming from the likes of Nielsen, IRI, Kantar, 84.51, Dunnhumby etc, you would imagine that historic sales patterns can answer pretty much any category or retail strategy requirement. There are many providers of sales analytics. An entire Industry. An Industry with a common dominant assumption, an assumption that

4 types of benchmarking in market research – and when to use them

2020-08-24T20:40:56+01:00May 30th, 2020|Views|

Benchmarking is much more than just comparing your own performance to your competitors. In market research it is used in a variety of creative ways, in different study types. We all know the classical situation. When you look at your Net Promoter Score of let’s say 58% – and you ask: should I be