We work with many FMCG companies in the UK and beyond. It is rare for them not to have good ideas on how to sell more, based on their consumer insight and category knowledge. But it is common for them to find it hard to get these ideas heard and supported by Retailers. The fundamental […]
We help lots of companies with growth strategies, across many categories. I am struck by how often the key questions the companies are asking, are similar. How can we grow a Category that has shown little or no growth recently? In the context of deflation driven by Discounters? With high levels of promotion in recent […]
You can think about the current food and grocery landscape as being made up of the Establishment and the Disruptors. The Establishment – the big Grocers, the big FMCGs – fighting hard over static or declining markets, with margins under intense pressure. The Disruptors – Discounters, Amazon, Deliveroo, Pret, Bighams, Brewdog – full of confidence, […]
There has been a lot of talk in the industry recently about “less is more” ranging, what with Tesco’s Reset activity, followed by Asda’s current activity. But the challenge of finding the perfect range has always been key to Retailers, and to Suppliers advising them on their categories. How do you find the sweet spot […]
In the early days of category management, we all talked a lot about category roles. Was a category “Destination” – one reason to visit a store? Was it “Core” – important to shoppers, offering a good range and price? Or was it “Convenience” – something shoppers could pick up whilst at the store, but where […]
Human beings are creatures of habit. Especially when it comes to food. Ask most consumers about their main meal repertoire, and they will tell you about five to eight trusted meals that they have again and again. Ask how long they’ve been having one of their trusted favourites, and they will often talk about five, […]
Grocery Retail delivered zero growth in2015, according to Kantar. Most industry commentators predict continued low or even no growth in our market. The Big 4 accept or imply that share growth will be tough to get. We hear of Branded companies reluctant to take bold, optimistic Category Strategies to Retailers, for fear of being thought […]
Most branded and many own-label companies have formal category strategies – explicit points of view on how to get growth in their categories in the medium to long term. Typically these are shared with retailers, in an attempt to agree a common direction for buyer and supplier. You might expect the retailers to be all […]
As we approach New Year and the time for resolutions, it is appropriate to think about habit change. Whether we are attempting personal change, or trying to bring about behaviour change in consumers and shoppers, it is difficult. Human beings are creatures of habit. They don’t change comfortably. FMCG and Retail is full of examples. […]
Speaking to friends and contacts in the food industry, I sometimes hear it said that “our innovation project would have worked but it withered and died because it didn’t get the Marketing support required”. It surprises me how often these same people and companies are now working on a new and different innovation project. If […]