Category Development

We help you understand and anticipate challenges facing your categories or emerging business opportunities. Whether it's the impact of private label or you want to develop a private label strategy. Whether your shoppers are trading up/down/out to another brand or another channel. Or you want to expand into a new category.

Category development can take lots of different forms: sometimes you need to understand why your shoppers have left the category, where they've gone, and what to do about it. Sometimes, you need to have a strategy to stop private label taking your share. And sometimes, you want to get into a totally new category.

We help you: assess the dynamics of the category, understand the drivers (sometimes it's not what you think), help you see how others have approached the same situation (often there's great learning from people outside your business), and how your shoppers will too.

It's a multi-faceted approach and it works.