A major food and beverage manufacturer set a goal to increase its shelf share at a major retailer. To do this, the manufacturer needed to elevate the in-aisle shopping experience among category enthusiasts at each location.
Circana supported the client in developing a holistic strategy for improving its shelf assortment. We identified products with lower sales contribution as candidates to potentially remove from the shelf and we highlighted distribution voids that could be added to create incremental growth. Based on simulations including manufacturer innovation, the manufacturer identified opportunities for its own brands and provided a full aisle assortment recommendation to the retailer.
The results of our work created both category and brand growth. Beyond gains seen by other on-trend national and local brands, the manufacturer gained item void closures and increased its shelf presence to accommodate shopper demand. Post-launch category sales increased 4.1% and market share 1.4 points versus the same time the year before.