Circana’s growth consulting experts used our proprietary Growth Vectors methodology to analyze category dynamics, consumer preferences, and client brand performance. The team:

• Conducted a Market Opportunity Analysis: Circana reviewed the client’s overall category and brand performance, revealing its core brand lost share while the category and top competitors were growing. This highlighted the need to target growth opportunities where the client was underdeveloped.

• Identified Product-defining Attributes: The team mapped key product attributes — such as strength, product type, package type, and scent — and created custom pack and price tiers. This granular analysis showed premium brands, body lotions, and scented items were outperforming, and the client had an opportunity to expand their product innovation strategyand new product development strategy in these areas.

• Uncovered Six High-potential Growth Opportunities: Multiple attribute combinations were tested to determine the most attractive spaces for growth. From those tests, six priority opportunities were identified: three white spaces and three underdeveloped areas. Innovation opportunities focused on winning with large packs, body lotions, and scented products across channels. Renovation focused on assortment adjustments and channel expansion.

• Created a Data-driven Roadmap: Circana sized each opportunity and developed a clear, actionable roadmap detailing the steps needed to unlock incremental sales, including assortment adjustments, distribution expansion, and product mix innovation. Our growth consultants also partnered with the client to address potential constraints and outlined future support areas, like assortment analytics and consumer surveys, to ensure successful execution.