CASE STUDY

Price and Trade Advantage™ sees +£10M growth in value sales by reallocating promotional support

Sep 25, 2024

Snapshot

MARKET RESEARCH SERVICES

Price and Trade Advantage™

DATA TYPES

POS

INDUSTRIES

Pet Care

COMPLETION

Q2, 2022

The Challenge

A UK pet food manufacturer operating in the premium segment, was concerned that the market was reaching a saturation point in terms of frequency of discount. They wanted to understand how to maintain their own growth and continue to grow the overall category without increasing weeks on discount.

The Results

By shifting promotional support to a more efficient mix of products, across retailers and promotion mechanics, Circana identified over £10million of net value gains without the client having to increase the weeks of promotional support.

Insight

Leveraging the Price and Trade Advantage™ solution, Circana identified ways to increase the efficiency of promotional support in driving net manufacturer and total retailer category uplifts, focusing on promoting the right products, in the right retailers with the most appropriate promo mechanics.