UK Household Multi Category

A blurry image of a supermarket aisle.

Company Profile:

  • Turnover: £400m
  • Categories: Non-Food Grocery
  • Region: EMEA/United Kingdom
  • Market Position: Brands are in the Top 3 in their respective categories
  • RWA Solution: 3-year Strategic Pack, Price & Promotion Strategy

Business Situation:

  • Operating in a low-growth environment and a declining category
  • Post COVID headwinds including increasing COGs
  • Key brands across the portfolio with unclear equity proposition
  • Retail market pricing heavily depressed by Discounter presence
  • Focus of category has been on everyday low pricing
  • Retailer operational strategies diverging in approach leading to tension in retailer/manufacturer relationship

What We Delivered:

  • Delivered a Pack, Price Architecture (PPA) strategy and set of 2-year financial forecasts focused on largest mass grocer and discounters
  • Pack Portfolio strategy developed for Discounters for the first time
  • Combination of promotion and pricing initiatives developed to enable category growth through premiumisation
  • Improved client/ retailer engagement through category led insight and recommendations, as measured by the Advantage Group
  • 20x ROI from project investment identified in first year
  • Identified ‘white space’ additional revenue in innovation by brand, totally in excess of £7m

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