Presenters:
Lauren Winkler, VP Category Insights
Mark Franzese, Head of North America Category Solutions
As a leading insights firm with expertise in category leadership, Kantar has been running a category management study involving retailers and manufacturers for the past decade, with data collected in 2009, 2014, 2017, 2021, and now in 2022. Each time, we collect feedback from a range of retailers and manufacturers that allows us to track changes over time in the domain of category management.
Three key themes emerged from our 2022 category leadership study.
Theme #1: Retailers are reclaiming influence
As part of our 2021 study, we found that retailers were overwhelmed with day-to-day category management tasks during peak COVID waves. As a result, the perceived balance of power between retailers and manufacturers shifted towards greater manufacturer control for the first time in the history of our study: retailers were relying more heavily on their suppliers during a time of need.
Our 2022 study reverses that trend, and we see a swing back towards more retailer control in the relationship. Retailers are less reliant on manufacturers for tactical support during COVID, and severe supply chain constraints have weakened manufacturers’ position in the relationship.
Theme #2: A return to strategy
Our 2021 study revealed that retailers and manufacturers were looking at very different strategic planning time frames: Manufacturers remain committed to a three- to five-year strategic vision, while retailers, still grappling with the realities of COVID, craved more near-term tactical guidance.
Now in 2022, retailers would like to revisit more strategic, future-facing discussions. For manufacturers frustrated at the lack of retailer engagement in strategic discussions throughout 2020 and 2021, this is the right time to bring your future category vision to your retailer partners.
Theme #3: The future is bright, but still rapidly evolving
Both retailers and manufacturers are feeling more positive about the future of category management in 2022 compared to sentiments we recorded in our 2021 study. When asked to supply one adjective that reflects the future of category management, we received responses such as “bright,” “hopeful,” and “promising.”
However, both manufacturers and retailers identify some key challenges that will continue to shape their category visions throughout 2022 and into 2023: supply chain disruptions, inflationary pricing, and labor shortages. In addition, retailers remain more concerned about future COVID waves compared to their manufacturer partners.
A true category leader needs to consider potential threats on the horizon as they revisit their 5-year strategic category vision. Now is the time to analyze the category management lessons we’ve learned over the past two years and develop a future vision for post-COVID category growth.
Fill out the form below to watch the replay or contact us to speak to someone directly about our category leadership study.
Lauren Winkler, VP Category Insights
Mark Franzese, Head of North America Category Solutions
As a leading insights firm with expertise in category leadership, Kantar has been running a category management study involving retailers and manufacturers for the past decade, with data collected in 2009, 2014, 2017, 2021, and now in 2022. Each time, we collect feedback from a range of retailers and manufacturers that allows us to track changes over time in the domain of category management.
Three key themes emerged from our 2022 category leadership study.
Theme #1: Retailers are reclaiming influence
As part of our 2021 study, we found that retailers were overwhelmed with day-to-day category management tasks during peak COVID waves. As a result, the perceived balance of power between retailers and manufacturers shifted towards greater manufacturer control for the first time in the history of our study: retailers were relying more heavily on their suppliers during a time of need.
Our 2022 study reverses that trend, and we see a swing back towards more retailer control in the relationship. Retailers are less reliant on manufacturers for tactical support during COVID, and severe supply chain constraints have weakened manufacturers’ position in the relationship.
Theme #2: A return to strategy
Our 2021 study revealed that retailers and manufacturers were looking at very different strategic planning time frames: Manufacturers remain committed to a three- to five-year strategic vision, while retailers, still grappling with the realities of COVID, craved more near-term tactical guidance.
Now in 2022, retailers would like to revisit more strategic, future-facing discussions. For manufacturers frustrated at the lack of retailer engagement in strategic discussions throughout 2020 and 2021, this is the right time to bring your future category vision to your retailer partners.
Theme #3: The future is bright, but still rapidly evolving
Both retailers and manufacturers are feeling more positive about the future of category management in 2022 compared to sentiments we recorded in our 2021 study. When asked to supply one adjective that reflects the future of category management, we received responses such as “bright,” “hopeful,” and “promising.”
However, both manufacturers and retailers identify some key challenges that will continue to shape their category visions throughout 2022 and into 2023: supply chain disruptions, inflationary pricing, and labor shortages. In addition, retailers remain more concerned about future COVID waves compared to their manufacturer partners.
A true category leader needs to consider potential threats on the horizon as they revisit their 5-year strategic category vision. Now is the time to analyze the category management lessons we’ve learned over the past two years and develop a future vision for post-COVID category growth.
Fill out the form below to watch the replay or contact us to speak to someone directly about our category leadership study.