Commercial teams at FMCG companies, who could be spending on average up to an estimated 800 hours each year processing and reporting on epos data, drawing insights from over 800 individual reports from retailers’ EPOS systems, could shortcut the route
Shopper marketing activity must be strategic to optimise return from Britons’ love of summer BBQs, says Bridgethorne
A new study that has highlighted the extent of Britons’ love affair with a good summer barbecue reinforces the importance for brands and retailers to embrace occasion-based shopping when targeting shoppers and consumers.
With British consumers expected to spend in the region of £400 million on Easter eggs and Easter-related confectionery this year, the increasing choice of options available on supermarket shelves reflects the continuing fragmentation of UK shoppers and their needs.
The growing importance of Halloween as a retail shopping occasion underlines the importance for brands to exploit its potential by developing activation plans that are clearly linked to the specific needs of their target shoppers. Category management and shopper marketing expert
Branded and own-label FMCG suppliers need to urgently prepare for the prospect of retailer delisting by identifying the steps they need to take to defend themselves against delisting and put themselves in a powerful position to positively argue their case. That’s
Too many food and drink suppliers still fail to understand the difference between the consumer and the target shopper, neglect the importance of the last 50 yards in the shopper journey and, as a result, are missing out on shopper
Reports that the rise in the number of vegetarians and vegans saw sales of Quorn rise by 16 per cent last year as more shoppers pursued meat-free diets provides further evidence that our changing eating habits have put the shopper in a position of increasing influence
With forecasters predicting that rising inflation could steer Christmas shoppers away from premium food and drink products this year, FMCG suppliers are being urged to draw on insights of what influences and motivates their shoppers as part of their commercial
Britons are twice as likely to keep a supply of pain relief medication than they are to stock up on cold and flu remedies, according to new research by category and shopper management specialist Bridgethorne.
Britain’s gin attraction reveals potential for category growth to meet shopper demand, says Bridgethorne
With UK gin sales having topped £1 billion and the spirit restored as a staple item in the Office of National Statistics’ Consumer Price Inflation Basket of Goods after a 13-year absence confirmed, there are signs that new product development that
FMCG suppliers need to become master storytellers to succeed with grocery retailers, says Bridgethorne
With retail multiples looking to downsize their ranges, especially in the context of cost price negotiations prompted by recent currency fluctuations, FMCG suppliers need to become master storytellers to remain competitive. Category and shopper management specialist Bridgethorne is urging suppliers to
Figures published towards the end of 2016, which showed that one in four non-food purchases were made online in November, underlines how commercially important it will be this year for brands and suppliers to gain a better understanding of shopper
The announcement that Tesco is to complete a £3.7bn deal to buy Booker Group, the UK’s biggest food wholesaler, presents both a challenge and an opportunity to FMCG suppliers hoping to benefit themselves from the consolidated organisation, according to category
Strong supermarket performances show benefit of getting under the skin of changing shopper behaviour, says Bridgethorne
The successful performance of the retail multiples over the Christmas period demonstrates the value being gained by suppliers and retailers alike in better understanding the changing nature of shopper behaviour and requirements. Category and shopper management specialist Bridgethorne points to Sainsbury’s
FMCG suppliers need to be aware of retailer priorities and better prepared for their own ‘Marmite’ price conversation, says Bridgethorne
Category and shopper management specialist Bridgethorne has urged FMCG suppliers to be better prepared for potential cost price discussions with retail multiples, following Tesco’s temporary suspension of Marmite and other Unilever brands.
Malibu’s ‘digital bottle’ shows how focus is developing on emerging, connected Millennial demographic, says Bridgethorne
A pilot scheme in which tapping bottles of Malibu with a smartphone will give shoppers access to exclusive content, prize draws and even a bar locator, indicates the direction brands may start to move in order to keep up with
A steady move upwards in the number of those ordering alcohol online for home delivery is one example of the way in which we are shopping for our groceries is subtly changing. This is according to a year-on-year comparison of
More people associate Easter with eating chocolate than anything else - with nearly three quarters likely to buy Easter Eggs and other chocolate novelties - according to new research. Findings from the latest Bridgethorne Shopper Index, from category and shopper management
Younger shoppers shun fresh fruit and vegetables in favour of ready meals and pasta, Bridgethorne finds
The over 55s and those with families are more prolific buyers of both fresh fruit and vegetables and fresh or chilled meat, whilst those in the 18-34 age group and empty nesters are more likely to be buying ready meals
The emerging Millennial generation is a restless, moving target for both brands and retailers who must find new ways to influence them, by better understanding their behaviour and fundamentally adapting their offering accordingly.
Kingsmill de-listing shows suppliers must be range review ready or risk becoming toast, says Bridgethorne
The announcement that Tesco is delisting Kingsmill bread sends a warning to all suppliers that they must make their contribution to multiples’ range reviews a more central focus for their business, according to Bridgethorne, the category management specialist. Although Tesco will
Suppliers need to embrace range reviews as multiples battle for stand-out in competitive market, says Bridgethorne
The news that Iceland is launching a major advertising campaign to promote its speciality fish and meat selection – which includes ostrich, crocodile and kangaroo meat products – is indicative of the lengths multiples are going to review and create
The decision by Tesco to reduce the number of products it stocks by up to 30% in an attempt to cut costs and make the weekly shop simpler will place even greater pressure on suppliers to ensure their range review
Growth in online Christmas spend underlines importance of online category management expertise, says Bridgethorne
The fact that a record £636m was spent online on Christmas Day on top of an expected UK spend in excess of £17bn online in the run-up to Christmas reinforces the importance for suppliers and manufacturers to understanding how category management
The fragmentation of the grocery retail landscape across multiple channels is placing a strain on food and non-food FMCG suppliers to recruit account management professionals capable of creating and sustaining strategic rather than purely transactional relationships with retailers. That, according