Retailers have slashed product ranges during the Covid-19 crisis to improve both product availability and operational efficiency. There are now over 13,000 fewer SKUs in the top six UK grocers. Some categories have been especially impacted – UK Petcare has seen a 27% SKU reduction. (Source: The Grocer 4th July 2020). Suppliers themselves have been… Read More
Byron Sharp’s well proven law of growth, that both brands and categories grow primarily as a result of penetration gains and not as much via frequency or AWP as previously understood, sits as a mantra at the heart of the marketing functions of many leading CPG companies. Sharp demonstrates that brands and categories should anticipate… Read More
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