The rise of occasions and mindsets driving decisions, the declining relevance of category management: what does best practice look like in our COVID world?

Shopper decision hierarchies are shifting.  Specific needs and mindsets are leading to blurring of traditional category constructs and retailing footprints e.g. Dinner for Tonight sections, Health aisles, buying for him.  How must traditional category management evolve?  What does it mean to future proof your brand and go-to market investment?  We’ll demonstrate best practice supplier structure and mindset, leading to more effective category and brand outcomes, plus better retailer relationships.