5 ways Category Management teams can support 2025 planning 🗓️
As soon as I’m slightly tempted to put the heating on, I know it’s time to start planning for next year.
Whether you’ve already started planning for 2025 or are just about to, your annual planning process can greatly benefit from category management insights.
Category Managers are experts in the retail landscape, analysing market trends and understanding shopper behaviour. So don’t let your business miss out on leveraging these key skills.
Here are 5 ways a Category Management team can support the annual planning process.
1. Provide Category and Channel Forecasts 🔮
A strong 2025 plan starts with a clear understanding of where the category and channels are heading.
Category Management teams should provide accurate forecasts that highlight growth opportunities and potential risks. This data helps brands allocate resources more effectively and align their strategies with market trends.
While data is crucial, successful forecasting also relies on a balance of numbers and common sense—if you know your category, trust your gut.
Ensure your forecasts are based on robust data sources and regularly updated to reflect shifting market conditions. If you have access to IGD, their channel forecasts are a great place to start.
2. Update Your Team on Retailer Strategies and Priorities 🛒
Category and customer teams should regularly update internal colleagues on any shifts in retailer focus—whether that’s around pricing, promotions, sustainability, or shopper behaviour.
This insight ensures your brand's plans remain relevant and can unlock new partnership opportunities.
Gathering information from public sources, such as retailer websites, in-store visits, or industry publications like The Grocer, is a great way to stay informed.
Nothing beats getting it directly from the source, so it is key to build and utilise your partnerships with retailers.
3. Highlight Risks and Opportunities for Range Reviews ⚠️
Help your business plan ahead by identifying both the risks and opportunities ahead of next year’s range reviews.
Category Management teams should focus on key areas such as range and space risks—using tail analysis and space-to-sales reviews to pinpoint underperforming lines or potential gaps.
It’s also a great time to review your shopper insight and flag any gaps that you might want to fill (and need budget for).
4. Identify Key Dates and Events 📅
Help your internal colleagues and retail partners identify key dates and events that could increase sales throughout 2025:
Promote During Natural Peaks: Highlight seasonal peaks and high-traffic periods to focus key promotions, maximise uplift and drive higher sales.
Relevant In-Store Events: Review event opportunities where your brand and products are most relevant. Whether it’s Christmas, Easter, summer events, or Back to School, these opportunities boost relevance and attract new shoppers. Check out our previous articles on events such as Ramadan, Pride, and Lunar New Year for more helpful insight.
5. Provide Promotional Insights and Recommendations 📈
Support your business with promo planning by reviewing this year’s promotions and shopper insight:
Review Performance: Analyse the performance of past promotions for your brand and competitors to understand which mechanics and execution work and which don’t.
Delve into shopper data: Panel or loyalty data can help you identify what else is in the shopper’s basket and if there are particular brands that shouldn’t be promoted together.
Understand Shopper Behaviour: Understand how promotions are shopped in your category and identify what behaviours you want to target. Price cuts with feature are best for driving penetration, while multi-buys can help drive repertoire.
For more insights on effective promotional strategies, check out our article 5 things you should know before you plan your next promotion.
As you refine your 2025 plans, consider these five strategies to make the most of category insights.
If you need support or want to dive deeper into any of these areas, feel free to reach out or explore our additional resources.
Let’s make 2025 a standout year for your brand!
All the best,
Ella and the May Insight team.
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September 2024