Spotting the next big thing
Every so often, there’s a new “must have” product or trend doing the rounds.
It might be a new flavour, format, or even packaging idea that disrupts the market.
Dubai Chocolate, Shawarma, Matcha Tea to name a few.
Some brands are on it straight away. With a quick tweak here, a limited edition there – all in the hope of catching a retailer’s eye, or standing out in a crowded retail strategy.
But there is a difference between being visible and being valuable.
The brands that last aren’t the ones constantly changing what’s new.
They’re the ones who know exactly where they fit, who they serve, what their customers are prepared to pay, and why the category needs them.
That’s what I call category confidence.
If you’d like to look at how I help brands build clarity, take a look at my category management services. They’re all about turning good products into strong retail stories.
The problem with chasing trends
It’s tempting though, isn’t it?
See a new trend, jump on it, pray it sells.
But when every manufacturer does the same, it just becomes messy and a very noisy marketplace.
If your range looks different every season, retailers can’t tell what you stand for.
And if they can’t pin that down, it’s hard for them to take a bet on you long term. They want suppliers who bring clarity and will work with those who understand how a range fits together and what a product will add to the overall catagory mix.
What category confidence really means
Category confidence is about evidence and using data led insight to prove your product’s role. It’s knowing where your product fits, the shopper, the price point, and being able to prove why it should be in a range.
You don’t need to chase the shiny stuff when your category storytelling already shows how your product drives value, fills a gap or strengthens the category mix for the retailer.
This gives buyers confidence as they know they can trust you to deliver, not get distracted when the next trend comes along.
Consistency builds trust
It’s easy to feel a bit panicky when you’ve got competitors who roll out a new flavour or format on a regular basis. You start to wonder if you’re going to fall behind.
But the strongest brands, the ones that succeed, are the ones constantly improving. They know what works, they refine, and they tell their story clearly. They’re confident that their product delivers to their customers, and they stick with that.
And with that consistency comes trust. Customers know they can rely what they’ll get from that brand. Retail buyers remember the brands who bring logic and clarity is a busy, cautious market.
So how can you build category confidence?
It comes from knowing your stuff. Your shopper, your role and your data.
Know what you bring to the range and why it matters to the shopper.
That’s what turns good products into strong category sellers. And makes you a strong category partner.
When you can show how your range drives value, you start earning your place in the category.
Work with me
If that’s where you want to get to, I can help.
Whether you want to sense check your next buyer meeting or complete category review, or category support on an ongoing basis, I’ll help you build your category confidence and open up opportunities for supplier retail growth.
Book a call to talk through what you need and how we can strengthen your position in the category.
