IGD Future of Category Leadership 2026
23 June 2026, 8:15 AM - 5:00 PM BST
CodeNode, 10 South Pl, London EC2M 7EBEarly bird rate sold out in record time - First 100 tickets gone!
Join 300+ category, commercial, and insight leaders - including senior retailers - for a focused day of case studies, ideas, capability building, and practical tools to elevate category performance.
The retail landscape is shifting fast. Shopper behaviour, retailer expectations, commercial pressure, and new technology are reshaping how categories grow. IGD has been working across industry with the people shaping change and defining the future of category to create IGD’s 2030 Blueprint for Category Success - this conference will turn the blueprint into action.
What you’ll gain from attending:
Drive category growth
Walk away with practical approaches that strengthen category performance, build brands and create sharper, category first visions and selling stories that win.
Understand the retailer mindset
Gain direct insight into retailer expectations so you can shape proposals, plans, and decisions that gain agreement.
Unlock supplier collaboration
Learn proven ways to collaborate more effectively, improve joint planning, and create mutually beneficial growth.
Future-proofing skills
Identify the competencies needed for category leadership through to 2030 - and learn how to start building them now.
Recognise how shoppers are changing - and how to respond
Get clarity on the behavioural shifts shaping missions, value, demand, and growth, so you can adapt your strategy with confidence.
Leveraging growth technology
Understand how to use technology and AI to make faster, smarter decisions and how emerging tools can help you analyse, plan, and activate more effectively.
Testimonials
This event will influence how the industry plans, partners, and grows. Join us and be part of the group leading that change — not the ones following it.
09:00 - 09:15
Welcoming remarks
Lucy Whittaker, Head of Consulting, IGD
09:15 - 09:40
Opening keynote: The blueprint for category leadership in 2030
David Warren, Associate, IGD
IGD will unveil its 2030 Blueprint for Category Leadership, informed by a year of convening industry leaders to explore how collaboration can drive sustainable category growth and elevate shopper value. Drawing on these insights and IGD’s bespoke benchmarking, the keynote outlines the core capabilities and partnerships needed to lead the category agenda in the decade ahead.
Attendees will gain:
Priority access to IGD’s 2030 Blueprint for Category Leadership. Attendees will leave with a strategic roadmap to lead the category agenda with confidence and impact.
09:45 – 10:05
Fireside chat: Building winning retailer-supplier partnerships in a shifting market
We open with a candid 1-to-1 conversation with a senior retail leader, offering an inside view of how category priorities are shifting and what great category leadership looks like from a retailer’s perspective. From changing shopper expectations to the capabilities and partnerships retailers value most, this discussion sets the scene for understanding the evolving demands on today’s category teams.
10:05 - 10:30
Panel: Building winning retailer–supplier partnerships in a shifting market
Chair: Kate Sizer, Commercial Director, IGD
Panellists:
Amanda Kurylowski, Head of Category Development - Off-Trade, The Heineken Company
Shonali Patel, Category Strategy Controller, Lindt & Sprüngli UK
Olly Ainsworth, Head of Category & Insight – Meals, Samworth Brothers
Charlotte Ward, Category Controller, VCT Europe
With both strategic context and a real-world example established, the session culminates in a panel featuring category directors from leading retailers and suppliers. Together, they will unpack what successful partnership truly looks like in today’s fast-moving market - exploring evolving retailer needs, the hallmarks of effective category leadership, and the collaborative behaviours that create mutual value.
Attendees will gain:
Practical insight into how both sides can work smarter, align more closely, and drive sustainable category growth.
10:30 - 10:50
Case study: Building winning retailer–supplier partnerships in a shifting market
Viviane Palmedo, Senior Category Manager, Danone
Matthew Thomas, Director of Category & Commercial Strategy UK&I, Danone
Tesco category leader
Building on the retailer perspective, this case study brings those themes to life through a real example of retailer–supplier collaboration that delivered tangible results. It highlights the practical decisions, behaviours, and ways of working that enabled success, offering a concrete look at effective partnership in action.
10:55 - 11:25
Refreshment break
11:30 - 12:00
Panel: The role of founder brands in the future of category leadership
This panel brings together founders of breakthrough brands that have reshaped their categories in recent years. They will share how they spotted unmet shopper needs, identified white-space opportunities, and built distinctive propositions that cut through crowded markets. The discussion will explore the realities of scaling an idea into a disruptive brand - one capable of shifting category dynamics, resetting shopper expectations, and prompting established players to rethink their approaches.
Attendees will gain:
First-hand knowledge of the mindsets, strategies, and bold decisions that fuel true category transformation.
12:05 - 12:35
Panel: Skills for the future: What tomorrow’s category leaders need to thrive
Chair: Simon Attfield, Senior Consultant, IGD
Panellists:
Louise Collier, Category Director UK & Ireland, Birds Eye
Ruth Clinkscales, Head of Category Leadership UK & Ireland, Kimberley Clark
Kimberley Chapman, Director of Learning & Development Programmes, IGD
Meghan Whippey, Category Controller, Noble Foods
Following an IGD industry survey conducted in 2025, we have clarity on where category teams spend their time and feel most capable today. But we know as the landscape rapidly evolves, the skills within category teams needs to change. This session will bring to life the capabilities, mindsets and potential changes to roles and team structures moving forwards. Technology and AI will have a role to play, driving efficiencies, but how strategic insight is created, presented and delivered to customers will always need people. How will category leadership move beyond analysis and reporting to play a central role in business strategy? This panel will examine what future-ready category leadership will look like.
Attendees will gain:
A clear view of the capabilities and mindsets that will define successful category leadership in the years ahead.
12:40 - 13:40
Lunch
13:45 - 14:05
Case study: Winning in an integrated omni‑channel world
Katherine Simpson, Commercial & Strategy Director, Unilever
A practical, real‑world example demonstrating how a leading brand or retailer is using omni‑channel tools to deliver consistent and category‑enhancing shopper experiences. This session will highlight:
How shopper journeys cross physical and digital environments
Which technologies are proving most powerful for understanding and influencing shoppers across touchpoints
The commercial impact: growth levers, barriers, and measurable results
What made the transformation successful (and what didn’t)
14:05 - 14:35
Panel: Technology’s impact of the future of category leadership
Chair: Toby Pickard, Retail Futures Senior Partner, IGD
Panellists:
Sheryl Kenny, Customer Development Director, Arla
Paul Nash, UK&I Category Leadership Director, PepsiCo
Lucy Ramsay, Group Head of Category, Samworth Brothers
Following on from the session on skills, we dive deeper into how technology will be an enabler, driving efficiencies within the team and how we interact internally and externally. Technology and AI should be seen as a force for good. Teams that embrace the change will future proof themselves and adapt as the technology evolves. How do we build high performing teams where people play to their strengths?
14:35 - 14:55
Case study: Using advanced analytics and AI to unlock category growth
Natasha Shatford, Category Strategy Lead, Coca-Cola Europacific Partners
Masha Voskresenskaia, Director Category Management, Coca-Cola Europacific Partners
A deep dive into how one business has transformed category insight through advanced analytics, AI‑driven modelling, or predictive tools, to include:
How new data sources (loyalty, real-time behaviours, missions, media, macro signals) are being combined to create richer shopper understanding
How AI is enhancing insight generation, scenario planning, and decision-making
Where the biggest commercial wins are emerging: assortment, pricing, missions, activation
The critical enablers:
clarity of objectives
capability building
cross‑functional alignment
Attendees will gain:
A pragmatic understanding of how to harness the next wave of insight technologies while maintaining strategic focus and commercial discipline.
14:55 - 15:15
Case study: What’s next for data & insight – cutting through the hype
The data sources that will matter most in the next 3–5 years
The role of generative AI and automation in category management
How to balance advanced analytics with human judgement
The skills and operating models tomorrow’s category teams will need
15:20 - 15:45
Keynote: Lessons from outside the industry
This closing fireside chat brings in a transformative leader from outside food and grocery to share how they’ve driven change in their sector - from rethinking customer value to leading teams through rapid innovation. Offering fresh, practical perspectives that cut across industries, this session will challenge assumptions and highlight the mindsets, behaviours, and bold decisions category leaders can apply to fuel breakthrough performance in their own organisations.
Attendees will gain:
Practical insight into mindsets, behaviours, and bold strategies that category leaders can apply immediately to drive breakthrough performance.
15:45 - 16:00
Close
Lucy Whittaker, Head of Consulting, IGD
16:00 - 17:30
Drinks receptions
The event programme, including timings, are subject to change at IGD’s discretion.
We will be joined by leading category experts from retail and brands to include:
Sheryl Kenny
Customer Development Director, Arla
Louise Collier
UK and Ireland Category Director, Birds Eye
Louise Collier is the UK and Ireland Category Director at Birds Eye, the UK’s (and Ireland’s) largest branded frozen food company, where she leads the long‑term category and commercial strategy across the Birds Eye, Goodfella’s and Aunt Bessie’s brands. With more than 25 years’ experience across category management, shopper marketing and commercial strategy, Louise specialises in using consumer and shopper insight to drive sustainable growth in fast‑changing markets.
At Birds Eye, she has played a key role in helping modernise the frozen category. Her work focuses on reframing frozen food around quality, nutrition, transparency and everyday convenience, working in close partnership with retailers. Louise has previously held senior roles at Aunt Bessie’s, Reckitt Benckiser, and United Biscuits, and is known for challenging conventional thinking with evidence‑based insight.
Natasha Shatford
Category Strategy Senior Manager, Coca‑Cola Europacific Partners GB
Natasha Shatford is the Category Strategy Senior Manager at Coca‑Cola Europacific Partners GB. With 16 years of experience across Category Insight, Commercial, and Category Management, she brings a well‑rounded perspective to shaping category growth. Natasha joined CCEP in 2024 and now leads strategic initiatives that guide commercial direction, build team capability, and unlock long‑term opportunities. She’s known for her clear, structured thinking, her collaborative leadership style, and her ability to bring teams together behind insight‑driven strategies and processes that make a real impact.
Masha Voskresenskaia
Director of Category Management, Coca‑Cola Europacific Partners GB
Masha Voskresenskaia is Director of Category Management at Coca‑Cola Europacific Partners GB, with 18 years of experience across category management, portfolio strategy, marketing and business intelligence. Over her eight years at CCEP, she has held senior commercial and insight roles across GB and Europe. She now leads insight-driven portfolio strategy, developing actionable category guidance that supports the growth of CCEP’s brands and delivers tangible value for customers. Working closely with customers, Masha focuses on practical category solutions that unlock growth opportunities and strengthen category performance.
Viviane Palmedo
Senior Category Manager, Danone
As Senior Category Manager at Danone, Viviane leads category strategy for the UK's leading retailer to drive sustainable growth across physical & digital retail. She brings extensive FMCG experience spanning category management, e-commerce and shopper insights, with a strong track record of building collaborative retailer partnerships and delivering growth through shopper-led optimisation of range & merchandising as well as omnichannel activation. Previously, Viviane held senior client leadership roles at NIQ, advising leading FMCG brads in strategy, innovation & shopper behaviour.
Matthew Thomas
Director of Category & Commercial Strategy UK & Ireland, Danone
With twenty years of experience in sales and commercial strategy in the retail and FMCG sectors, Matthew has led the development and delivery of innovative commercial projects and managed high performing teams across a broad range of markets and product categories.
Matthew has spent the past twenty years with health focused food and beverage company, Danone, holding commercial roles across several international markets, including Australia, China, Asia Pacific, UK, Ireland and France. His global experience has equipped him with a strong understanding of market dynamics, consumer behaviour, and cross-cultural business environments.
In July 2024, he was appointed Director of Category & Commercial Strategy for the UK & Ireland, where he leads a large cross‑market team across a broad portfolio that includes waters, infant nutrition, dairy and plant-based products.
Amanda Kurylowski
Head of Category Development - Off-Trade, The Heineken Company
Amanda is Head of Category Development for Heineken UK, where she leads the creation and delivery of Category Growth Strategy across the Off‑Trade, working in close partnership with Grocery, Convenience and Discounter retailers.
A passionate category expert, Amanda began her career in Field Sales at Kellogg’s, quickly discovering a love for storytelling with data. Over the past twenty years, her FMCG journey has taken her from cereals and yoghurts to biscuits and beer, with category leadership roles at Müller Dairy, pladis and Heineken.
What really energises Amanda is driving positive change — putting the consumer at the heart of thinking, sparking fresh ideas and building strategies that create genuine value for retailers and brands alike.
Toby Pickard
Retail Futures Senior Partner, IGD
Toby Pickard helps brands and retailers future-proof their operations by updating on industry developments. He has over 18 years’ experience, transforming companies such as P&G, Coca-Cola and Musgrave, and was awarded the Top Retail Expert by RETHINK Retail in 2025 and the 2024 RTIH Top 100 Retail Technology Influencer.
Kimberley Chapman
Director of Learning & Development Programmes, IGD
Kimberley has over 20 years’ experience in the retail sector, specialising in driving large-scale cultural and operational transformation. Currently Director of Learning & Development Programmes at IGD, she is developing learning offers that support the grocery industry in building a future-fit workforce. She has a proven track record of embedding cultural change and building high-performing teams. She is passionate about developing people, embedding lasting change, and delivering sustainable business results.
Lucy Whittaker
Head of Consulting, IGD
Lucy leads our Category Leader’s Group, bringing together some of the best minds across the industry to collaborate, understand the critical role of category, and define the future of category leadership. Lucy has a passion for driving retailer-supplier relationships, to enable them to work better together, focusing on commercial excellence and delivering projects with companies such as 2Sisters, Greencore and Cranswick.
Ruth Clinkscales
Head of Category Leadership UK & Ireland, Kimberly-Clark
Ruth Clinkscales leads the Category Leadership function at Kimberly-Clark. She has over 20 years of experience having worked in retailers, agencies and suppliers in a career that has spanned insight, category management, and commercial roles.
This breadth of experience enables Ruth to build strong, collaborative partnerships both internally and with retail customers. She is passionate about helping others thrive, fostering cultures where teams feel empowered and individuals reach their full potential. Known for her ability to bring a different perspective; Ruth excels at cutting through complexity to create compelling, actionable strategies that drive category growth.
Shonali Patel
Category Strategy Controller, Lindt & Sprüngli UK
Shonali Patel is Category Strategy Controller at Lindt & Sprüngli UK, where she is responsible for shaping the category vision, influencing portfolio choices and long‑term growth. With a background across category management, customer marketing and commercial strategy, Shonali enjoys getting under the skin of what really drives performance in today’s market. She’s particularly passionate about practical, collaborative retailer–supplier partnerships and using clear insight and storytelling to turn complexity into action.
Meghan Whippey
Category Controller, Noble Foods
13 years’ experience in UK FMCG, primarily within the category management function. Currently at Noble Foods, home to the UK’s leading egg brand, the Happy Egg Co., where I lead the egg category strategy, using shopper insight and research to shape category direction, influence activation and help retailers unlock sustainable growth. Previously at Lactalis, I managed category relationships with Tesco and Waitrose across cheese. I began my career on the Tulip (now Pilgrim’s UK) graduate programme, working across fresh pork and lamb, with experience in both production and sales roles. I’m passionate about turning data into clear, compelling stories that drive better decisions and stronger commercial outcomes.
Paul Nash
UK&I Category Leadership Director, PepsiCo
Paul Nash is a senior FMCG category leader focused on turning insight into clear, practical strategies for growth. He has held roles across PepsiCo, Mars, Britvic, and JTI, working closely with retailers across Europe to develop and optimise mature categories. Paul’s approach centres on strong fundamentals, effective execution, whilst leveraging advanced analytics to enable faster and better decision‑making.
Olly Ainsworth
Head of Category for Chilled Meals, Samworth Brothers
Olly Ainsworth has been Head of Category for Chilled Meals at Samworth Brothers since September 2020. With 15 years’ prior experience across Bakkavor and Tulip, he specialises in own‑label category management and insight‑led growth within Chilled Convenience. Olly has led the development and recent refresh of Samworth’s meals category vision, building on the completion of the business’s demand moment framework. He is embedding this with strategic customers to establish his team as the go‑to category authority. Olly is passionate about driving collaborative, consumer‑focused category leadership.
Lucy Ramsay
Head of Group Category, Samworth Brothers
Lucy Ramsay has over 25 years’ experience in the UK food industry across branded and own‑label businesses and is currently Head of Group Category at Samworth Brothers. Over the past five years, she has shaped insight‑led category understanding and future strategy, informing board‑level decisions and data investment. Lucy is passionate about building confident, high‑performing category teams, developing talent through training and community programmes, and championing technology and AI as a force for good—helping teams play to their strengths, work smarter, and adapt as the future evolves
Kat Simpson
Commercial & Strategy Director, Unilever
Kat is the Commercial and Strategy Director for Unilever UKI, leading Retail Media and Field & Channel Execution, and acting as senior sponsor for Category Development capabilities.
Kat has over 23 years’ CPG experience, with 21 years at Unilever. She has extensive experience in Account Management, Shopper Marketing, Retail Media, Category Management and Commercial strategy across all of Unilever’s categories.
She has significant experience of working with external customers, building motivated teams and delivering strong business performance.
Charlotte Ward
Category Controller, Viña Concha y Toro
Charlotte Ward is Category Controller at Viña Concha y Toro and has over 15 experience across FMCG insight, strategy and category leadership. She works closely with the UK’s major retailers to translate shopper and market data into clear commercial strategies that drive category growth. Before joining Concha y Toro, Charlotte held insight roles at Costa Coffee and MMR Research and is passionate about strengthening retailer–supplier partnerships and elevating the role of category leadership across the industry.
This event offers a powerful opportunity for organisations to raise their profile, increase brand awareness, showcase their expertise and connect with category professionals. We offer several event partnership opportunities ranging from case study partner, panellist, drinks reception partner and exhibitor packages.
Here are just a few of the reasons to partner with us.
Elevate your brand
Increase the visibility and awareness of your organisation through meaningful exposure and branding at the event and through marketing.
Align with trusted intelligence
Position your organisation as a category leader and gain recognition as a key industry player by sharing a platform with IGD experts and industry-leading speakers.
Reach your target audience
Connect with relevant category professionals to build relationships and unlock potential commercial growth opportunities for your business.
Previous event partners have included:
For more information, contact Vikki Curle.
Bring your team and save more
Unlock even greater value by booking multiple tickets. Team attendance helps you align on strategy, share learning, and maximise impact back in the business — all while saving against the standard rate.
Pricing
IGD Member | IGD Non-member | Discounted rate * | |
Standard rate | £399 | £599 | £249 |
Group booking 3+ | £359 | £539 | |
Group booking 5+ | £339 | £509 |
What’s included in your ticket?
Access to IGD’s latest category leadership research, including exclusive insights shaping the Blueprint for Category Leadership in 2030
A full day of future-focused content: keynotes, fireside chats, panels and real-world case studies
Practical frameworks and tools to strengthen category visions, selling stories and partnerships
Clear guidance on retailer expectations in today’s performance-driven environment
Networking with 300+ senior professionals across category, commercial and insight roles
Actionable takeaways you can apply immediately to future-proof your capability
* Discounted rate explained
To encourage broader representation across the value chain, we offer a discounted rate for eligible organisations, including:
Small manufacturing businesses with global turnover under £10m
Government organisations or NGOs
Registered charities
How to apply:
Place your order via the booking form and email your annual global turnover, charitable status or company information, to [email protected], or contact us with any questions.
Become an IGD member and save more
Not an IGD Member? Join IGD and save up to £1,400 per individual across the year, while unlocking year-round access to insight, tools and industry expertise.
Partnership opportunities for service providers
Partnership offers a powerful way to:
Ensure delegate representation among a highly relevant audience
Elevate your brand in front of category managers from suppliers and manufacturers across the value chain
To get in touch about partnership opportunities, contact Vikki Curle.
The small print
Tickets
Prices displayed ex-VAT. IGD reserves the right to alter any element of the programme, such as speakers, times and venue, should the need arise. All bookings are subject to your acceptance of IGD Terms & Conditions and Privacy Policy. Your identity data will be used by IGD for the purposes of administering the event. IGD reserves the right to reject any order at their discretion. We may also use your identity data and contact data in the virtual platform/app for the event you are attending including: a) in a delegate list; and b) allowing other delegates to send you messages within the platform/app.
Cancellation Fees
Cancellations to be confirmed in writing.
Over 30 days notice - Full refund
15 - 30 days notice - 50% refund
Less than 15 days notice - No refund/transfers
Please email [email protected]
For more information, please see the FAQ’s.
General information
What's the format of the event?
This event is a physical 1-day event designed to strengthen capability to drive category growth
There will be keynote speeches from key influences, fireside chats, case studies, and panels with industry leaders and disruptive brand founders
Where is the venue?
The Future of Category Leadership conference is being held at CodeNode 10 South Pl, London EC2M 7EB.
Is there a dress code?
Most attendees opt for business casual, we would certainly suggest comfortable shoes as you move around the venue.
Can I get access to the presentations after the event?
Yes, abridged slides, subject to receiving permission to share, will be available to view within 5 working days of the event ending. You will receive an email once slides are accessible via your MyEvents section of IGD.com.
Booking details and communication
I am registered for the event but haven’t heard anything in a while. What should I do?
All communications regarding the event will be sent via [email protected]. If you feel you have missed any communications, please reach out to [email protected]
I can no longer attend, can I get a refund or transfer my ticket to someone else?
A reminder of our refund policy:
Over 30 days notice - Full refund
15 - 30 days notice - 50% refund
Less than 15 days notice - No refund
If you wish to transfer your ticket to a colleague, this is free of charge, please send over their details as well as those of the individual they will be replacing, to [email protected]. Please make sure the request is with us one week prior to the event to ensure access to the event app.
Can I make a name change?
Name changes remain free of charge, we do ask that your request is with us one week prior to the event date, to enable access to our event app. Name changes must be made in writing to [email protected].
Could I please get a VAT receipt?
A receipt will be sent to your company’s finance department once your order has been processed. If you would like a copy, please send your order number & request to [email protected].
Our responsibilities to you
How do I communicate my accessibility needs?
We are committed to providing a welcoming and inclusive event experience for all attendees. If you have an accessibility-related requirement or request for this event, please let us know in your registration profile (which you’ll be sent once your ticket has been purchased).
For more information, please contact [email protected].
What is your commitment to inclusion and diversity?
Inclusion and diversity are fundamental to our culture at IGD. The following measures are in place to support attendees feel included at our events:
Include your gender pronoun on your badge, via your registration profile (which you’ll be sent, once your ticket has been purchased).
A dedicated inclusion and diversity room will be available, please do email [email protected], for further details.
How does IGD ensure I'm kept safe at this event?
IGD is committed to providing safe and secure environments for our attendees. All local and national authority guidance and regulations will be adhered to by IGD and the venue team.
What is IGD doing to reduce the carbon impact of this event?
We are dedicated to minimising our environmental impact wherever possible, the following measures are in place to continue our mission in this area:
Access to our interactive Event App.
Using recycled, recyclable, and biodegradable materials where possible.
Minimising food waste.
Monitoring and reducing our carbon footprint year on year.
You can help support this mission by considering the following options:
Travel by public transport to the event.
Reduce travel for meetings: Utilise your time in London to conduct other meetings around this event.
Lanyard reuse: Please drop your badge and lanyard back to us at the end of the day, so we can clean and reuse this.
Key event contacts
General enquiries – [email protected]