An industry blueprint for building Category Leadership and driving growth across future shopping environments, missions and occasions.
Category management was built for a more stable retail landscape, but shoppers, channels and technology have moved on. This report brings together 18 months of research, industry collaboration and expert perspectives to define what Category Leadership looks like in practice. Discover how leading suppliers can move beyond optimising past category performance to anticipate future demand, strengthen retailer partnerships, harness AI and unlock growth across an increasingly omnichannel world.
July 2025
IGD
Strategic Outlook
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