The challenge

Kellogg's sought an independent, strategic overview of global retail trends, and of its key global customers. It wanted this to form the basis of go-to-market strategies for its local operating companies to unlock opportunities.

The solution

IGD experts provided Kellogg's senior team with a detailed and insightful report that tackled two main questions:

• Who is winning today and why?
• Who will be the winners in five years?

IGD examined the trends we predict will shape grocery retail development over the next five years. This included best-in-class examples of how retailers and suppliers are responding to these trends.

Using our retailer assessment model, we analysed the customers Kellogg's identified. We provided a strategic view of these retailers, with a SWOT analysis and forecasts for stores and sales to 2022.

Key results

• Identification of priority retailers to work with sales teams
• Able to prioritise the level of engagement with each retailer
• Strong understanding of trends and their implications for Kellogg's