How category management collaboration is changing

Simon Attfield
Strategy & People Solutions Manager
@IGDShopperNews

Category management, like everything else, changed in 2020. Both retailers and suppliers are having to embrace new ways of working.

Last summer, I ran our annual survey into category management capability and relationships. It covered over 250 retailers and suppliers globally across FMCG.

Among the findings was the fact that collaboration between retailers and suppliers remains at the heart of category management. Nine in ten retailers say collaboration with suppliers’ category teams drives the best plans for the category.

In this article, I explore how collaboration is changing, and how you can improve your relationships with retailers.