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Category vision & plans

The retailer asks for our vision on the shelf. How should I handle this? How do I perform against my competitor within the category?

In our work we often see that customers (PL and brand manufacturers) make important choices with regard category plans, only based on factual insights, such as rotation, indexes and loss. But how do consumers view the shelf? Which social developments influence her buying, cooking and eating behaviour? We always look at the category from different angles, because only via this way we can create relevant category visions together with the customer and take that extra step.