Buyers, innovation and presence support category growth since 2019
As with brands, category growth is linked to more buyers, new introductions and physical presence
Buyer numbers drive growth, not frequency
In line with brand growth and decline, category volume dynamics are closely linked to the number of buyers and not their frequency of purchasing.
More ‘really new’ in growing categories
Innovation is critical to category development, especially when it comes in the form of really new products rather than new types and variants (which often replace existing assortments rather than adding to them).
New products ensure presence and physical space
Overall, category assortments have become larger over the past six years. Yet, winning categories have increased assortment size (and, presumably, share of shelf) more than losing ones – a key ingredient to foster volume growth.
Watch the 2nd video of our Consumer Pulse Crisis Video series
Professor Koen Pauwels talks about the impact of recessions in different industries, the essential role that innovation plays in driving brand growth and its potentially even higher impact in times of crises.
