How shelf placement strategy drives FMCG sales

"CATEGORY DISRUPTION" Crisps and popcorn dominate shelf space because shoppers keep buying them. But disruption begins when a new corn format comes along - bold, baked, and built for scale. Not crisps. Not popcorn. Something else entirely - designed to win shopper attention and repeat sales. #Snacks #FMCG #Retail #FoodInnovation #ShelfImpact

One of the biggest eye-openers in my transition from beverages to dry commodities has been how different the Route-to-Market (RTM) strategy looks, even though both sit under FMCG. Here is what I have observed: 1. Beverages → Push Strategy Execution thrives on visibility: coolers, branding, POS material, and promotions. Distribution is often direct and frequent to ensure freshness and availability. The RTM design prioritizes impulse and occasion-based consumption. 2. Dry Commodities → Pull & Reliability Strategy Execution thrives on availability and price competitiveness. Distribution focuses on wholesalers and bulk movers who feed into general trade. The RTM design prioritizes trust, consistency, and household penetration. 🔑 The Key Difference: In beverages, you are selling occasions and lifestyle. In commodities, you are selling necessity and assurance. Both require discipline, but the levers you pull are different: one excites the consumer into trial, the other earns a place in the household basket through dependability. This experience has taught me that RTM is not “one-size-fits-all.” It must be tailored to the category DNA, customer expectations, and the ultimate consumer need. How have you seen RTM strategies shift when moving across categories? #Sales #FMCG #RouteToMarket #Adaptability #BusinessGrowth

How Private Labels Are Redefining the Grocery Aisle in 2025! Private-label brands are no longer the “budget alternative”—they’re leading the grocery industry. 📊 Key trends: Store-brand dollar sales up 4.4% vs. national brands at 1.1% (H1 2025). Market share hits an all-time high: 21.2% (dollars), 23.2% (units). U.S. sales projected to reach $277B in 2025, up from $271B in 2024. Global consumers: 50%+ buying more private label than ever. Price gap: national brands cost ~$2 more on average, 38% wider than in 2019. 💡 Why it matters: Private labels are winning not just on price, but on quality, variety, and trust. Discount grocers like ALDI USA are doubling down, proving this model is here to stay. 🔑 Takeaways: Retailers: Invest in private-label tiers that balance value and innovation. Manufacturers: Compete with storytelling and differentiation, not price alone. Consumers: Don’t overlook private labels—you might get equal (or better) quality for less. 👉 The grocery aisle is evolving fast. Are you ready to adapt your strategy? #PrivateLabel #GroceryIndustry #RetailTrends #ConsumerBehavior #FoodAndBeverage #RetailInnovation #CPG #FMCG #BrandStrategy #FutureOfRetail

🛒 Who’s really winning the storage aisle at Walmart? Walking down this aisle, one thing is obvious: the shopper isn’t choosing between brands… they’re choosing between sizes, colors, and price points. Blue and grey totes dominate the shelf, clear bins take secondary spots, and pastel bins are sprinkled in at the edges. It’s not Sterilite vs. Rubbermaid. It’s not a brand battle at all. 👉 It’s the retailer — in this case Walmart — that’s winning. • Shelf space is controlled by private-label style products. • Price signage emphasizes rollbacks and value. • Shopper choice is about function + price, not brand equity. For categories like storage totes, the aisle is fully commoditized. The retailer dictates the assortment, margins, and shopper journey. But here’s the lesson for CPG/FMCG brands: If your category risks sliding into commoditization, the only way to defend growth is with insights-driven RGM: • Run WTP research (Van Westendorp, Gabor-Granger, conjoint) to understand where shoppers will pay more for added value. • Build retailer-specific packs & promos that differentiate (not just “one size fits all”). • Use AI-enabled RGM platforms to simulate how price, promo, and pack strategies shift shopper behavior across different channels. 💡 In storage, the retailer owns the shopper. In snacks, beverages, and personal care, the brand can still own the shopper — but only if you invest in the right insights. Who’s winning in your aisle? And is it the retailer… or your brand? #RGM #Pricing #CPG #FMCG #WillingnessToPay #Retail

Impulse categories like news, confectionery and grab-and-go items move fast, with constant turnover and fierce competition for attention. Miss just one day of visibility and you risk losing significant sales. That’s why we focus on the ‘sweet spot’ of impulse. Our retail relationships and on-the-ground expertise ensure your products don’t just make it to the checkout, they stay front of mind for shoppers when it matters most. Capture those crucial last-minute purchase moments, contact Luke Simons at Luke.Simons@instore.co.uk to get started. #FMCGBrands #BeautyBrands #FoodAndNutritionBrands #ImpulseBuys #RetailPlacement #Instore

Consumers are faced with more choices than ever with supermarkets, warehouse retailers and megastores giving them endless aisles to browse. In this crowded retail environment, you need something to help your product stand out. Shelf appeal is one of the longest standing tactics for encouraging customers to choose your product over competitors. Read our top 5 shelf appeal tips on the blog: https://ow.ly/iZCh50WHoJY #FoodPackaging #FMCG #CorrugatedPackaging #PackagingDesign #CustomPackaging

🚚 Value Before Price – A Lesson from FMCG In FMCG, price is always a hot topic — but here’s the truth: Customers don’t just buy price tags, they buy solutions. Whether it’s a retailer looking for consistency in supply, a mama mboga needing fresh produce every morning, or a shopkeeper counting on timely delivery, what they value most is reliability, quality, and convenience. When we lead with: ✅ Consistent product availability ✅ Competitive service (timely deliveries, good support) ✅ Helping customers sell more and grow their business … price stops being the center of the conversation. In our work, value must always come before price. Show the customer how your solution helps their business thrive, and the price tag follows naturally. #FMCG #SalesLeadership #ValueSelling #CustomerCentric #RetailGrowth #TwigaFoods

Innovation is a key driver of growth and penetration within the spirits category, with over 56% of spend on innovation coming from new brands (MAT to Feb 25, Kantar) compared to 21% for the overall total grocery market. This does pose a challenge for brands in this space – the volume of new brands means standing out at the point of purchase within specific sub-categories will be more challenging. Innovation is also a key motivator for buyer engagement as retailers look to compete for shopper spend vs their peers. Therefore, it is important to maximise your brand and range’s points of difference (POD) to demonstrate the value you are going to bring to the category and win that space potentially. One method of doing this is by targeting certain shopper missions relating to the category – for example,  more spirits are drunk in the evening/post 8 pm than any other alcohol type and significantly less is drunk at lunchtime vs beer, wine etc… this is one route to defining a pathway highlighting points of difference – so for example you could look at positioning, ingredients, customer types when creating your brand and product positioning, focusing on these elements relating to an evening daypart. How do you look for points of difference in your spirits range? We would love to hear your thoughts and explore this further with you. (After all, it could be the difference between winning and not winning a listing!) Join our RESolution webinar to see how we quantify shopper-valued attributes on shelf (Spirits case study). 📅 Thu 18 Sept • 2:00 PM (UK) 🔗 Register: https://lnkd.in/e4_CjF26 #Spirits #CategoryManagement #Shoppers #Shopperinsights #Retailers #Supermarkets #Alcohol #pointsofdifference #brands #category #NPD #Innovation #pointofpurchase #shoppermission #shopperneeds #penetration Alexis Philippidis RESolution - Range Enhancement Solution

Innovation fuels spirits growth — but it also raises the stakes. Over 56% of spirits innovation spend comes from new brands (vs 21% in total grocery, Kantar). Great for growth, but it means standing out at the shelf has never been tougher. 👉 The brands that win are those who: Maximise points of difference (PODs) Align with shopper missions (spirits are mostly consumed post-8pm, vs beer/wine at lunchtime) Build propositions retailers can’t ignore The question isn’t should you innovate — it’s how you make your brand unmissable. 💡 How are you finding points of difference in your spirits ranges right now?  In 60 minutes, we’ll show how to: • Quantify on-shelf attributes shoppers actually see • Target missions that convert (evening > lunchtime in Spirits) • Build evidence buyers shouldn't ignore 📅 Thu 18 Sept • 2:00 PM (UK) 🔗 Register: https://lnkd.in/dKm-4GfR #Spirits #CategoryManagement #ShopperInsights #Retail #NPD #Innovation

Top 5 Trade Promotions That Drive Sales in Modern Trade (FMCG)” * Retail shelf or branded FMCG display. Insights from a key Account Manager” Introduction: *Trade Promotions Matter *70% of shopper decisions are made at the shelf. *Modern Trade is about visibility + value + volume. *Shoppers choosing products in a supermarket. #1 – Price-Off Promotions Temporary discounts boost trial & volume.” Example: ₦1000 off cooking oil / 10% discount on detergent. Pro Tip: Works best for competitive categories. Price tag with “-10%” sign. #2 – Multi-Pack / Bulk Deals Buy 2, Get 1 Free encourages bigger baskets.” Example: 3 soaps at the price of 2 / Family pack oils. Bundle pack illustration. #3 – Bundle Promotions Pair complementary products to drive trial.” Example: Cooking oil + seasoning / Spread + bread. Bundle box with 2–3 products. #4 – In-Store Visibility & Activations Shoppers buy what they see.” Example: End-cap displays, sampling, shelf branding. Perfect for new launches. Branded retail shelf or end-cap. #5 – Seasonal / Festival Promotions Tap into festive demand with themed packs. Example: Back-to-school packs, Christmas bundles. Gift box or seasonal display. Conclusion in The Key to Winning in Modern Trade:; *Promotions are not expenses — they are investments. *The best ones drive sales and long-term brand loyalty. Question: Which trade promotion works best for your brand? Let’s discuss in the comments.” #FMCG #SNFfoods