Defending a FMCG brand in a category review​

Business Issue


A leading manufacturer risked a major loss of sales from a delisting of its brand as part of a retailer category rationalisation review.​

Despite sharing extensive internal data with the retailer which showed strong product  preference based on  measurement of its properties, the retailer remained unconvinced.

Insitas Delivered


Client brand outperformed  benchmark test brand in both blind and sighted testing across all known key category purchase drivers. ​

For the premium shopper segment the brand was a key offering for an effective range.​

Actions Taken


Client presented findings to  retailer, highlighting brand key proof points.​

In further discussions with the retailer, the insight was  accepted, prompting a change of thinking and delisting was avoided  – protecting client revenues.  ​