Insights
Notes on the commercial questions that decide margin in consumer goods, grounded in published category data rather than assertion.
Pack and price architecture
Own brand now takes 52 per cent of units in the UK and 44 per cent of value. The spread between those numbers is the brand premium, and it is what every price decision defends.
Nine minute readMethod
When a third of branded units sell on deal, a model fitted to raw sales history describes how shoppers respond to discounts rather than what they will pay.
Ten minute readTrade terms and investment
Trade spend runs at 20 to 30 per cent of gross sales, behind only cost of goods sold. Few teams can say which portion of it returns more than it costs.
Eleven minute readPromotional effectiveness
Nearly half of consumer goods organisations build next year's calendar by copying last year's. The reason is rarely conviction, it is that proper evaluation does not fit in the window.
Nine minute readMethod
Published results cluster around 2 to 5 per cent net revenue uplift. The value comes from coverage, frequency and joint estimation rather than from a cleverer answer.
Ten minute read