How Category capability and commercial decision-making are evolving
as current models come under increasing pressure across FMCG and retail.
as current models come under increasing pressure across FMCG and retail.
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100+ survey responses
Across Category, RGM, Data/Insight, Sales, Retail, Merchandising and Technology |
30+ in-depth interviews
Qualitative input from senior commercial leaders |
4 regions
UK, Europe, US and ANZ |
Research Conducted
September 2025 to February 2026 |
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Why this research exists
Many organisations are still applying Category Management models designed for a simpler commercial world. Yet today’s reality is very different:
This research explores what is changing, why it is changing, and how those shifts are beginning to expose gaps in current Category and commercial teams. |
“Valid in principle. 94% say Category Management is still at least partly valid, but 90% say it needs to evolve to remain fit for today
(Future of Category Survey 2026, n=114) |
Three signals emerging from the research
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Category is at a tipping point
Category remains strategically important, but many organisations are questioning whether current structures are still fit for purpose in a faster, more connected commercial environment. |
Capability matters more than theory
The biggest pressure points are not just about having more data or new tools. They are about decision discipline, cross-functional alignment and the ability to turn insight into action and learning. |
Category's role will evolve
AI, automation and more algorithm-shaped environments are likely to raise the premium on judgement, orchestration and commercial integration. |
"A landmark report on the current status and future direction for Category Management
- providing important direction for retailers and manufacturers as we transition into the Next Generation of Category Management."
Dr Brian Harris - pioneer of Category Management, April 2026
Watch the Webinar discussion
Explore the headline findings from the research and what they may mean for the future of Category Management over the next three to five years.
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The recorded discussion features Dr Brian Harris - pioneer of Category Management in the late 1980s - alongside Graeme Scott-Dodd, exploring what the research means for the future of Category and commercial decision-making.
The discussion covers:
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Next steps for organisations
The research does not point to one standard future model for every manufacturer.
Different organisations will need different responses depending on their size, starting point, operating model and capability ambition. But pressure is clear: many current Category structures and ways of working are being stretched beyond what they were designed for, at a time when organisations need stronger strategic support to deliver growth in tougher markets.
For some organisations, the priority is clarifying the role Category should now play within the wider commercial system. For others, it is understanding where the biggest capability questions sit and what practical development matters most.
A private briefing is often the most useful next step. It allows leadership teams to explore what the research means in their own context, discuss the implications for their organisation, and identify where more structured assessment or follow-through may be valuable. The CCAI™ Benchmark can be added to any private briefing and provides a structured, directional view of where your current capabilities stand - mapped against future capability demands and benchmarked against our 50-supplier dataset.
Different organisations will need different responses depending on their size, starting point, operating model and capability ambition. But pressure is clear: many current Category structures and ways of working are being stretched beyond what they were designed for, at a time when organisations need stronger strategic support to deliver growth in tougher markets.
For some organisations, the priority is clarifying the role Category should now play within the wider commercial system. For others, it is understanding where the biggest capability questions sit and what practical development matters most.
A private briefing is often the most useful next step. It allows leadership teams to explore what the research means in their own context, discuss the implications for their organisation, and identify where more structured assessment or follow-through may be valuable. The CCAI™ Benchmark can be added to any private briefing and provides a structured, directional view of where your current capabilities stand - mapped against future capability demands and benchmarked against our 50-supplier dataset.
For ongoing analysis and deeper interpretation of the research, we also publish regular articles at The Buyer’s Lens on Substack.