The Future of Category Management - First Public Research Release
Join us on 5th March for a live 60-minute webinar unveiling the findings from our Future of Category industry research - and what they mean for commercial leaders now.
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In this session you will gain :
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Event Details
5th March 2026 | 4pm GMT | 60 minutes Live panel discussion + curated Q&A |
The Panel
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Dr. Brian Harris
Dr. Harris pioneered the concept of Category Management in the late 1980s. Since then, he has been an ambassador and global thought leader teaching the benefits of Category Management to hundreds of retailers and manufacturers worldwide. For over 30 years, he has been a leading contributor to every major ECR initiative directly related to Category Management and its related practices. Dr Harris has trained more than 10,000 executives and managers globally in Category Management and its associated processes. |
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Graeme Scott-Dodd
For over twenty years, Graeme has led sales, marketing and category development teams within international branded FMCG companies including Diageo and Philip Morris. His experience includes developing and rolling out advanced analytical modelling tools across the UK multiple grocer channel, integrating profit-building methodologies across Europe as Commercial Director with Scottish & Newcastle International, and leading global commercial best practice initiatives with Heineken International. |
About the Research
The Future of Category is an independent research programme examining how Category must evolve as commercial decision-making becomes more complex, distributed and technology-enabled. The programme brings together the perspectives of over 100 respondents across suppliers, retailers and commercial technology, combining quantitative survey data with in-depth qualitative interviews.
This webinar marks the first public release of the findings and introduces our new six-theme operating framework emerging from the data.
This webinar marks the first public release of the findings and introduces our new six-theme operating framework emerging from the data.
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:
Many organisations are still applying Category Management models designed for a simpler commercial world.
Yet today’s reality is very different:
- Decisions are fragmented across functions and forums
- Insight and data volumes are growing faster than clarity about what to decide and who owns the call
- Commercial teams are under pressure to balance short-term delivery with long-term value
- Automation and AI are beginning to reshape decision rights, speed and expectations of what “good” looks like
Scope and contributors
The programme has brought together over a set of over 100 respondents across suppliers, retailers and commercial technology, including:
This breadth allows us to identify where organisations broadly align - and where structural friction is emerging.
The programme has brought together over a set of over 100 respondents across suppliers, retailers and commercial technology, including:
- Category, Commercial and Insight functions
- Supplier perspectives from SME challengers to top-10 FMCG organisations
- Retail input including Senior Buyers and central commercial teams
- Data, technology and AI experts shaping next-generation decision systems
- Contributions from the UK, US, DACH, Nordics and ANZ
This breadth allows us to identify where organisations broadly align - and where structural friction is emerging.
How this research connects to Optima’s work
This research directly informs:
- Our advisory work with senior commercial teams
- The design and evolution of our training programmes
- Our view of how Category must evolve as a leadership discipline