GfK Category Purchase Drivers: data & research for businesses

Realizing the value potential of FMCG categories is critical for retailers to grow their business and for manufacturers to pursue the right category management and Point of Sales (PoS) strategy. To be attractive to shoppers, it is important to know what the drivers of the different categories are. As shopper needs and trends continue to evolve, it is important to have a sound understanding of which category dimensions drive success.
Now, during these disrupted times which have significantly changed needs and shopping behaviors, it is more important than ever to examine whether the existing category knowledge is still valid.

With GfK‘s Category Purchase Drivers (CPD), you will identify the main levers of value potential exploitation for your category and know which actions to prioritize, and quantify how much value can be generated by improving specific elements.

What are the major reasons why shoppers buy a category in a certain store?

How do retailers perform in category dimensions compared to their competitors?

How can differences in the loyalty / value potential exploitation of retailer A vs. retailer B be explained?

Which category dimensions do manufacturers and retailers need to improve in order to increase loyalty?

Which measures need to be prioritized in the category management process, and which measures can be neglected?

Valid and precise

The real shopping behavior of our panelists within the category is combined with their evaluation of the retailer. This result shows the fundamental importance of loyalty rather than the perceived importance of a dimension by shoppers.

Comprehensive and actionable

All different aspects of assortment, placement, price and promotion among others, are examined – especially those which can be actively influenced by the retailer/manufacturer.
The result is a comprehensive picture of the main drivers of VPE – with up to 35 specific action points.

Retailer comparison

Buyers and non-buyers assess the performance of the product category for each retailer. This explains the differences in shopper loyalty between retailers.

Retailer specific

Drivers of loyalty/VPE differ by retailer: Why a shopper buys category A at retailer A will differ from the reason they buy at retailer B. You will get retailer specific consulting approaches.

Retailer Performance Ranking

Retailers are ranked regarding their performance concerning each dimension and their aggregated performance for the 4Ps
Relevance of the 4Ps

For each retailer, relevance to loyalty is contrasted by the 4Ps and compared to other retailers
Effective levers

Comparison of category dimensions per retailer in a relevance-performance map which outlines the dimensions that present the most powerful drivers of loyalty
Quantification of the potential

The lever effect is shown per retailer for each dimension, quantifying how much value can be generated by improving specific elements