GfK Category Purchase Tree: shopper choices & shelf-optimization data

When buying Fast-Moving Consumer Goods (FMCG), shoppers have to choose from an overwhelming variety of products to put in their shopping carts.

Shopping decision processes are not easy to understand and changes over time, as market parameters, consumer needs and preferences are constantly changing. Understanding the hierarchy of the purchase criteria in a category is an important step to implement the right strategy for manufacturers and retailers including product portfolio and shelf layout.
Evaluating the latest shopping patterns is key to meeting shoppers’ needs and creating new business opportunities.

How do shoppers decide in my category?

Which purchase criteria are relevant?

Which criteria rank first?

Which product or brands are bought in parallel?

What does it mean for my category strategy?

Which segments drive value for my category?

Which segments drive frequency?

Which segments attract valuable target groups?

How should I organize the shelf?

Which products should stand together because they build one segment?

Which segments are most important and should be in the focus of the shoppers?

What is a logical order for the segments in the shelf from a shopper's point of view?

Do I have a strong position and the right portfolio?

Do I have products in every segment?

What segments are white spaces in my portfolio?

What segments should be strengthened?

Identify levels of duplication between products

We analyze purchase behavior of all category shoppers

We reveal levels of duplication between products among these category shoppers

Identify groups of products by strong relation

We analyze mutual duplication of all products to one another

We reveal groups of products that have a strong relationship with each other (index ranking)

Prioritize the strength of the relationship

We use the hierarchical clustering technique to create a product affinity tree that prioritizes the strength of the relationship.

The tree represents the shoppers purchase hierarchy

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How do shoppers decide in my category?

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How should I organize the shelf?

Do I have a strong position and the right portfolio?

Identify levels of duplication between products

Identify groups of products by strong relation

Prioritize the strength of the relationship

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The Potentials

GfK Consumer Insights Engine

GfK Consumer Life

GfK Consumer Journey

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