Big brands are being challenged – focus on the shelf

90% of FMCG brands loose market sharesBig brands are today less unique and less distinct. They are being challenged by private labels and new products in their category.

Did you know that a total of 90 out of the top 100 FMCG brands have lost market share within their category (Catalina report, 2015, in US)?

First, we need to address the very source of retail power – the shelf. The very concept of the brand is transforming – from branding to the shelf to branding from the shelf. The shelf is where the power lies. Own it and turn it into the ultimate shopping experience. And remember that you only have a few seconds to make it work and make the shopper turn in your direction.

All your efforts, focus and creativity should go into those few seconds; the battle for the shopper is all about visibility.


The Shopper Marketing article series from Ecolean shares interesting shopper insights from the FMCG world. We also share some tips on how to leverage packaging in the in-store battle.