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GLOBAL 2016: Personal care needs to become more personalized

The personal care category is less personal than it ought to be. The category is personalized from the marketing point of view, but it is several steps behind in products. The consumer products companies still operate from an old model, filling shelf space with variants. It’s not accretive. It just complicates the supply chain. And retailers will push for change. The SKU proliferation issue will hit hard sometime in the next couple of years. Retailers that excel at omni-channel will move slower moving items from the shelf to the website. When that happens, everyone will follow.
 
John Rand
Senior Vice President, Market Insights
Kantar Retail
John.Rand@kantarretail.com