US Shopper Satisfaction Report 2026
US Shopper Satisfaction Report 2026
France
Cat Food
FMCG manufacturer
Hypermarket / supermarket retailer
Retailer underperformance in the category and misalignment between retailer and supplier objectives
Clarifying the role of the category and its segments to support objective decision making
Retailer and supplier priorities were brought together around a fact based strategy
Shopper Intelligence France Cat Food case study
A key retailer was underperforming in Cat Food and was discussing growth options with the category captain.
The retailer favoured Segment A to increase purchase frequency and volume market share, while the supplier favoured Segment B because it offered higher added value and stronger profitability potential.
Each party had a different commercial objective and preferred a different route to growth.
The challenge was to bring objective shopper evidence into the conversation and identify which segment could best support both retailer market share growth and manufacturer profitability.
Shopper Intelligence showed that purchase frequency was not the core issue. Cat Food was already a highly planned and regular purchase, so the stronger growth opportunity was to win more trips and shoppers.
Segment B was the stronger traffic contributor. Its shoppers were more engaged, differentiated more between retailer assortments and execution, and were more likely to respond positively to promotions.
Segment B also offered stronger basket growth potential in both value and quantity, with Sub segment B1 particularly strong on both dimensions.
The shopper evidence gave the supplier a factual basis for a more constructive category conversation with the retailer.
It helped demonstrate category expertise and identify levers that could support both the retailer's market share objective and the supplier's profitability objective.
The analysis showed that both partner objectives could be supported at the same time.
Segment B emerged as the stronger candidate to drive store traffic while also increasing the average value of the category. The retailer and supplier aligned on working directions based on shopper facts.
This case shows how Shopper Intelligence can move retailer and manufacturer conversations from competing assumptions to a shared, fact based view of the category. By clarifying the role of each segment, the supplier could demonstrate stronger category expertise and identify a route that supported both growth and profitability.
France
Cat Food
FMCG manufacturer
Hypermarket / supermarket retailer
Retailer underperformance in the category and misalignment between retailer and supplier objectives
Clarifying the role of the category and its segments to support objective decision making
Retailer and supplier priorities were brought together around a fact based strategy
Shopper Intelligence France Cat Food case study
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© 2026 Shopper Intelligence | Stone Hut Designs
© 2025 Shopper Intelligence | Stone Hut Designs
