The Category Management Association define category management “as a process whose purpose is to create a comprehensive plan that meets shopper needs in a superior manner thereby producing superior business results for retailers and manufacturers”.

Food & Drink Wales has developed a Category Management programme, with a focus on Food to Go (F2G). The aim of the programme is to provide individual support to Welsh Food & Drink companies, to assist them in understanding the market and to provide opportunities to meet targeted trade partners. The programme will also support companies to integrate category management skills within their trade development process.

The ‘Food to Go’ (F2G) market is a subset of the ‘Out of Home’ (OOH) market and refers to convenience food that is eaten while on the go.  The market is dynamic, and rapidly changing. The UK F2G market is in strong growth, up 4.9% year on year worth £27.2bn, while the market in Wales is worth £1.65bn which accounts for 60% of the Welsh OOH market.

As well as ensuring companies have comprehensive insights into consumer and market trends/drivers relevant to their categories, support provided to companies includes provision to source data for their specific categories.

Support is available with immediate effect. For more detail and to express interest, please contact Catherine Frith by emailing or call Catherine on 01691 770055 or 07738 998690.

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