Category Managers tell us that they sometimes get lost in the armfuls of data. This category management tool helps you, a Category Manager, to focus. By using the simple, yet effective tool below, you can identify the size of the opportunity for your category. Enabling you to keep one eye on the size of the prize by showing you what is possible. Possible because either the parent category is already achieving that market share, or your category has achieved it once before, and therefore could achieve it again.

Instructions for Using this Category Management Tool

Step 1: Enter the current 12-week market share % for your category, and then the value of your category, e.g. £86,000,000.

Step 2: Enter the current 12-week market share % for your parent category, and then the value of the parent category, e.g. £86,000,000. For example, your category might be oranges, and the parent category is fruit.

Step 3: Enter the current 12-week market share % for a comparable category, and then the value of the comparable category, e.g. £86,000,000. For example, your category might be oranges, and the comparable category is apples.

Step 4: Do Step 3 again for another comparable category. For example, Pears.

Step 5: Enter the current 12-week market share % for your supermarket, and then the value for the supermarket, e.g. £12,000,000,000. For example Tesco.

Step 6: Enter the highest ever 12-week market share % for your category, and then the highest ever value of your category, e.g. £96,000,000.

Step 7: Enter the target 12-week market share % for your category, and then the target value of your category, e.g. £100,000,000.

The Results from Your Category Management Tool

By entering the required information you will be presented with 5 potential goals. The challenge is to then choose the goal that you want to focus on. Beating a comparable category? Beating the parent category? Or beating was has been achieved previously. The choice is yours.


Current Market Share % Market Value £
Step 1: My Category % and £ (E.g. Oranges)
Target Market Share % Opportunity Size £
Step 2: Parent Category % and £ (E.g. Fruit)
Step 3: Comparable Category % and £ (E.g. Pears)
Step 4: Comparable Category % and £ (E.g. Bananas)
Step 5: Total Grocery % and £ (E.g. Tesco)
Step 6: Highest Ever % and £
Step 7: Target % and £