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.

Picture of Supermarket Shelves, Category Management Tools

Instructions for Using this Category Management Tool

  • Step 1: Enter the current 12-week market share % for your category. Then, enter the value of your category, e.g. £86,000,000.
  • Step 2: Enter the current 4-week, 12-week, or 52-week market share % for your parent category. The tool then displays the over (or undertrade) value in the adjacent column for your parent category. For example, your category might be oranges, and the parent category is fruit.
  • Step 3: Enter the current 4-week, 12-week, or 52-week market share % for a comparable category. The tool then displays the over (or undertrade) value in the adjacent column versus the comparable category. For example, your category might be oranges, and the comparable category is pears.
  • Step 4: Enter the current 4-week, 12-week, or 52-week market share % for a comparable category. The tool then displays the over (or undertrade) value in the adjacent column versus comparable category. For example, your category might be oranges, and the comparable category is bananas.
  • Step 5: Enter the current 4-week, 12-week, or 52-week market share % for total grocery. The tool then displays the over (or undertrade) value in the adjacent column versus total grocery. For example, Tesco.
  • Step 6: Enter the highest ever 4-week, 12-week, or 52-week market share % for your category. The tool then displays the over (or undertrade) value in the adjacent column versus your highest ever for your category.
  • Step 7: Enter your target market share % for your category, for either the 4-week, 12-week, or 52-week periods.  Lastly, you will see the over (or undertrade) value in the adjacent column versus your target.

The Results from Your Category Management Tool

By entering the required information, the calculator will give you 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 previous achievements? 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 £

You have now used the Category Management Tool to identify your category sales opportunities. Our suggested next steps are to create a project plan to seize the opportunity. Our project planning template will help you successfully manage and complete your projects.

The additional next step is to do the e learning Category Management training course.

Where Next?