Finding the real growth lever: The shopper conversion leakage

Many FMCG categories look stable on paper until you quantify what shoppers actually do. This report shows how a major European grocer lost category sales because fewer shoppers bought the category in its stores, not because traffic or demand declined.

Using an anonymized Personal Wash category case, we explain where the money went, which high-value shopper groups drove the leakage, and why promotions failed to fix the problem.

Too many category plans start with sales results. Teams default to promotions, price moves, or traffic tactics, treating symptoms instead of fixing the real problem. In inflationary markets, this is critical: value growth may look healthy, but volume often stays flat. Promotions alone can’t fix conversion issues.

Find out how shopper behavior drives conversion and growth:

• Separate real demand from price effects
• Pinpoint behavioral drivers behind the topline
• Quantify upside with internal and competitive benchmarks
• Turn sales reporting into a practical, shopper-led growth plan

Gain actionable insights into shopper conversion leakage and turn real data into smarter category management.