From growth drivers to shopper motives: How behavioral diagnosis leads to better category decisions

Repeat that keeps sliding. A retailer losing basket share. Trial that looks great on paper and goes nowhere after. The data tells you what changed – it doesn’t tell you why. And without the why, teams end up treating symptoms: a promotion for weak repeat, a price cut for switching, a range review for poor conversion, when the real cause lies elsewhere.

This report sets out a better way to close the gap. Using examples from plant-based food, dairy, functional drinks, and a full retailer case study, it shows you how to size a growth opportunity before you act on it – and how to know when it’s worth investigating the shopper reasons behind it.