“Futureproofing” is Reshaping Merchant Conversations

Today’s merchants aren’t just asking for better facings or pricing strategy—they’re asking how to engineer a total category experience that attracts, converts, and retains shoppers under increasing market pressure.

NIQ research shows a clear shift in what matters most:

• Traditional levers (assortment, facings, compliance, price & promotion) remain critical
• But growth now hinges on discovery zones, flow, emotional resonance, education, and immersive design
• Health & wellness is now a core design principle, categories must signal safety, efficacy, and benefits at a glance

The takeaway? Retailers want partners who can co‑design holistic experiences, not just supply data.

Emotional Connection is a Growth Multiplier

When categories deliver standout experiences, emotional connection rises—bringing shoppers deeper into the aisle and increasing their willingness to explore.

This is especially important because:

• Shoppers are more highly engaged today due to rising costs
• Highly engaged shoppers are significantly more likely to consider additional brands or switch for perceived value
• The category “experience” is what pulls them off autopilot and into active evaluation
• Health narratives (e.g., protein, hydration, fiber, “clean ingredients”) amplify emotional connection when they’re authentic, understandable, and easy to navigate

This shift is a major opportunity for manufacturers who understand how to curate their category footprint.

The Consumer Path Is No Longer Linear—It’s a Web

Our data continues to show that consumers now use multiple paths to discover, evaluate, and buy products—even within a single category trip.

What CMA attendees found most eye opening:

• The average shopper blends online research with in‑store browsing, even for everyday FMCG
• Gen Z is redefining brand consideration, entering categories with wider repertoires and higher openness to new brands
• Up to 19% of Gen Z shoppers enter with no brand in mind, meaning the category experience itself becomes the biggest conversion lever
• Shoppers increasingly consult influencers, friends/family, food & ingredient apps, and retailers’ digital content to inform choices

Implication: Architect for multi‑touchpoint interception—and back it with cohesive, evidence‑led growth stories the merchant can stand behind.

Not All Shoppers Should Be Targeted

A standout insight from our presentation that left brands surprised: 35% of FMCG shoppers are on autopilot.

They’re loyal, habitual, and minimally responsive to trade dollars.

This means:

• Don’t overspend trying to convert someone else’s autopilot shopper
• Instead, focus on the 65% of shoppers who are mildly to highly engaged—those considering multiple brands or open to trade-driven trial

This reframes how manufacturers should structure their category growth plans, especially in mature or competitive spaces.

A Real‑World Example: Milani’s Path From Roadblocks to Results

One of the most discussed elements of the session was Milani’s transformation story—an example of how pairing strategic insight with retailer education can unlock step change growth.

Milani’s Challenges: Fixed cosmetics fixture sizes limit flexibility, heavy investment needed for shelf expansion, and retailers require proof of incremental growth, not just brand momentum.

Using Shelf Architect and retailer-specific analytics, NIQ identified:

• Which competing brands were delivering (or lagging in) incremental velocity
• Where space could be reassigned to drive category wide efficiency‑wide efficiency
• The optimal product mix aligned to growing shopper needs

The Results

• 39% increase in shelf footprint and 22% sales lift in supercenters
• Faster speed-to-market for innovation
• Clear, defensible retailer-facing strategy

What does this mean?

The right insights can turn experience challenges into collaborative wins.

Success begins with a clear vision, every project requires education—both directions, and the process is non-linear, it requires flexibility and iteration.

Our role at NIQ is bigger than answering questions—we’re helping clients decide where to play, how to position their portfolios, and how to craft category-first stories that bring retailers along with them. Tools like NIQ Shelf Architect exemplify the blueprint for the future: predictive, immersive, and tailored to retail realities.

Curious to learn more about how we can help your brand succeed?