An ECR Community Review of Current Practices in Category Management 2020.


ECR Community released a global review of Category Management practices throughout the retail and CPG sector. This review features 200+ pages including 14 global case studies3 ECR Community Reports and major insights articles on category management, shopper marketing and relevant technology.


Complete this form to download your free copy.

Supporting Webinars

5 webinars took place to promote the Review and allow contributors to discuss their case studies.

These webinars should be of interest to all retailers, suppliers, service providers, academics, media, associations and they can be watched here.

About the Review

This global ECR Community Category Management publication has a clear objective. To build a community platform to help the practitioner and the manager to deal with the massive speed of change that is impacting the marketplace today.

The publication gives both a historic and a future view on the methodology for how to go-to-market as a retailer or a product manufacturer and is food for thought to all who have an interest in the business of value creation with the consumer and the shopper.

The Review brings together a truly representative mix of companies of all different sizes from SMEs to international corporations, as well as companies from Asia, Europe, and North & South America.

This is the 4th major publication on Category Management from ECR Community.  It follows the “ECR Europe Category Management Best Practices Report” 1997, “Day to Day Category Management” 2000 and “The Consumer and Shopper Journey Framework” 2011.

Declan Carolan, Co-Chair of ECR Community & General Manager, ECR Ireland

“From the student who has a career ambition to the practitioner, to higher management, this publication will stimulate new ideas and build greater understanding of why businesses win or lose because of changing market dynamics and not in the least, recently in situations of economic crisis, when consumer and shopper behavior change significantly.”


David Ciancio, dunnhumby

“A clear lesson from the pandemic for brands and retailers is that we are standing at the portal of the future, and that we’re never going back to the way it used to be. Fortunately, we have guiding frameworks, especially that of Category Management, to help us navigate and remain fit for the future and relevant to consumers. This report shares current best practices of vital, essential, and future-proof Category Management.”


Brian Harris & Luc Demeulenaere, Senior Category Management Advisors

“For over 30 years, Category Management has provided the business principles and methodology to ensure that retailers and manufacturers focus their marketing decisions on the consumer and shopper. Its ability to adapt to the dynamic changes that are continually shaping the industry has been a hallmark of its success. This report provides the roadmap and specific actions that retailers and manufacturers need to take to ensure that their Category Management capabilities continue to deliver maximum competitive advantage. It is a “must read’ for all senior managers, Category Management professionals and students interested in a career in consumer goods marketing.”