Why “Category First” Thinking Will Define the Next Era of Shopper Marketing
Read time: 2 min
For decades, brands have been told: put yourself at the centre of the story.
Build brand love. Build brand loyalty. Build brand fame.
And while these remain powerful goals, the hard truth is that shoppers — and retailers — are operating in a different reality. Category-first thinking, not brand-first thinking, will increasingly separate those who thrive from those who fade.
Today, it’s no longer enough to simply be a great brand.
You must prove you are the essential brand — not in isolation, but within the broader category context shoppers care about.
Why Category Matters More Than Brand
Brands often assume their values and goals will automatically resonate with shoppers.
But modern shoppers — pressed for time, overwhelmed by choice, and often shopping on autopilot — don't always make decisions based on brand stories alone.
Instead, shoppers think in category needs:
- "I need something quick for lunch."
- "I want something healthy for my kids."
- "I’m looking for a weekend treat."
They shop categories first. Then brands.
Retailers, too, think in categories: they care about how the whole shelf performs, not just your individual SKU. Your success is directly tied to the health and relevance of the category you're part of.
Brands that fail to see this — that focus only on telling their story, not the category’s story — risk becoming irrelevant.
A Category-First Approach: What It Means
Category-first thinking means:
- Understanding shopper needs across the whole category, not just in relation to your brand.
- Spotting and shaping emerging trends — health, indulgence, sustainability, tech — to unlock new growth.
- Collaborating with retailers to reframe or rejuvenate how a category is positioned and shopped.
- Sharing a bigger vision of the category’s future, so the retailer sees your brand as a true strategic partner.
Put simply: it’s about thinking bigger than your brand.
And it works. Heinz, for example, didn’t just sell ketchup — it defined and expanded the condiments category for decades, setting standards of taste, quality, and usage occasions. Its reward? Category leadership and brand icon status that transcends individual products.
The Risks of Staying Brand-First
Brands that remain narrowly brand-first risk:
- Missing changing shopper motivations (and losing relevance).
- Being sidelined by more progressive competitors who better anticipate category shifts.
- Weakening relationships with retailers, who want partners that grow categories, not just fight for share.
In a time of shrinking loyalty and increasing choice, the brands that help retailers grow categories will find themselves in stronger, more sustainable positions.
How to Start Thinking Category-First
- Map the real shopper journey
Understand the mission or mindset that leads shoppers to the category — not just to your brand. - Use insight to drive inspiration
Shopper insights should inform not just communication but also innovation, experience, and education strategies for the whole category. - Partner with retailers differently
Frame your pitches around how you can grow the category — which will, in turn, grow your brand. - Think beyond NPD
It’s not just about more products. It's about helping shoppers navigate the category more easily, discover new occasions, and deepen usage. - Stay relentlessly curious
Look outside your sector. Food, drink, beauty, and tech categories are constantly redefined by changing shopper expectations. Learn from them.
Leadership is Earned, Not Claimed
Brands often claim to be "category leaders."
But real leadership is shown through actions: understanding, anticipating, and helping to shape the future of the category for the benefit of shoppers, retailers — and yes, themselves.
In a world of endless choice and fragmented loyalty, category-first brands will be the ones who stay relevant, visible, and indispensable.
It’s time to think bigger.
Your brand’s future depends on it.