Case Study: Procter & Gamble boosts skincare sales by 31% with Kantar's merchandising insights

P&G boosted skincare sales by 31% with clearer merchandising and communication, thanks to our insights about conscious and unconscious at-shelf behaviour

Procter & Gamble aimed to improve its skincare merchandising strategy in supermarkets to make shopping the category easier and more enjoyable. To address this challenge, the company partnered with vendor Kantar, which employed its Shopper Decisions at-shelf approach to understand both conscious and unconscious shopper behavior.

Kantar's research revealed that shoppers spent excessive time searching for products and reading packs, so the vendor recommended clearer merchandising and communication solutions. This led to a revised shelf layout from P&G that used vertical dividers and brand signposts to define segments and help shoppers navigate. As a result, Kantar helped P&G achieve a 31% uplift in category sales within just six months.

Procter & Gamble