The Complete Guide to Category Reviews: What Brands Need to Prepare
A category review is a formal process where supermarket category managers evaluate the performance of every product in a specific category — from beverages to bakery — and make decisions about which products to keep, replace, or add. For FMCG brands, this is one of the most important moments in the retail calendar.
In New Zealand, major retailers like Foodstuffs and Woolworths NZ run category reviews on a regular schedule. If you’re not prepared, your product could lose shelf space — or miss the opportunity to secure new listings.
This guide breaks down what to expect, how to prepare, and how to stand out with buyers.
Why Category Reviews Matter for FMCG Brands
Whether you’re an established player or a challenger brand, a category review is your chance to:
Defend your shelf space
Secure new ranging opportunities
Introduce innovation
Respond to trends and consumer data
Improve your retail strategy and promotional plan
01
Foodstuffs North Island (New World, PAK’nSAVE, Four Square)
Foodstuffs North Island runs category reviews every 6 to 12 months, depending on the product category. These reviews are strategically scheduled throughout the year and usually require 2 to 3 months of lead time before the changes go live in-store. It’s important for brands to plan early, as missed deadlines can push opportunities back by several months. Working closely with your buyer or a broker is essential to stay ahead of the review cycle.
02
Foodstuffs South Island
Although part of the same cooperative network, Foodstuffs South Island operates independently from its North Island counterpart. Category reviews typically occur annually, with about 3 to 4 months of lead time. Brands should not assume timelines are the same across both islands and should tailor submissions and communication accordingly.
03
Woolworths New Zealand (Countdown, SuperValue, FreshChoice)
Woolworths NZ conducts category reviews annually or biannually, depending on the category’s size, seasonality, and performance. With a more centralised national ranging process, brands often need to work 6 months in advance to secure listings or range adjustments. The review process is formal, data-driven, and closely tied to the company’s strategic objectives, making preparation and category insight crucial.
04
Other Channels (Pharmacy, Convenience, and Wholesale)
Other retail channels such as pharmacy, convenience, and wholesale typically have shorter and more flexible review cycles compared to the major grocery players. Category reviews in these channels are usually held quarterly, biannually, or on an ad hoc basis, with lead times ranging from 2 to 4 months depending on the product category and the retailer’s internal processes. While the review structures are often less formal, brands still need to come prepared with a clear value proposition, strong margin structure, and the ability to deliver quickly. These channels can offer faster onboarding, greater agility for innovation, and valuable exposure for trial-size or niche products — making them a smart complement to grocery and a key part of a well-rounded retail strategy.
What Buyers Look For During Category Reviews
Buyers are under pressure to grow the category, improve profit, and meet shopper expectations. Here’s what they’ll evaluate:
Sales Performance
Dollar sales and volume
Rate of sale per store per week
Market share within category
Margin Contribution
Gross profit dollars
Promotional ROI
Trade spend effectiveness
Consumer Trends
Health and wellness
Sustainability
Convenience
Innovation and flavour trends
Product Differentiation
What makes your product different?
Is it filling a gap in the category?
Does it add value for shoppers?
Retailer Alignment
Does your brand support the retailer’s values, strategy, and customer base?
Are you investing in store-level support?
Operational Excellence
Can you deliver reliably and on time?
Is your forecasting accurate and responsive to demand?
Are your logistics, packaging, and compliance up to retailer standards?
What to Prepare for a Successful Category Review
1. Clear Sales Story
Come prepared with clean, easy-to-read sales data:
Scan data (IRI, Nielsen, or retailer POS reports)
Units sold, $ value, growth vs last year
Performance by store region (if available)
2. Compelling Deck or Presentation
Keep it concise, commercial, and tailored to the buyer:
6–8 slides max
Use visuals, charts, and strong calls to action
Include: Brand overview, performance, category insights, innovation, support plan
3. Range & Planogram Proposals
Suggest where your products fit:
Core vs innovation lines
Product facings and flow
Subcategory segmentation
4. Promotional Plan
Retailers want to see:
Annual trade calendar (pricing, depth, media)
Planned investment across catalogue, displays, sampling
Support for new lines
5. Marketing Support
Highlight how you’ll drive consumer demand:
Digital campaigns
Influencer activations
Social proof or PR
In-store demos (where applicable)
6. Supply Chain Readiness
Can you meet increased demand?
Do you have consistent forecasting, production, and distribution?
Are you set up in the retailer’s systems (e.g. Skuvault, GS1 barcodes)?
Common Mistakes Brands Make
Avoid these pitfalls to keep your brand on shelf:
Lack of preparation
Showing up with outdated data or unclear objectives
Overloading the buyer
Llong, text-heavy presentations
No trade support plan
expecting the retailer to drive all trial
Innovation without rationale
adding NPD that doesn’t solve a shopper problem
Pricing that’s out of synC
not aligning with the rest of the category
How to Stand Out to Buyers
Retail buyers see hundreds of presentations every year. Here’s how to cut through:
Do This
Why It Works
Lead with data and shopper insights
Shows commercial thinking and category focus
Keep it visual and concise
Buyers are time-poor — clarity wins
Show how you grow the whole category
Not just your brand — this is key
Tailor to their specific banners or regions
Shows you’ve done your homework
Be proactive and solutions-oriented
Don’t just ask for more space — offer value
Preparation is everything. The best-performing brands treat category reviews as strategic milestones, not last-minute fire drills. If you want to grow your shelf presence and be seen as a serious retail partner, you need a smart, data-driven, collaborative approach.
Need Help Getting Retail-Ready?
At Surge SMC, we help FMCG brands prepare standout category review submissions that get results. From sales decks and trade plans to category insights and buyer engagement, our team works with you to build trust with retailers and win shelf space.
Ready to take your brand to the next level?
Partner with us to grow faster, reach more shelves, and boost performance — backed by expert strategy and deep FMCG know-how.