Category Strategy

Asda: Building A Category In-Store

Situation

Health & Beauty is a key strategic and commercial category for Asda, yet Tesco were out-performing them in growth and share of market.

Action

We worked with Asda, L’Oreal and P&G to develop a health & beauty category vision unique to Asda, led by detailed analysis of the consumer mindset in the store. 

Result

The new strategy resulted in a 35% increase in like for like sales. The concept has since been rolled out and Asda has doubled its health & beauty business.