Tuesday, January 18, 2022

Dialling up dairy case differentiators

As parts of the country begin to open up following lockdowns and we enter the summer entertaining season, the dairy case landscape is set to change. Here’s how to leverage the opportunities presented.

By Exceedra Sales Director APAC Simon Elsby.

Like a number of supermarket categories and departments, the dairy case has benefited from the pandemic and the increase in at-home cooking and meal consumption. But with the category’s dynamics likely to change as new freedoms arrive for many and the season of entertaining season kicks in, there may be dairy case ‘winners’ and ‘losers’ for the next few months, during which maximising revenue generation will be crucial.

Planning for lumpy demand

The dairy case demand consistency we’ve seen over the past several (lockdown) months will change. There are likely to be longer demand lead times as out-and-about consumers leave some dairy staple categories sitting in their fridges.

The next few months will be tricky for dairy case categories. Suppliers and retailers will need to have their supply chain tighter than ever, allowing for the ‘winner and loser’ differences in individual dairy case category demand.

Read more on leveraging the opportunities in the dairy case category in the latest issue of Retail World.

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