McBride has identified and prioritised those categories within the European Household and Personal Care consumer market which will provide the greatest opportunity for profitable growth for McBride, its Private Label customers and shareholders as these categories gain increasing consumer popularity.
We focus on laundry liquids, gels and sachets; machine dishwashing products; and specialist cleaners, including trigger products, which are characterised by market position, growth, innovation, and manufacturing technology. This focused approach means we are channeling particular investment and energy into higher growth categories.
A further four categories were identified as providing longer term future growth opportunities, based on broadening of the product range and increasing Private Label penetration. Future growth categories include male grooming, one of the fastest growing personal care sectors; mouthwash, given consumers' need for oral hygiene; facial skincare which is also gaining mass market appeal; and non-aerosol air care, increasingly popular given environmental concerns.
Integral to the Project Refresh review was the need to understand how category management and development within McBride could be further enhanced to improve the effectiveness of product development and increase speed to market.
A detailed review of our Ways of Working identified the opportunity for a more strategically co-ordinated approach in a select number of categories prioritising Group initiatives, whilst maintaining and managing specific local versus regional opportunities.
McBride prioritised four categories for its Category and Category Development Leadership approach to exploit research and development and group-wide insights, providing a solid platform for growth and to meet customer's expectations of McBride's passion for delivering value adding Private Label products.