No category rationale? Here’s what to do 🤔
Sometimes there is no category story.
But you still need to sell to retailers.
If you’re pitching a new product to a retailer, you’ve got two jobs.
Show it will sell.
Show it will add something to the category.
That’s where a strong category rationale comes in. It shows you are growing the category, not just pushing another product onto the shelf.
But there are times when you dig and dig, and there’s just nothing there.
No clear shopper benefit.
No obvious role in the category.
It happens more often than people admit, here’s how to handle it.
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1. Sense check before you give up
Before you call it, pressure test it properly.
Ask yourself:
Will this bring in a new shopper?
Does it give shoppers a reason to pay more?
Does it add to their repertoire?
Does it create a new occasion?
Ask others around you for their perspective.
What are the reasons this is right for the category?
If there is still no answer, that is your answer.
There probably isn’t a category rationale here, and that’s OK. Slightly uncomfortable, but OK.
2. Whatever you do, don’t force it
This is where people get themselves into trouble.
Trying to build a story from scraps, stretching a trend that does not really apply, or twisting the data to say something that is not 100% true.
I get it. You want to walk into that meeting with something solid, not worrying you might get caught out.
But buyers will spot it. And once that trust goes, it is hard to get back.
3. If it’s commercial, treat it as commercial
Not every product earns a category story, but it still needs a clear reason for the retailer to say yes.
Sometimes the value for the retailer is:
Stronger margin
A better support plan
A more balanced JBP
That is a different conversation. Let the commercial team take the lead in shaping that story.
A category manager’s role is to stay impartial. If you blur that line, it weakens your credibility long term.
Be clear and confident that you have considered every angle and that there is no strong category rationale.
There isn’t always a category story.
But when you do have one, it is by far the strongest way to get listed.
It shows you understand the retailer.
It proves you are thinking about their shoppers.
It gives them a clear reason to say yes.
Not sure if you’ve got a category-led story?
Check out our on-demand video course. It gives you a simple framework to build one with confidence.
If you’d like some more hands-on support, just contact usand we’ll set up a call!
April 2026