Market Reports
Commercial intelligence for FMCG & Retail business leaders.
Market Reports and Category Analysis deep dives and advanced analytics to support strategic planning and annual operating plan cycles. For reports on individual brands, see Brand Reports.
SAMPLE & COMMISSIONED REPORTS
Category Deep Dives
Published analysis on brand, trade and category decisions, written for the people who have to make them. One brand thesis per briefing, taken to a conclusion.
Brand strategy and positioning dissections
Marketing effectiveness and ROI
Analysis of category hype cycles (i.e Protein, etc)
Retail execution and trade performance
Insight into decisions under pressure
Market Reports
Category and market assessments, with the evidence and judgment behind each call.
Consumer behaviour & category shifts
Headwinds and tailwinds assessment
Market entry analysis
Historic performance against stated trajectory
Sub-category fad or trend assessments
SAMPLE & COMMISSIONED REPORTS
STRATEGIC BRIEFINGS
Every briefing reaches a verdict and clarity on the brand’s performance and potential.
NOV 01, 2026
The Future of Brands, Part 3 - Lighthouse & Hype Waves
Part 3 of our four-part series on The Future of Consumer Brands, argues that AI shopping agents will widen the gap between the two. It follows which brands will still be worth investing in, and why far fewer will qualify than most portfolios assume.
7 min read
OCT 26, 2026
PepsiCo’s Gen Z bet, poppi, is living on borrowed time.
This week’s Strategic Briefing looks at PepsiCo’s 2025 acquisition of culture-led prebiotic soda brand poppi. It opens a wider theme C&A will explore over the coming weeks: are culture-led brand acquisitions living on borrowed time?
6 min read
OCT 09, 2026
The Future of Brands, Part 2 - The 5 Triggers of PL
Retailers launch their own label in a category when the economics show up in their own data; and the maturity of the category has surprisingly little to do with it. This article names the five conditions that tend to coincide before a PL is launched.
4 min read
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Short, sharp reads on how consumer brands grow, stall, and exit, and what the pattern says about where the value sits.
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