New York, NY: JULY 15, 2025: Kantar, world's leading evidence-based insights and consulting company, recently released its 2025 Category Leadership Study, offering a comprehensive look at the state of category management across the retail and manufacturing sectors. Category leadership is defined as the ability of both retailers and manufacturers to influence and shape category growth through customer centricity, executional excellence, and organizational flexibility. Now in its seventh iteration, Kantar’s Category Leadership Study tracks how organizations are adapting to a fast-changing marketplace shaped by economic uncertainty, shifting consumer behavior, and technological disruption.
The findings highlight a renewed commitment to category leadership, with both sides investing in talent, tools, and partnerships to stay competitive. Contrary to the belief that category management is losing relevance, the study reveals that the discipline is not only alive but thriving—evolving into a more strategic, AI-powered, and insight-driven function.
"In today's rapidly evolving retail landscape, retailers and manufacturers are not just keeping pace but leading the charge," stated James May, Executive Vice President. “By leveraging advanced data analytics and AI, they are transforming category management into a strategic powerhouse. This evolution allows retailers and brands to focus on what truly matters—delivering exceptional value and experiences to their customers."
Key Findings
AI is a Game-Changer: Both retailers and manufacturers are prioritizing AI investments and AI is seen as a tool to enhance—not replace—human expertise. 79% of retailers and manufacturers have prioritized AI investments with 82% of manufacturers willing to commit more money for AI supply chain management.
Power Dynamics Are Shifting: While retailers still hold more influence, manufacturers are gaining ground, especially as economic pressures like tariffs and inflation reshape the balance of power. 78% of retailers vs. 64% of manufacturers view tariffs as the biggest threats facing category management in 2025.
Category Captaincy is Being Reimagined: Only one-third of retailers now claim to offer formal category captain roles, with many opting for more flexible, secondary partnerships. Manufacturers are becoming more selective about where they invest in captaincy. Still, one-quarter of both manufacturers and retailers report that their category management teams are growing.
Strategic Collaboration is Essential: Both sides agree that performance monitoring, shopper insights, and pricing optimization are critical areas of strength. However, gaps remain in areas like trade promotion and shelf layout optimization, signaling opportunities for deeper collaboration.
The Future is Insight-Led and Omnichannel: Retailers first called-out that category definition was changing in an omnicommerce environment in 2021, and this pain point still stands today.
“The companies that will lead in the next era are those that treat category leadership as a strategic engine, not a support function,” said Jeff Maloy, Senior Vice President of Retail Advisory. “This study is a roadmap for how to get there.”.
“Category management is no longer just about planograms and shelf space—it’s about strategic foresight, data fluency, and omnichannel agility,” said Lauren Winkler, Vice President of Category Insights. “Our research shows that companies embracing this evolution are positioning themselves as leaders in a highly competitive environment.”
To access the Kantar's 2025 Category Leadership study and learn more about how Kantar can help grow your brand, click https://retailiq.kantar.com/future-of-category-leadership.