Portfolio Rationalisation in Consumer Goods

Client

Scaling FMCG Brand (Consumer Health)

Service Areas

Proposition Development | Trading

Sector: FMCG / Retail

The Challenge

The product portfolio had become bloated with low-margin SKUs. Retailer engagement was slipping. The business needed to focus, but no one wanted to make the tough calls.

What We Did

Analysed margin, sell-through, and promotional ROI across all SKUs
Identified 30% of products with negative impact on shelf performance
Worked with commercial and product teams to rationalise the range
Repositioned the top 5 “hero” products with a clearer value proposition

The Outcome

+22% increase in shelf space allocation
+18% average gross margin uplift on retained SKUs
Simplified promotional calendar and supply chain
Renewed retailer interest and improved commercial discipline internally