British grocery retailers and brands want to spend time finding ways to grow, they just have less time to do it. Grocers have been forced to downsize teams – driving more with fewer people. Brands have had to embrace a new landscape by selling to ecommerce operators, discounters and specialty businesses such as organic food stores – reaching the same consumers in more ways.
The result is that both supermarkets and brands need to be methodical in their approaches to finding growth in supermarkets, which still accounts for more than two-thirds of all food consumption in Britain. At Kantar, we...