How Brabantia gains continuous visibility into market position and competitive dynamics.
Demand Intelligence gives Brabantia a continuous outside-in view of how its brand position changes across categories, countries and competitors.
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Brabantia uses Demand Intelligence to see how its brand and competitive position move together, by category and by country, turning market position from a periodic snapshot into something it can track continuously.
Understanding market position without a continuous outside-in view.
Brabantia operates in highly competitive homeware categories where market position can shift quickly across countries and product categories. For years, the company relied on GfK sales data and Share of Search insights to understand how its brand compared with competitors, useful sources, but they did not provide a continuous view of how Brabantia’s position was changing over time. Internal performance data showed Brabantia’s own results. What it did not fully show was where the brand stood in the market around it.
“We could see our own results, but we were missing a real view of where we stood in the market.”Lead Category Manager, Brabantia
From periodic snapshots to continuous market visibility.
Trendata gave Brabantia a continuous view of how brand attention and competitive position developed across categories and countries. What had previously been limited to static, one-off reports became a dynamic view of market position over time, always in relation to competitors. Teams could see whether brand momentum was strengthening or weakening, which competitors were gaining or losing attention, how private-label pressure differed by category, how market position varied across countries, and how brand attention related to brand awareness.
“Branded orientation share gave us an indication of market position. Trendata made that visible, dynamic and much more insightful.”Marketing Manager, Brabantia
One market. Two critical views.
Brabantia uses the same underlying demand to understand both how its own brand is moving and how that position changes relative to competitors.
Follow how brand popularity develops over time and compare that development across categories and countries.
See which competitors are gaining or losing attention and where private label is creating pressure.
Competition doesn’t move the same everywhere.
One of the most important findings was that market position could not be understood as one global number. Brabantia’s position differed by category and by country. In some markets the brand gained attention, while in others competitors accelerated faster. That changed the strategic question from “Are we winning or losing?” to “Where are we winning, where are we losing, and against whom?”
“You realise quickly that we’re not winning or losing globally. It’s completely different for every category and every market.”Lead Category Manager, Brabantia
Competitive movement became actionable.
Use changing brand position and competitive movement to identify where the brand is strongest and where attention is declining.
Identify competitors gaining momentum and categories where competitive pressure is increasing.
Understand where Brabantia is gaining ground and where category dynamics require attention.
Compare market position across countries to identify where a different response may be needed.
Use outside-in evidence of brand and competitive movement to strengthen conversations with retail partners and internal stakeholders.
Sharper positioning. Stronger arguments. Better strategic focus.
Market position became something Brabantia could measure, track and discuss continuously, rather than infer from fragmented or delayed signals.
From tracking competitors to understanding competitive movement.
Today, Trendata acts as Brabantia’s outside-in view of market position, showing how the brand stands within each category and market, and how that position changes over time. Instead of relying on fragmented or outdated data, Brabantia can work from one consistent view of brand and competitive movement, shifting competitive intelligence from reactive reporting toward continuous market interpretation.
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Where is your brand gaining, and where are competitors moving faster?
See how brand position changes across markets, categories and competitors.