Reinventing category strategy for clearer focus and smarter decisions across markets.

Seeing category change before it shows up in performance.

Brabantia operates across multiple competitive homeware categories, including waste, laundry, ironing and home organisation, each developing at a different pace across countries. Internal sales data provided a useful view of past performance, but limited visibility into where categories were heading next. What teams lacked was a continuous outside-in view of where category demand was rising or slowing, how consumer needs were shifting within categories, how Brabantia’s brand was moving relative to competitors, and which countries were gaining or losing momentum. Without that market lens, category strategy depended too heavily on past performance and instinct.

“Trendata shows us which categories are rising or falling and how interest moves across brands. We never had this clarity before.”Lead Category Manager, Brabantia

From assumptions to demand-led category strategy.

Trendata gave Brabantia a new starting point for category decisions: how people were orienting within each market and category. Teams could compare category demand by country, follow how attention shifted between categories and understand how Brabantia’s brand moved relative to others. That created a shared outside-in reference for category discussions across marketing, product, e-commerce and leadership.

One category. Multiple views.

Brabantia uses the same underlying demand to understand how categories are moving, what people are moving toward and how competitive positions are changing.

There is no single global category trend.

One of the clearest findings was that category development differs significantly by country. Some segments grow strongly in one market while declining in another. Local habits, usage contexts, language and expectations all influence how categories develop, and these differences became visible through changes in demand, terminology and product-level interest across markets. At the same time, competitive dynamics also varied sharply by category and country: a brand could gain momentum in one area while losing ground in another. The strategic question shifted from “How is this category performing globally?” to “Where is this category moving, what is driving it, and where should we act?”

“You immediately see whether we’re moving up or down compared to other brands within a category. That signal is incredibly powerful.”Lead Category Manager, Brabantia

Category movement became actionable.

Clearer priorities. Faster discussions. Better strategic focus.

With continuous visibility into category demand, Brabantia moved from reactive category management toward more proactive category leadership.

“It brought clarity. We now use it in our category and strategy conversations because it supports decisions with confidence.”Marketing Manager, Brabantia

From guessing momentum to reading it continuously.

Today, Brabantia no longer has to wait for category shifts to become visible in sales data. Trendata acts as a continuous category radar, showing where demand is rising, where consumer needs are shifting and where brands are gaining or losing ground. By grounding category strategy in actual orientation behaviour rather than assumptions alone, Brabantia has strengthened its ability to prioritise, focus and adapt across markets. Category leadership has moved from guessing momentum to navigating it with a shared outside-in view of demand.