How Brabantia strengthens its role as a category expert for retail partners.
Brabantia uses Demand Intelligence to bring objective market evidence into retailer conversations, turning product pitches into a stronger case built on category demand, consumer interest and market opportunity.
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Retail conversations get stronger when the product story becomes a market story. Demand Intelligence gave Brabantia the outside-in evidence to move beyond product pitches and speak with category authority.
New products need proof of demand.
When Brabantia introduces new products, simply presenting the product is not enough. Retail partners want to understand why the product belongs in the category, why consumers want it and why the timing is right. To support those conversations, Brabantia needed stronger external evidence showing that new products aligned with actual market trends and consumer demand.
“Trendata gives us something objective to bring to retailers. It strengthens our story immediately.”Marketing Manager, Brabantia
From product story to market story.
Trendata gave Brabantia a stronger foundation for trade and listing conversations. Instead of presenting a new product in isolation, teams could show retailers how consumer interest was developing, how the category was moving and where the product fitted within that broader demand. Trendata insights became part of Brabantia’s trade decks, shifting the conversation from “This is our new product” to “This is what is happening in the market, and this product responds to it.”
“Instead of saying ‘this is our new product’, the story becomes: ‘this is a trend in the market, and this product fits that trend’.”Lead Category Manager, Brabantia
Bring the market into the retailer conversation.
Brabantia uses Demand Intelligence to connect category development, product demand and competitive context into one evidence-based market story.
Demonstrate how demand develops across categories and markets, helping partners see whether a product responds to real market movement.
Product-level demand explains why specific products or attributes deserve attention within the category.
Competitive movement gives additional context around category structure and relative position.
Market expertise creates credibility.
The biggest change was not simply better access to data. It changed Brabantia’s role in the conversation. By bringing insights retailers did not already have, around market development, demand and competitive position, Brabantia could step forward more clearly as a category expert. Instead of only discussing what Brabantia wanted to sell, conversations could start with what was happening in the market and what consumers were showing demand for. That gave the product story a stronger commercial foundation.
“When you come in with strong insights that the retailer doesn’t have, you immediately build credibility.”Marketing Manager, Brabantia
Market evidence strengthened the commercial conversation.
Support new product introductions with evidence of market demand and category relevance.
Connect individual products to broader category movement and consumer demand.
Use product and category intelligence to support discussions around which products deserve greater focus.
Bring external market evidence that strengthens Brabantia’s credibility as a category expert.
Use a shared outside-in view across category, marketing and sales teams when preparing retailer conversations.
Stronger listings through evidence and expertise.
By supporting new product introductions with Demand Intelligence, Brabantia strengthened both the quality of retail conversations and its position at the table. Rather than asking retailers to believe a product story, Brabantia could support that story with evidence from the market.
From selling products to shaping the category conversation.
Trendata helped Brabantia move beyond product-driven retail conversations toward market-driven ones. By connecting products with demand, category development and competitive context, Brabantia could demonstrate not only what it wanted retailers to list, but why the market opportunity existed. That strengthened Brabantia’s position beyond that of a product supplier, toward a partner that helps retailers understand the category and where consumer demand is heading.
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See how demand is developing, what people are moving toward and where category opportunities are emerging.