Category management in grocery retail:

1. Category Definition – Defining luxury and exotic grocery products based on their availability,
quality, price, rarity, appearance and source of vegetation. These products include fruits
such as Jack fruit, Dragon Fruit, Star Fruit, Pomela, Rambutan and other organic fruits and
vegetables. Big basket, Isayorganic, liveorganics and eathlytales are some of the retailers
trying to bring global luxury grocery products to their customers.
2. Category Role – Luxury and exotic grocery products attract next generation luxury shoppers
with greater purchasing power who want luxury products at their doorstep. With the greater
awareness and rising concerns related to consumption of fruits and vegetables with unique
health benefits, luxury grocery products are in utter demand. They provide healthy margins
to retailers too.
3. Category Assessment – The global market of grocery products amounts to US$ 81,145m in
2022. The market is expected to grow annually by 8.94% (CAGR 2022-2026). In global
comparison, most revenue is generated in China (US$ 149,780m in 2022). Still, the market
remains relatively small in India, with US$ 81,145m in 2022, which is expected to grow to
around US$ 120,000m in 2026. With the rising awareness and availability, consumption of
luxury grocery products regularly will drive the purchase of such items.
4. Category Scorecard – By comparing internal and external data, it is possible to find points of
strength and weakness in market share for each category, frequency and sales in cut prices,
number of SKUs in each category, price average, margins, SKUs opportunities in the market,
etc. Market success can also be measured with the count of hyperlocal doorstep deliveries.
5. Category Strategy - Personalization and omnichannel approach can be a viable strategy to
enhance customer experience, which will support the end sales. “Excitement generating”
plan to create excitement for this category by communicating a sense of urgency or
opportunity to the consumer. Focus on speed and convenience is vital for “exclusive”
customers. Millennials and corporate professionals can be targeted as they become more
familiar with luxury goods. Strategy can also focus on (psychological) value to attract
customers.
6. Category Tactics and Plan Implementation – Assortments can be reviewed every 6 months,
driving seasonality and consumption change. Promotions can be planned every year to have
a significant impact on sales. Visual merchandising after every category review as we need to
set new exposures, both for shelf and extra-shelf. To change competitive positioning, prices
can be reviewed every week by comparing prices with the leading competitors and
maintaining the core appeal of a luxury product.
Luxury grocery products:

 Exotic Fruits: Dragon Fruit, Jack Fruit, Rambutan, Durian, Logan, Star Fruit, Pomelo,
Kumquat, Water Apple, Buddha’s Hand, Pandanus, Acai, Strawberries, Cantaloupe
 Exotic Vegetables: Taiwanese Mushroom, Mange Tout Peas, Yamashita Spinach, Wasabi
Root, Hop Shoots, La Bonnotte Potatoes, Pink Lettuce
 Organic Vegetables: Nectarines, Peaches, Celery, Spinach, Tomatoes, Sweet bell peppers,
Cherry Tomatoes, Cucumbers, Cabbage, Asparagus, Eggplant, Cauliflower, Kale, Collards &
Mustard Greens