Category Management or Category Development

Can you tell the difference? Is there a difference? In truth, within the FMCG industry, both terms are used interchangeably with few eyebrows raised. Here at Collective Stories, we have taken the conscious decision to move away from the term Category Management, here’s why. 

Managing a category infers safekeeping, being the steward of the category until something happens or someone else comes along to drive it. Like the management of a garden, it’s about upkeep. Our vibrant FMCG industry is as described as fast-moving implying speed and agility. Category development as a term for the work we do to improve and drive categories forward at pace is clearer and implies momentum, drive and dynamism. So, from this moment on we commit 100% to category development and the thousands of tiny stories that make this the best job ever.