Shaping a more strategic oral care portfolio for club channel success

Growth

objectives

A leading personal care brand set out to optimize its oral care portfolio in a key wholesale channel, aiming to improve relevance, simplify the assortment, and support the relaunch of refreshed SKUs with new claims and formats.

Challenge

The brand needed to assess the performance and potential of existing SKUs while evaluating new pack configurations and product claims—all within the unique purchase dynamics of the club store environment. Aligning innovation with both consumer demand and channel expectations was essential.

Key questions

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Which SKUs are driving the most value in the current club assortment?

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How can we prioritize new claims and product formats based on consumer preferences?

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What combination of items best supports growth while reducing complexity?

How we did it

Astrea leveraged its PPO Category Explorer to analyze consumer demand signals across the full oral care portfolio. The platform enabled scenario modeling for product restages, new item launches, and pack configuration changes—helping the team simulate outcomes before executing in-store.

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Key learnings

Insights revealed opportunities to streamline the portfolio without sacrificing consumer choice. The analysis also highlighted the value of specific claims and formats in driving engagement in the club channel, where fewer SKUs must work harder.

Outcome

The client clarified its go-forward strategy, focusing on a refined mix of high-impact SKUs supported by claims that matter most to club shoppers. This informed a confident relaunch plan tailored to the client’s unique merchandising environment.