RGM Report 2027 — Module 1

Launching September 15

The Future of RGM
Report 2027

Exclusive Insights on RGM Benchmarks, Budgets, and 2027’s Biggest Challenges

Prepare your organization for where the market is headed. Take the survey now to unlock first access to the report on September 15.

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Your Voice Helps Shape the 2027 Report

We’re preparing our next RGM industry report: an expert analysis of the current state of the industry, the key challenges ahead, and what they mean for 2027. Take our short survey (5 minutes) to add your perspective, get the report first once it publishes, and enter the raffle for a $300 Amazon voucher or one of three copies of The Pricing Playbook by Ingo Reinhardt.*

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*Read the full Terms & Conditions of this offer here.

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RGM Report 2027 - 2 - Arrow

Reserve your copy now and be first to access the report on September 15

Benchmark your strategy against industry peers
Exclusive data on what shoppers value across brands, promotions, and claims
Gain perspectives from senior RGM leaders at global CPGs.

A First Look at the 2027 RGM Data

Explore exclusive data on what shoppers value across brands, promotions, private label, product attributes, and claims, drawn from anonymized analysis across the Buynomics client portfolio.

0

%

14%

genuinely fragmented

75%

prefer the leading brand within winner-takes-all categories

44%

Winner-takes-all categories

25%

choose one of the other brands

42%

Between the two extremes

the outer ring only breaks out where a category is heavily skewed

85%

Cases where feature advertising increased willingness to pay

47%

Cases where price reduction alone increased willingness to pay

National brand premium

No premium

85

%

Feature advertising beats price cuts

Feature advertising, such as placement in a retailer flyer, catalog, or digital promotion, increases willingness to pay in 85% of the cases analyzed. When combined with an in-store display, the effect is stronger still. A price cut alone is positive in only 47% of cases.

0

%

Feature advertising beats price cuts

Feature advertising, such as placement in a retailer flyer, catalog, or digital promotion, increases willingness to pay in 85% of the cases analyzed. When combined with an in-store display, the effect is stronger still. A price cut alone is positive in only 47% of cases.

85% Cases where feature advertising increased willingness to pay

47% Cases where price reduction alone increased willingness to pay

0

%

In nearly half of categories, brand preference is already decided

In 44% of categories with four or more brands, consumer preference is heavily skewed: one brand accounts for a median 75% of preference, while the remaining brands compete for what is left. Only 14% of categories are genuinely fragmented.*

44%

Winner-takes-all categories

Median leader preference within this group: 75%

14%

Genuinely fragmented

42%

Between the two extremes

*Shopper preference refers to modeled relative brand preference within the choice set. It is not equivalent to realized market share.

44% Winner-takes-all categories

75% prefer the leading brand within winner-takes-all categories

25% choose one of the other brands

14% genuinely fragmented

42% Between the two extremes

The outer ring only breaks out where a category is heavily skewed.

0

%

National brands still command a premium

National brands hold a willingness-to-pay premium over private label in 60% of the 248 category-country pairs analyzed. Even in Germany, a market known for strong private-label adoption, national brands retain a clear value premium.

Market data shows a related pattern: private label and premium brands are both gaining volume while mainstream brands lose ground.*

248

Category-country pairs analyzed

60%

Show a national-brand premium

*Circana, Year-End 2024 U.S. Food and Beverage Market Outlook, November 2024.

National brand premium

No premium

Survey

Have Your Say in the Future of RGM

Take part in our short survey (11 quick questions) and you will:

Contribute your perspective to the 2027 report
Be among the first to access the Future of RGM Report 2027
Enter a raffle to win a €250 Amazon voucher* or one of three copies of The Pricing Playbook

Your responses will remain anonymous, and the survey takes less than 5 minutes to complete.

*Read the full Terms & Conditions of this offer here.

Take the Survey

AI and market dynamics are transforming how RGM teams operate.

At Buynomics, we work with leading global brands to help them navigate market complexity with AI-driven insights and make better commercial decisions faster. The Future of RGM Report distills these insights, combining survey data, expert perspectives, and industry benchmarks to provide a fact-based outlook on where RGM is headed and how to prepare for 2027 and beyond.