Buyers don’t care about your brand.

“Buyers don't really care about brands ... unless they help their category”
— Simon Dunn, Managing Director, Optima Retail.

Simon is an ex-buyer turned category expert, so he talks from experience. It’s a harsh truth, but one that every brand, big or small, needs to face.

The grocery world runs on margin, space and shopper flow – not emotion.

Whether you’re a fast-growing scale-up or a multimillion-pound household name, the retail buyer doesn’t care about your founder story, your purpose, or why you’re so passionate about what you do. They care about their business, their category, and their shoppers. The brands that win are those that translate love for their product into commercial relevance.

So what can you do about it?

As retailers double down on efficiency, private-label growth and shopper loyalty schemes, they expect brands to come armed with solutions, not stories. Understanding this shift is the difference between getting a listing and getting left behind.

1. Partner with Category (if you can).
If you have a Category Manager, work with them. Build the story together. If you don’t have one, there’s plenty of support out there (me, for example!).

2. Understand your retailer’s world.
What are the buyer’s objectives? What’s the retailer strategy? How is their category performing vs competitors? The more you know, the more relevant your pitch will be.

3. Show them how you’ll grow their category.
Frame everything through their lens: “Here’s why our partnership will grow your category and deliver on your objectives.” Link it back to what’s happening in-store – use photos of their fixture. Have data to back it up, and don’t forget to remove any other retailer logos! We’ve all been there… it definitely makes things awkward!

4. Talk shoppers as well as consumers.
You know your consumers inside out but do you know who the retailer shoppers are and how they shop? Understanding how they behave and how they interact with the category will help you demonstrate growth. Most retailers have detailed shopper profiles – use them.

5. Keep it short, sharp and focused.
Thirty minutes. One or two key messages. No fluff. Buyers will thank you for it.

Examples where brand meets category

• Bold Bean Co. – They’ve built a story rooted in category growth, not just brand fame. Their posts often show how to re-energise a stagnant category – a classic category-first mindset.

• Pack’d - Mitch Lee’s posts bring category data to life, it shows the power of storytelling through insight, not just emotion.

• Lucky Saint - Sarah Walley’s approach links consumer trends to category value, positioning alcohol-free beer as incremental growth, not substitution. That’s what retailers want to hear.

Final thought

When I think back to the countless presentations I’ve given over the years, I wish I’d realised this sooner. Brand teams build deep emotional connections with their brands and consumers; they get excited over NPD and assume everyone else will feel the same.

But they don’t – buyers want clarity, simplicity and a plan that helps them win.

If you’re struggling to bridge the gap between your brand story and what buyers want to see, let’s talk.