The industry is used to analysing performance and shopper behaviour in a category to establish an opportunity gap for a product. Why not look at it from a different point of view?
Are there any opportunity gaps in your sector of the market for feeling positive emotions while shopping? How many shoppers in the store laugh out loud because they are enjoying the shopping experience so much? Or are there any opportunity gaps when it comes to packaging? How do we surprise our shoppers by having a totally new packaging solution that helps the consumer store the product in a better way?
There are a lot of gaps big and small that’s not directly related to the product that your brand can fill, which gives it an edge in the market. Just open your eyes.