Supercategory' approach Category management is too complex but the principles of consumer focus are correct, according to John Howard of the Danish Bacon and Meat Council. The DBMC is therefore preparing for wider acceptance of the supercategory' concept already adopted by some UK multiples, shifting away from the individual product emphasis to grouping foods commonly purchased or eaten together. In a new market report for retailers, Howard acknowledges the limited scope for increasing the proportion of consumers buying bacon (90% already purchase it at least once a year and 57% once a month) and the potential pressure from Every Day Low Pricing. But he reckons the supercategory provides the opportunity to enhance revenue by exploiting latent demand for premium lines, claiming "a number of bacon products will find a natural place in this new marketing approach". {{M/E MEAT }}