Retailers are merchandising too many categories by product type rather than how consumers actually shop, according to consumer research carried out by PepsiCo.

The research, based on interviews with 2,000 shoppers and 23 focus groups, looked at five categories: cereals, crisps and snacks, chilled juice, cereal bars and crackers.

Many shoppers were confused because products were often organised according to whether they had similar ingredients rather than whether they were for particular occasions, said Karen Byrnes, PepsiCo shopper insights controller.

For more details, see The Grocer tomorrow.