About

Growth starts with clarity. Category Clarity helps FMCG teams turn fragmented data, trends and insights into confident, commercial decisions. I work with brands to build capability, create or sharpen strategy, strengthen consumer and retailer stories, and unlock growth.

From quick “sense‑check” projects to full strategic development, I bring structure, simplicity and a shopper‑ and consumer‑first lens to your plans and your team’s capability. The result is clearer insight, stronger narratives and actions that actually land in the real world, not just on slides.

If you need an experienced partner to challenge your thinking, simplify complexity and leave you with tools your team will use long after the project ends, Category Clarity is a good fit.

I work both independently and in collaboration with specialist consultancies and associates, flexing support to match your project’s scale and scope.

I’m a UK‑based insights, marketing and category consultant specialising in FMCG. After 18 years in agencies and leading consumer goods companies (including IRI, Coca‑Cola, Kraft Heinz and PepsiCo), I founded Category Clarity in 2018 to offer clear, simple and engaging growth support to clients. Since then, I’ve worked within a broad range of industry sectors and brands across food, soft drinks, alcohol, personal care, home care, pet care, DIY and financial services.

I focus on clarity, practicality, and executing the fundamentals brilliantly. I thrive on analysis and specialise in turning complex data and research into clear, compelling stories that drive action.

I’m passionate about building capability—helping teams grow in confidence, efficiency, and impact. Through engaging and memorable training, I simplify analysis and strategy, bring structure to everyday work, and unlock new opportunities for growth.

About Me - Martyn Chidwick

About Category Clarity