Non-Food From Zero to a Relevant Player in Home Care
JMD’s entry into the Home Care category marked a key milestone in the diversification of the company’s portfolio.
Starting from no presence in one of the largest categories in modern retail, JMD built, in just a few years, a strong, sustainable and continuously growing position, becoming today the leading non-food distributor in modern retail in Portugal.
Overview
Until 2023, JMD had no presence in Home Care, one of the largest and most competitive FMCG categories.
The challenge was clear and ambitious: to build, within 5 years, a leading position in the non-food market in Portugal.
To achieve this, it was necessary to enter a highly consolidated category, rapidly gain scale and establish a differentiated value proposition for both customers and consumers.
Our approach was based on a rigorous selection of opportunities, the development of a relevant portfolio and best-in-class in-store execution.
Today, JMD positions itself as a credible player in Home Care, with presence across key customers, a solid distribution base and brands growing above market.
Our role
- Structured identification of market opportunities
- Development of a balanced portfolio with differentiated and consumer-relevant brands
- Rapid market entry with a strong focus on distribution and presence across key customers
- Best-in-class in-store execution, ensuring visibility and rotation
- Ongoing business management focused on sustainable growth and share gain
