[Resources](/resources)EventsWhat's In-Store London What's In-Store London ยท Tuesday 10 November 2026 # Demand creation in CPG Grocery prices are up more than 30% in four years, and for most of that time rising prices were unavoidable due to Input costs, energy and wages. Price did the growing because it had to, and shoppers have largely absorbed it. The interesting question is what happens next. Even through the inflation years, some categories grew through creating demand. They found new shoppers, new occasions, new reasons to buy. Energy overtook cola. Mochi reinvented ice cream desserts. Beans and olive oil went premium. This morning is for the people looking to grow outside of price, told by the ones who already have. [See the programme](#programme) ## Save me a space 8:45 to 12:30, breakfast included. Free to attend. JavaScript is required to register online. Email and we will register you manually. We could not submit that just now. Try again or email and we will register you manually. First name Last name Work email Company Job title Save me a space Vazen will use these details to confirm your place and send joining instructions. Read our [Privacy Policy](/privacy). ### You are on the list. Confirmation is on its way to your inbox. Joining instructions and the final running order follow closer to the day. [Add to Google Calendar](https://calendar.google.com/calendar/render?action=TEMPLATE\&ctz=Europe%2FLondon\&dates=20261110T084500%2F20261110T123000\&details=A+morning+for+senior+category%2C+insights+and+commercial+leaders.+Doors+and+breakfast+from+8%3A45%2C+sessions+from+9%3A15%2C+close+at+12%3A30.\&location=The+Royal+Institution%2C+21+Albemarle+Street%2C+London+W1S+4BS\&text=What%27s+In-Store+London%3A+Demand+creation+in+CPG)[Add to calendar (Outlook, Apple)](/events/whats-in-store-london-2026.ics) - Date Tuesday 10th November 2026 - Timing 8:45 to 12:30. Breakfast included - Venue The Royal Institution, London - Format Half day, in person, breakfast included ![A speaker presenting to the room at a previous Vazen event](/_astro/event-speaker.C9Q7nLP8_1xKnfl.webp)![Attendees watching a category session at a previous Vazen event](/_astro/event-audience.CZNoEFQ0_2rtd10.webp)![Two panellists speaking at a previous Vazen event](/_astro/event-panel.cHEouYsp_Z2fzd25.webp) What's In-Store, Manchester 2026 ## The programme 1. 08:45 30 min ### Breakfast and arrivals Doors open at 8:45. Breakfast, coffee and time to find the people you want to talk to before the room sits down. 2. 09:20 15 min ### Demand creation in CPG: what's next for brands? The global state of shoppers, grocery, and the levers to drive growth outside of inflation. Nick Theodore, CEO and Founder, Vazen 3. 09:40 15 min ### The changing shape of the category function How the category role is changing, the capability gap opening up, and the questions senior teams should be asking now. Mark Walker, Global Strategy Leader, IGD 4. 10:00 15 min ### Building a category vision that earns retailer buy-in Purina's category team on building a vision that earns retailer buy-in. For category teams who want to make a stronger case to retailers. Tamsin Eaton, Category Controller, Purina Heather Allsop, Customer Category Manager, Purina 5. 10:20 20 min ### Ask Vazen: the drinks category, answered Real category questions, answered live on real shelf data. Co-op's buyer and Red Bull's category manager join Christian to show what's shifting, what's working at fixture, and what to do about it. Christian Martin, Retail Partnerships Director, Vazen Michael Williams, Senior Buying Manager, Co-op Kyle Sexton, Category Manager, Red Bull 6. 10:40 30 min ### Coffee and conversation A proper break, and for most people the most useful part of the morning. 7. 11:10 15 min ### The challenger story: how mochi got a shelf The story of a brand that created demand where the planogram said there was none. Ellen Paterson, Senior Category Manager, Little Moons Niamh Quinn, Vazen 8. 11:40 15 min ### AI as a growth lever for CPG brands and retailers What AI changes for a category team chasing volume, what it doesn't, and what has to be true before its recommendations can be trusted in a range review. Joshua Evans, CTO and Founder, Vazen 9. 12:00 15 min ### Closing keynote: where Co-op finds its next growth A retailer's view of where the growth is coming from now that price has stopped doing the work. Lyndsey Thornton, Head of Commercial, Dairy & Protein, Co-op 10. 12:20 10 min ### Networking Time to carry on the conversations with the speakers and each other. ![Category and insights leaders talking at a previous Vazen event](/_astro/event-networking.DTBaAFeX_2tHUQJ.webp) What's In-Store, London 2025 The venue ## The Royal Institution, London 21 Albemarle Street, London W1S 4BS. A few minutes from Green Park and Piccadilly Circus. - Doors 8:45 - Sessions 9:20 to 12:15 - Room until 12:40 - Cost Free to attend ![The Faraday Theatre at the Royal Institution in London](/_astro/venue-royal-institution.DIbBcj2w_Z2jFvQt.webp) The Faraday Theatre FAQ ## Questions What does it cost to attend? It is free, and that includes breakfast and refreshments through the morning. You just need to get yourself to Mayfair. Who should I bring with me? Whoever you would want in the room with you. Plenty of people bring a technical or data colleague, and the programme is built so both get something out of it. Register them separately and we will make sure you are seated together. Is this a sales pitch? It is mostly other people talking. Vazen leads three of the sessions, and the rest are a retailer, IGD and CPG brands walking through their own category wins. You will get a proper sense of what we do, but the day is built to be useful whether or not you ever work with us. Will the sessions be recorded? No. Sessions are not recorded, so our speakers can be candid. Everyone who registers will get the slides and a follow-up report after the event. What if I can only make part of the morning? Come for what you can, it is genuinely fine. Sessions run to time, doors open at 8:45, and there is a half hour break at 10:40 that makes slipping in or out easy. The room is ours until 12:40. How do I submit a question for the live session? We would love one. Send it with your registration or put it in through Slido on the day, and we will answer as many as we can live, on real supermarket shelf data. Register ## Building the future of category leadership Tuesday 10 November 2026. The Royal Institution, London. 8:45 to 12:30, breakfast included. Free to attend. 120 places. Registration closes 30 October 2026. Bringing a technical or data counterpart? Register them separately and we will seat you together. JavaScript is required to register online. Email and we will register you manually. We could not submit that just now. Try again or email and we will register you manually. First name Last name Work email Company Job title Register your place Vazen will use these details to confirm your place and send joining instructions. Read our [Privacy Policy](/privacy). ### You are on the list. Confirmation is on its way to your inbox. Joining instructions and the final running order follow closer to the day. [Add to Google Calendar](https://calendar.google.com/calendar/render?action=TEMPLATE\&ctz=Europe%2FLondon\&dates=20261110T084500%2F20261110T123000\&details=A+morning+for+senior+category%2C+insights+and+commercial+leaders.+Doors+and+breakfast+from+8%3A45%2C+sessions+from+9%3A15%2C+close+at+12%3A30.\&location=The+Royal+Institution%2C+21+Albemarle+Street%2C+London+W1S+4BS\&text=What%27s+In-Store+London%3A+Demand+creation+in+CPG)[Add to calendar (Outlook, Apple)](/events/whats-in-store-london-2026.ics)