Adapt your Innovation to Extended Retailer Reset Windows

In the competitive retail landscape, the time it takes to introduce a product to store shelves is getting longer. Category resets, where retailers rearrange products or replace underperforming items, have traditionally been an opportunity for brands to get their products in front of buyers.

We’re seeing a trend towards longer retailer reset windows, forcing brands to wait longer to secure shelf space. For both emerging brands eager to break into the market and established players trying to stay ahead, these delays can create significant challenges.

How can brands adapt and navigate this shifting environment? With expert input from Project Manager Danielle Habitz and Sales Strategist Dean Sinclair, we dive into the causes of longer reset windows and explore the best ways to overcome associated challenges.

Why are retailer’s lead times increasing and who’s affected?

Longer retailer reset windows can be traced back to several key factors that have transformed the way retailers operate. According to Danielle Habitz, one of the major drivers has been the aftermath of the COVID-19 pandemic. As consumers returned to stores, brands that could manufacture products could sell them quickly, without facing the same scrutiny. Now that sales have softened, retailers are in a stronger position and can afford to be more selective.

She believes the rise of digital retail has added complexity and pushed timelines further out.  Retailers are not only balancing in-store product placement but also coordinating online inventories and digital marketing strategies.

“I think it's the popularity of ecommerce and getting everything set up in advance,” Danielle explains, “Everything's online and there are so many processes to work through. I think selling and reset are becoming more complicated.”

When asked about which environmental, locational, financial, or market factors are contributing to longer lead times, Dean Sinclair pointed out the increased workload of retail buyers. He reveals that retailers are pressing buyers to take on more categories. As buyers have more data to sift through, they need more time to compare a larger number of brands than they've had in the past.

“As they consider hundreds and hundreds of more SKUs, brands are pushing for their time to get on shelf,” he says, “What buyers are doing is they're just taking more time to reset the category.”

He agrees with Danielle that control of the retailers affects the length of retail windows: “The merchandisers, the retailers are in charge, so they're going to take whatever time they need to reset a certain category.”

What are the challenges for brands, big and small?

The lengthy retail reset process can be particularly challenging for smaller brands. Dean shares an example of a hypothetical granola company’s timeline.

In September, this company might hire a broker to pitch their product, but the review with the retailer doesn’t happen until April. After that, the final decision may not be made until May, and the reset might not take place until July. It could take nearly a year from when the brand starts the process to when their product finally hits store shelves.

Dean points out that this timeline requires smaller brands to plan meticulously and maintain a high level of flexibility and persistence. "If you're not aware of the reset schedules, or if you miss them, it could be another year before you get a chance," he warns.

Larger brands with more resources often have an advantage, as they have existing relationships and brand power to work more closely with retailers. The challenge lies in pivoting quickly enough to capitalize on evolving trends.

Project teams plan anywhere from 12 to 18 months ahead, especially when aiming to introduce breakthrough innovations. This long timeline presents a unique challenge as Danielle Habitz explains, “Your goal is to ensure that your item or flavor is still trending when it finally launches.”

Smaller brands can pivot more easily with co-manufacturers moving faster and responding to emerging trends in real time. "That’s your edge as a smaller brand," Habitz says. "You can go fast, and you aren’t held to the same accountabilities as larger companies because you’re usually only looking for one or two facings."

Danielle reveals that larger procurement teams are getting better at responding faster to trends and predicting the future, particularly when it comes to seasonal ingredients or raw materials. She notes, “Many companies are leaning into a little bit of risk, procuring materials ahead of finalized plans. It’s not always perfect, but it’s becoming part of the strategy to stay competitive in uncertain times.”

How can I set my project up for success?

To start, identify the retailer's reset window and work backwards to assess whether your timeline is feasible. Determine which aspects of your project may need to be accelerated, where your potential risk points are, and where you can build in extra time for flexibility.

Stay informed about market trends, such as the availability of seasonal or specialty items. Take into account shifting consumer preferences, labor requirements, and new production processes.  Consider packaging supplies, like the recent surge in corrugated material costs or shipping lead time issues like the ILA port strike. By anticipating these variables, you can better align your strategy with the retailer's schedule.

It's impossible to plan your product launch around every retailer reset, since stores follow their own timeline. Choose a few targets, making sure that they are aligned with your brand strategy, marketing capabilities, and target consumer.

“What are the top 10 to 15 retailers that you want to target? And why?” Dean asks, “Find a sales strategist or company like JPG who can help you find out what the review schedules are. And match that review schedule to your production capabilities.”

Both experts agree that cross-functional collaboration has become more important than ever. Working together is crucial to make sure you are successfully getting in with retailers and you’re able to ship the product immediately.

What are the implications for industry and category leaders today?

Despite the challenges around longer reset windows, Danielle believes there’s still a huge opportunity for innovation. She emphasizes that this new environment requires brands to be even more strategic and collaborative.

“We’re now working more closely with our commercial strategy partners than ever before,” she says. “Every launch has to be meticulously planned, with brands squeezing every bit of value from each product release.”

Dean agrees, noting that this extended timeline doesn’t mean innovation is dead, it just requires more forethought.

Danielle remains optimistic about the future: “Teams are more creative, and partnerships are stronger because everyone knows the stakes are higher. It’s exciting to be in project management right now—it’s more dynamic than it’s ever been.”

Narrow retailer windows require adaptability, collaboration, and a well-defined strategy. Brands that embrace these changes and work closely with their teams and partners are better positioned to thrive in this evolving landscape.

Adapt your innovation strategy in the face of longer reset windows. Connect with JPG Resources today and start planning for a more agile, innovative future.

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