How are marketing procurement leads managing POS & Displays?

WFA runs a regular survey of members working in marketing procurement called Category Management Excellence (CME). The series is designed to give marketing procurement practitioners knowledge and insight for key channels.

The October 2025 edition looks at category management for POS & Displays. It found:

• Average POS & Displays spend increased from 7% in 2022 to 9% in 2025 but may plateau or decrease compared to overall marketing budgets.
• Digitalisation, shifting business priorities and sustainability are all influencing the future of POS & Displays.

The survey also unpacks team size, key challenges, partnership models, measurement and remuneration approaches.

WFA members can access the full results through this link.