Create Wellness has some strengths such as popular product formats and flavor variety, which can attract consumers and enhance its market competitiveness. However, the brand is facing several challenges including lack of innovation, poor texture feedback, insufficient marketing support, and declining sales. To improve its shelf performance, the brand should focus on product innovation to differentiate itself from competitors. It also needs to address the texture issue to enhance consumer satisfaction and loyalty as product quality is crucial in this market. Additionally, increasing marketing support can boost brand visibility and drive sales. Category managers should consider these factors when making decisions about stocking and promoting Create Wellness products.