The subject of this thesis is categorization of the product. The purpose of the thesis is to explain and approximate the impact of categorization of products on customers of children food. In modern times, very wide offer and great competitiveness are difficult for businesses to break into the market. By categorising their own products, companies raise their visibility and prominence on the shelves. The categorization of products includes the concept of retail and procurement, in which the range of products purchased by a business organisation or sold by the trader are divided into separate groups of similar or related products. The above, among other things, results in more satisfied customers who are so easily able to deal with the overall offer and buy more products from a particular company. Product category Management is a process that contributes to the development of a company and increases profitability and income. Investigation of the impact of categorization of products on the customers of children's food was carried out at the company Podravka, which has the status of a successful company and the role of regional leader. This allows better insight into customer needs, quality product categorization and potential market changes.