The Game Has Changed
The U.S. market has been tough on the biggest fast-moving consumer goods (FMCG) companies. Although big players have traditionally fared well, size and scale don’t provide the same advantage they once did. As such, some big companies have been outpaced by retailers and niche brands. Despite this trend, however, protecting—and growing—profits is very attainable for large FMCG companies that enhance the right strategies.
By analyzing the top performers, the Boston Consulting Group and Nielsen have found that the consumer is at the crux of the winning strategies. To drive profitable growth in the U.S., companies should return their focus to consumers, and their strategies need to tap purchasing behaviors and mindsets that are reflective of the recent recession, the proliferation of retail channels and innovations in technology.