New directions for consumer goods

Kevin Sneader, Oliver Sibony and Peter Haden

The industry has already extracted much of the benefit to be had from improving productivity and concentrating on core brands.

New Directions For Consumer Goods

Peter Haden, Olivier Sibony and Kevin Sneader McKinsey

At first glance, the leading consumer goods companies' strategy for handling the fierce competition of the past ten years looks robust enough to carry them through the next ten. Indeed, with the industry still caught between price-sensitive consumers and powerful retailers, some of the challenges facing it remain the same.

But the strategy that worked so well through the 1990s may have run its course. A string of recent profit warnings at big...

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