The game has changed: How consumer companies can win back the US market

Nicholas Keuper, Steve Matthesen, Jeff Gell and Drake Watten

THE BOSTON CONSULTING GROUP and Nielsen collaborated on both the analysis of fast-moving-consumer-goods companies and the resulting recommendations outlined in this article.

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" do not provide the same advantage they once did, and these companies have recently been outpaced by retailers and niche brands, The Boston Consulting Group and Nielsen have found in recent analysis. Fortunately, this same analysis and our work with clients also reveal that despite this trend, protecting—and growing—profits is very attainable for large FMCG companies that embrace the right strategies.