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

Nicholas Keuper, Steve Matthesen, Jeff Gell and Drake Watten

This article discusses how large FMCG companies can regain market share in a US market transformed by recession and innovation.

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...

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