Ten trends to watch out for in FMCG marketing

JC Gonzalez-Hurtado

This article examines the trends currently affecting - and profoundly changing - the FMCG industry today, as retailers struggle to get to grips with serving customers in the wake of one of the most challenging economic periods of recent history.

Ten trends to watch out for in FMCG marketing

JC Gonzalez-HurtadoIRI

The rise of the price-sensitive shopper and ensuing discounter pressure, growing omnichannel options, shelf squeeze, and the failure to capitalise on Big Data are all creating new challenges for FMCG retailers and manufacturers. 

As many countries emerge from one of the most challenging economic periods in history and are forced to cope with uncertainties in a changing geopolitical context, FMCG retailers and manufacturers are still struggling to get to grips with how they can best meet the needs of shoppers. The post-recession shopper continues to be price-sensitive, further...

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