We are witnessing something of an 'imperfect storm' in FMCG right now, with continued pressure on price, the impact of range rationalisation that is seeing brands fighting for shelf space, and (certainly for the UK) the effects of trade promotions falling to their lowest levels in the last decade. Then there are innovations in e-commerce and new technologies online and via mobile devices, which is making the path to purchase easier than ever before and fundamentally changing the way we shop.
It seems that many of the levers traditionally used by brands to influence shoppers' buying decisions are slowly being...