An imperfect inflation | WARC | The Feed

While inflation is nothing new, this current inflation is particularly imperfect, explains Ananda Roy, senior vice president strategic growth insights, IRI International.

Why it matters

During inflationary times it is harder than ever for fast-moving-consumer-goods (FMCG) companies to deliver everyday low pricing (EDLP) because of higher input costs. FMCG brands must look at opportunities to make their products more relevant, driven by new shopper behaviours and occasions.

Takeaways