What’s working in FMCG

Global strategies, campaign updates and trends in the FMCG category.
  • Larger FMCG brands saw penetration grow by an average 2.6pp in 2020, whereas smaller brands grew by 0.6pp, according to WARC Data.
  • Consumer FMCG spend is higher online than offline across all six regions measured, with North America seeing the highest difference.
  • E-commerce has let FMCG brands increase penetration, but retention is also necessary; social media and entertainment can be used to connect.
  • FMCG brands should consider the ‘availability’ trio, and focus on ensuring physical availability, mental availability and digital availability to capitalise on new consumer behaviours.
  • In a recession, FMCG brands are better served by building perceptions of value...

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