The sustained slowdown being experienced by the Global 50 FMCG giants is partly a reflection of cyclical exchange rate and commodity effects but also more concerning structural growth challenges as some of the old scale advantages erode and smaller nimbler competitors are better able to target specific consumer segments, aided by digital technologies.
This challenge poses a number of questions for the giants:
Where is scale really driving advantage in my business and how does this differ across geographies and categories?
As well as for the insurgents:
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