After years of double-digit growth, FMCG sales growth in APAC slowed to 6.7% in 2013 and 4.1% in 2014.
Growth is still growth, some argue that consumption growth is adjusting to a more stable level. FMCG leaders who have talked to us point to increasing competition from multinational and local players, competition for shelf space and customer attention, and loss of novelty of types of impulse product.
This slowing of demand mirrors other segments and industries, and means that the maintenance of margin and volume now depends more on differentiated brand, marketing and sales capabilities than on "pull".
ACG has identified 4 key key waysfor FMCG companies to increase growth and share, based on recent work in China and SEA. Click image below to read more.