Trends That Will Shape the Consumer Goods Industry

1604 Words7 Pages
Consumer Packaged Goods Practice The decade ahead: Trends that will shape the consumer goods industry Consumer Packaged Goods practice The decade ahead: Trends that will shape the consumer goods industry Ishan Chatterjee Jörn Küpper Christian Mariager Patrick Moore Steve Reis The decade ahead: Trends that will shape the consumer goods industry 1 The consumer-packaged-goods (CPG) industry’s growth over the past quarter century has been nothing short of exhilarating. CPG companies have launched innovative products to meet an ever-growing array of human needs and desires. They have expanded rapidly into the burgeoning consumer markets of the developing world. And to make this breakneck growth possible and profitable, they have aggressively built global scale along every part of the value chain. These strategies, along with increased margins and weighting of portfolios toward fast-growing categories, have delivered stellar shareholder returns. But the past is no guide to the future. Over the coming decade, upheavals in global consumer and supply markets are likely to produce as many losers as winners among CPG companies. For example, Asia will overtake the West as the main consumer market, and it will demand new levels of value and innovation from CPG players. Rising Internet penetration could upend traditional sales models. Globalized trading and natural-resource shortages could combine to usher in a new age of supply chain volatility. In this article, we profile an analytical approach, developed by McKinsey’s CPG practice, that allows executives to filter the myriad potential future trends to anticipate the few that could truly affect their company’s competitive advantage. We then apply the approach to the CPG industry in aggregate, underlining the forces most likely to move the needle on value
Open Document