FMCG is changing. 
What worked ten years ago no longer applies today. 
Categories are fragmented, growth is unevenly distributed and 
the cost of making the wrong decisions has increased. 
Many companies respond with more activity — 
more SKUs, more launches, more presence. 
But more does not automatically mean better.

Why are there such demand shifts now?

Consumer demand is under pressure. 
In developed markets, volumes are declining. 
Consumers are buying less and paying more attention to prices. 
At the same time, demands on companies are increasing while budgets are shrinking.

Growing Strong vs. Growing Fat

Growth through size alone has become strategically fragile. 
Successful companies today do not grow broader, but stronger: 
with clear positioning, pricing power, and a focus on high-margin segments.

Shrink for Growth

Many companies have to shrink deliberately in order to grow again. 
This means selling or closing non-strategic business areas, 
to regain focus and efficiency.

Decomplexity & Portfolio Simplification

Portfolio cleanup reduces complexity and 
focuses investments on high-performing products. 
Fewer SKUs often lead to higher growth and better profitability.

Right to Win

Companies must ask themselves where they can actually win. 
What matters is not presence, but a differentiated position, 
pricing power and operational excellence.

No Waste Marketing

Marketing must deliver a measurable contribution to revenue. 
The focus is on effectiveness, incremental growth, and actionable insights.

Conclusion

The future of FMCG growth lies largely in focus, discipline, and clear strategic prioritization – not in further expansion or increased complexity.