New Issues Faced by Fast-Moving Consumer Goods: 5 Strategies for FMCG Companies

Fast-moving consumer goods (FMCG) are essential products that experience rapid turnover, including items such as food, beverages, toiletries, and household products. The sector is dynamic, constantly adapting to new challenges and consumer demands. In recent years, FMCG companies have faced unprecedented issues that require innovative strategies to overcome. This article explores these new challenges and the solutions implemented to address them.

1. Evolving Consumer Preferences

Consumer preferences have shifted dramatically, particularly due to the COVID-19 pandemic. There has been a significant rise in demand for health and wellness products. FMCG companies have to reformulate products and introduce new offerings to meet these expectations.


For example, Nestlé expanded its portfolio with products like the Sensational Burger and plant-based dairy alternatives. The company leveraged its R&D capabilities to innovate rapidly and meet the growing demand for healthier, sustainable options. Strategic partnerships and acquisitions also enhanced their capabilities in the plant-based sector.

Similarly, PepsiCo expanded its product portfolio to include more health-focused items, such as Bubly, a calorie-free sparkling water, and reformulated existing products to reduce sugar content. PepsiCo also acquired healthier snack brands and invested in innovation to develop new health-oriented products, aligning its offerings with consumer preferences for wellness.

2. Digital Transformation and E-commerce Adaptation

Image source: Garden Gourmet

The COVID-19 pandemic accelerated the shift to e-commerce, significantly altering consumer purchasing behaviours. FMCG companies, traditionally reliant on physical retail, had to quickly adapt to digital platforms.


Unilever saw a significant surge in online shopping during the pandemic. The company invested heavily in its digital capabilities, enhancing its direct-to-consumer platforms and leveraging data analytics to better understand consumer preferences. Unilever also developed robust e-commerce strategies, partnering with major online retailers and creating its own direct-to-consumer channels. By utilising data analytics, Unilever personalised marketing efforts and optimised supply chain logistics to efficiently meet the increased online demand.

Image source: PepsiCo, Inc., Adobe Stock

Traditionally a B2B business, PepsiCo launched direct-to-consumer websites, and, to capitalise on the surge in online shopping. By investing in digital infrastructure and enhancing their digital marketing strategies, PepsiCo was able to offer personalised shopping experiences and respond to consumer behaviours in real-time.

3. Supply Chain Resilience

Global supply chain disruptions caused by the pandemic, geopolitical tensions, and natural disasters have highlighted vulnerabilities in the FMCG supply chain. These issues led to delays, shortages, and increased costs for companies and consumers. FMCG companies had to find ways to make their supply chains more resilient.


P&G faced significant supply chain disruptions, affecting the availability of products like diapers and household cleaners. To overcome these challenges, P&G diversified its supplier base, increased inventory levels for critical components, and invested in advanced supply chain technologies to improve visibility and efficiency. The company also explored local sourcing to reduce dependency on global supply chains. With a more agile and resilient supply chain strategy, they are now better prepared to predict and respond to future disruptions.

4. Sustainability and Environmental Impact

Increasing consumer demand for sustainable products has pressured FMCG companies to adopt environmentally friendly practices and reduce their carbon footprint. Regulatory pressures in many countries have also intensified the focus on corporate responsibility and environmental conservation.


Previously criticised for its use of plastic packaging and the environmental impact of its supply chain, Nestlé committed to making 100% of its packaging recyclable or reusable by 2025 and achieving net-zero greenhouse gas emissions by 2050. To achieve these goals, the company invested in sustainable packaging innovations, such as biodegradable and compostable materials. Nestlé also enhanced its sustainability efforts by improving water usage, reducing greenhouse gas emissions, and supporting sustainable farming practices through initiatives like the Nestlé Cocoa Plan.

In an industry driven by innovation and consumer trust, brand protection is crucial for success. It’s a proactive business strategy that directly contributes to increased sales. By safeguarding intellectual property and prioritising consumer trust, cosmetics companies can elevate their brand image and drive sales growth. As competition intensifies, investing in robust brand protection services becomes essential for sustainable growth and profitability in the dynamic world of beauty. Nabcore specialises in providing brand protection solutions to protect brands from counterfeiting and infringement, making them invaluable partners for cosmetics companies looking to safeguard their brand integrity and drive sales.

Image source: Unilever

Similarly, Unilever aims to achieve net-zero emissions across its value chain by 2039. The company introduced initiatives like “Clean Future,” aiming to eliminate fossil fuels from its cleaning products by 2030. By investing in new technologies and partnerships to develop sustainable product formulations and packaging, Unilever integrated sustainability into its core business strategy, setting clear, measurable goals.

5. Consumer Trust and Transparency

Consumers are increasingly demanding transparency about product ingredients, sourcing, and manufacturing processes. Building and maintaining consumer trust has become crucial for FMCG companies.


Danone faced challenges in ensuring transparency in its supply chain and product labelling. To address these issues, Danone implemented blockchain technology to provide traceability from farm to table. Using blockchain, the company ensured that consumers could access detailed information about the origin and journey of their products. Danone also enhanced its labelling practices to provide clearer, more comprehensive ingredient information and sourcing details.

Image source: NPR

Johnson & Johnson faced legal challenges over allegations that its talc-based baby powder contained asbestos. In response, the company stopped selling these products globally and took steps to improve transparency and rebuild consumer trust. They adapted by reformulating products and shifting towards cornstarch-based alternatives. They also enhanced their testing and quality control processes with third-party verification to assure consumers of the safety and quality of their products.

6. Addressing Economic Instability

Economic fluctuations and inflationary pressures have impacted consumer purchasing power, making price sensitivity a critical issue for FMCG companies. To tackle the issue of rising raw material costs that threatened profit margins, FMCG companies such as Kraft Heinz had to reinvent themselves.


Kraft Heinz implemented cost-saving initiatives, optimised its supply chain, and focused on product innovation to offer value-added products. They also employed strategic pricing adjustments to balance affordability with profitability, ensuring that their products remained accessible to cost-conscious consumers.

Embracing Brand Protection and the Future of Fast-moving Consumer Goods

The FMCG industry is constantly evolving, with companies facing new challenges that require innovative and adaptive strategies. From supply chain disruptions to shifts in consumer behaviour and environmental pressures, FMCG companies must navigate a complex landscape to succeed. By investing in innovation, sustainability, digital infrastructure, and supply chain agility, companies can overcome these recent challenges and position themselves for future success.


Incorporating Smart Brand Protection Solutions for the FMCG Market in Asia

Nabcore helped a prominent FMCG company combat revenue loss due to counterfeit products and regain market share by implementing advanced brand protection solutions. This FMCG brand, known for offering quality, good value products in the lifestyle sector, faced significant challenges with counterfeiting across Southeast Asia. Consumers struggled to distinguish genuine products from fakes, undermining brand trust and revenue.


Nabcore specialises in providing comprehensive brand protection solutions that help companies providing fast-moving consumer goods safeguard their products, maintain consumer trust, and ensure market integrity. By partnering with Nabcore, FMCG companies can navigate these challenges more effectively and secure a brighter future in an ever-changing market.

Nabcore BD Team

Our team are committed to working with partners and clients to protect their brands. Contact us on insights and solutions on how brand protection application can drive business growth uniquely.

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