During the COVID-19 pandemic, the FMCG sector has had to cope with fluctuating supply and demand, new shopper behaviours, and a constantly shifting legislative landscape. These pressures have affected categories and suppliers differently, with some better positioned to weather the changes than others. For retailers, there have been winners and losers too.
Kantar global revenue growth management survey and outcomes
To better understand what manufacturers have experienced in the wake of the global pandemic, we recently surveyed leading FMCG companies. The questions covered topics in Revenue Growth Management (RGM) and what changes they expect in the future.
While it is still too early to state which changes will be long-lasting for consumers, shoppers, and retailers, the participants of this survey agreed that maintaining and repeating “traditional” commercial practices is likely to prove inefficient and detrimental to brand, category, and value growth.
Manufacturers also agree that a greater focus on RGM capabilities will be a key element in reassessing and adapting commercial growth practices. RGM will help drive the right combination of assortment, pricing, promotions and trade terms to deliver future growth.
Download the key research outcomes
We invite you to read the key outcomes of our research about revenue growth management pre- and post-pandemic by filling out the form below.
The findings and recommendations will inspire you to consider your own situation and how you may be able to improve based on the experiences of these industry leaders.
Contact us if you wish to further discuss this study’s findings, revenue growth management related topics, or learn how Kantar can provide AI-powered technologies and best-practices to enable insights-to-action revenue management in your organisation.