FMCG
DefinitionBrand Strategy
FMCG
Fast-moving consumer goods: low-price, high-frequency packaged products - food, drink, household, personal care - sold mainly through retail. The category where modern brand science was written: huge buyer bases, light buyers, and physical availability battles fought shelf by shelf. Called CPG in the US.
Evidence from the library
USD 377.2bnNatural-claim FMCG is a USD 377 billion marketStatA famous brand grows at the fringes - new entrants, lapsed users, light buyersPrincipleCategories most vulnerable to agentic disruption are those heavily mediated by information, such as travel, beauty, electronics, and review-driven CPG.PrincipleFinancial services needs the strongest tilt toward brand of any sector, yet is cutting brand budget the fastest of any sector.WarningHarvest the 5-15% in market today and create future demand among the other 85-95%Principle
Source
Marketing Definitions
standard industry terminology
More from this source
DefinitionMarket penetrationDefinitionMental availabilityDefinitionPhysical availabilityDefinitionBrand salienceDefinitionCategory entry points (CEPs)DefinitionDistinctive brand assetsDefinitionBrand equityDefinitionBrand positioningDefinitionBrand architectureDefinitionBrand awarenessDefinitionMarket shareDefinitionFuture demand