Maren Lahm

This is an insightful roadmap on how to grow #CPG #FMCG today. By prioritizing Portfolio Shaping & Commercial Excellence with clear benchmarks and bolder actions, companies can achieve significant growth. The question remains: Who is truly embracing transformation rather than short-term cost-cutting strategies?

13

1 Kommentar

By boosting good health or reducing negative health impact, the better for you snacks options have really caught on - the market value is set to reach USD 53 bn by 2033! Read here about the evolving trends in this segment and how major brands like Mars, Nestlé, Mondelez, and Ferrero are adapting to meet consumer demand for healthier options. #SnackSmart #HealthyChoices

7

1 Kommentar

Does you business struggle when dealing with Amazon? Is your business facing the challenges of Chargebacks? 3P sellers? Vendor Negotiations? Demand Planning? Profitability? Do you want to make more of Prime Day? Joint Business Planning? Amazon Media opportunities? A/B Testing? Are you working with partners that help you unlock growth? Build competitive advantage? Resolve issues? Optimise content? Wouldn’t you like to know how your peers and competitors are tacking the same challenges you are facing? Wouldn’t you like to know the strategies and tactics that the industry is utilising to maximise the Amazon opportunities and resolve the common issues? If you do then I suggest participating in Digital Commerce Global’s 2024 Amazon benchmark. It is FREE to participate. EVERYONE that does will receive a copy of the Insight report that will show how the industry is approaching Amazon, setting strategy, resolving issues and building partnerships that create growth. The link to participate is in Declan Kearney post below. #digitalcommerce #ecommerce #amazon #benchmarking #cpg #cpgindustry #fmcg #fmcgindustry #strategy #insights #opportunity

2

When you miss the opportunity to have fun with your brand! BIRKENSTOCK recently launched a range of foot care essentials that soothes, hydrates, and rejuvenates your feet, making those iconic sandals a little easier to handle before and after The social campaign has a very gentle, soothing, and carefree style which is probably a safe way to go about it. Just beautiful feet walking across different terrains. Good use of neutral colors, sandy beaches and soft silhouettes. They've even gone ahead and used the cork in their footbeds as an ingredient in the eco-friendly vegan skincare line. BUT ! What a missed opportunity to play and have fun with the brand! There was so much potential to create UGC from this extension and let audiences have fun with it. I imagine it would have really resonated since a common first time experience of wearing their shoes is .....discomfort 😬 Instead, it is now similar to a sea of skincare campaigns with a blink and miss it approach. I guess the brand wanted to keep this extension within the brand's refined tonality. But just sometimes, it's good to take a little risk and know when to have a little less fun. #marketing #newlaunch #brandbuilding #ads

1

I have been thinking about the paradox of loyalty. Challenging traditional notions of brand loyalty, the Ehrenberg-Bass Buyer Moderation Model offers a fresh perspective on consumer behavior. This influential framework suggests that most customers exhibit a stable level of brand loyalty while remaining open to switching. It introduces critical principles, such as the Double Jeopardy Law and the Duplication of Purchase Law, which have profound implications for marketing strategies. The model questions the effectiveness of highly segmented, niche marketing approaches, instead advocating for broad appeal and continuous efforts to attract new customers. It also provides insights into the relationship between market share, customer base, and acquisition costs. Whether to focus on heavy users or infrequent buyers depends on various factors, including market conditions and brand goals. Today's post at The Marketing Sage explores how the Ehrenberg-Bass Model can reshape your customer acquisition and retention approach. Do you need help with issues around customer loyalty and who to target? My observations. https://lnkd.in/eDXWQGYJ #customeracquisition #loyalty #ehrenbergbass #doublejeopardy #brandloyalty #marketing Phillip Oakley Lisa Ehrlich Dana Campagna Lanham, MBA Brandon Ward Kepler Knott Vadym Ostrovskyy Andrew Sanefski, PCQI Julie Bryce Mary O'Neill Seth Kaufman Gavin Jocius Ben McKean Allison ("Ali") M. Wing Roxana Saidi Melissa Pashko Leslie Zinn Steve Engel Jill Frechtman BJ Bueno Benjamin Hordell 💥 Jordan Buckner Natasha Vandenhurk Gary Plassmeyer Finola Howard

10

5 Kommentare

🍫 Everybody likes chocolate... 🍫 Well, at least 95% of the respondents in our latest Im Fokus survey! Milk chocolate is the favorite in Austria, followed by dark chocolate, while white chocolate is less popular. Swiss and Austrian chocolates are especially popular, with Milka and Lindt & Sprüngli emerging as the top brands among our respondents. 🏆 ______________ 💡 In our monthly research series, Im Fokus, we explore current questions from research and practice. This survey is conducted in collaboration with our partner, Talk Online Panel.

14

Sugar and calorie reduction in the refreshing beverages market continues to be a leading criteria of choice for consumers and a major focus in product development and innovation 💡. In recent consumer analysis of sugar reduction and shopper behavior by Kerry found that long-term health and taste are deemed as crucial factors when looking at reduced sugar alternatives and consumers are not necessarily triggered to reduce sugar for weight loss alone, overall physical and mental health are critical considerations. Meanwhile, emotional states and eating occasions throughout the day are also intrinsically linked to sugar reduction and indulgent moments that consumers crave. Consumers today are open to sugar-reduced products, but want more options that offer the same taste and flavor experience 😋 as full sugar beverages.With so many priorities, consumers are hard pressed for time, so having a wide range of sugar-reduced products that help them meet their goals and offer the same taste experiences is important to them. Currently, taste is a barrier for consumers choice in reduced and zero sugar beverages, but it also creates an opportunity for taste led product innovation 💡 Kerry found that, generally, consumers are open to sugar reduction and zero sugar as long as there is a great flavor profile 😋 It is a very conscious market right now, and brand loyalty is also a loose concept, especially among younger consumers who are more adventurous and willing to try new things, that need their needs for taste and nutrition. For any beverages brand owner or manufacturer looking to create the next great tasting reduced or zero sugar innovation 💡 with great sweetness optimisation, please do get in touch, the beverages team at Kerry is here to help. #sugar #zerosugar #sweetness #taste #beverages #softdrinks #refreshingbeverages #zerocalories #tastesense Erlon Pereira Farrah Gilsenan Marc LEJEUNE Breda Kelly Tiphaine BEAU Carol Dunne Gwyneth Kelly Michelle Osagie Mark Allen Erika Minaguchi Magdalena Edyta Przewoźnik Barbara Lezzer Aoife Mc Donald Elaine Druhan

13

Gut health and sports. The gut-muscle-axis, and the role of microbiome in. Body composition and so many other things goodies present on this beautiful article in Nutrition Insight. Thankful for being featured.

11

Building strong partnerships is key at The Muff Liquor Company.

24

How Authenticity and Innovation Drive Brand Premiumization: Lessons from Nemiroff DeLuxe Reserve In the ever-evolving landscape of brand marketing, authenticity and innovation are the cornerstones of long-term success. Consumers today demand more than just products — they seek unique experiences, especially in FMCG category. According to Harvard Business Review, 64% of consumers build relationships with brands based on shared values, making authenticity a key competitive advantage for companies in 2024 and beyond. Nemiroff’s launch of De Luxe Reserve is a masterclass in how authenticity and innovation can combine to elevate a brand. This premium vodka, crafted through an innovative oak barrel maceration process and 11 stages of filtration, delivers an unparalleled smoothness and flavor that is as much about the experience as it is about the taste. With subtle notes of walnut, dark berries, and elderberry, it captures the essence of luxury and craftsmanship, appealing directly to today’s discerning consumers. For CMOs and CEOs, here’s how to apply these principles: 1️⃣ Highlight Craftsmanship in Every Detail Authenticity is not just about telling your brand’s story — it’s about showing the craftsmanship behind it. Nemiroff Reserve’s use of Hennessy oak barrels and precise distillation in alembics sets a new standard for transparency in production. Brands that showcase their commitment to quality gain consumer trust. 2️⃣ Leverage the Power of Premiumization The premium spirits market is set to grow 9.8% annually, as consumers seek high-end products that offer both exclusivity and quality. Brands that invest in premium product lines, as Nemiroff has done, will stand out in an increasingly crowded marketplace. Emphasize this focus in your marketing efforts, from packaging to storytelling. 3️⃣ Create Shareable Experiences More than ever, consumers value experiences over simple transactions. De Luxe Reserve is designed to be enjoyed across various settings — neat, on the rocks, or in a signature cocktail. Brands should think beyond the product itself and offer immersive experiences that create lasting impressions, particularly through platforms and experiential marketing. In a market where 67% of consumers expect brands to have a point of view on social and cultural issues (Edelman Trust Barometer), combining authenticity with innovation is crucial. Nemiroff’s De Luxe Reserve is an exemplary case of how brands can not only meet these expectations but surpass them by offering truly exceptional products that tell a story of quality, craftsmanship, and luxury. And BTW, you can meet us at TFWA in Cannes this week. #nemiroff #marketing #changemanagement #innovation #brandbuilding

73

2 Kommentare

𝗧𝗵𝗲 𝗽𝗿𝗶𝗰𝗶𝗻𝗴 𝗴𝗮𝗶𝗻𝘀 𝗵𝗮𝘃𝗲 𝗵𝗮𝗹𝘃𝗲𝗱 𝗰𝗼𝗺𝗽𝗮𝗿𝗲𝗱 𝘁𝗼 𝗹𝗮𝘀𝘁 𝘆𝗲𝗮𝗿 𝗯𝘂𝘁 𝘀𝘁𝗶𝗹𝗹 𝗿𝗲𝗺𝗮𝗶𝗻𝘀 𝗮𝘁 +𝟰.𝟱% 𝗶𝗻 𝗤𝟭 𝟮𝟬𝟮𝟰 𝘄𝗶𝘁𝗵 𝗱𝗶𝘃𝗲𝗿𝗴𝗶𝗻𝗴 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗮𝗰𝗿𝗼𝘀𝘀 𝗙𝗠𝗖𝗚 𝘃𝗲𝗿𝘁𝗶𝗰𝗮𝗹𝘀 - Food & Beverage continues to struggle (cf. volume developments at Nestlé, Kraft Heinz, General Mills, Campbell's...) - Alcoholic Drinks is bouncing back driven by Beer while all Spirits companies digest now their last 3 years historic growth - Beauty Personal Care continues to benefit fully from the famous 'lipstick effect' & the dynamic fragances category although not all benefit (cf. Shiseido) - Household proves its resilience although some underperform significantly (The Clorox Company, Procter & Gamble baby...) - All Consumer Health Care players remain penalized by the weak cold & flu seasons & US retailers destocking 𝗧𝗶𝗺𝗲 𝘁𝗼 𝗿𝗲𝗳𝗼𝗰𝘂𝘀 𝗳𝗼𝗿 𝗮𝗹𝗹 𝗼𝗻 𝗼𝗿𝗴𝗮𝗻𝗶𝗰 (𝘃𝗼𝗹𝘂𝗺𝗲) 𝗴𝗿𝗼𝘄𝘁𝗵 Exciting times To read our last publication on how to accelerate organic (volume) growth: 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢𝘀: 𝗠𝗮𝗻𝗮𝗴𝗶𝗻𝗴 𝗙𝗶𝗻𝗮𝗹𝗹𝘆 𝗙𝗼𝗿 𝗦𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗹𝗲 (𝗩𝗼𝗹𝘂𝗺𝗲) 𝗚𝗿𝗼𝘄𝘁𝗵 𝗢𝗿 𝗛𝗼𝘄 𝗧𝗼 𝗦𝘁𝗼𝗽 𝗦𝗵𝗿𝗶𝗻𝗸𝗶𝗻𝗴 𝗧𝗼 𝗚𝗹𝗼𝗿𝘆 - 𝗙𝗿𝗼𝗺 𝗭𝗕𝗕 𝘁𝗼 𝗭𝗕𝗚® (𝗭𝗲𝗿𝗼-𝗕𝗮𝘀𝗲𝗱-𝗚𝗿𝗼𝘄𝘁𝗵) https://lnkd.in/eV5d39VE 𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀 & 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿: https://lnkd.in/ea4gy65y #fmcg #cpg Nestlé The Coca-Cola Company PepsiCo AB InBev Unilever Procter & Gamble Mondelēz International Kraft Heinz L'Oréal Danone The HEINEKEN Company Bel Reckitt Kenvue Sanofi Haleon Pernod Ricard Diageo General Mills Campbell's JDE Peet's Carlsberg Group Ferrero Henkel Mars Lindt & Sprüngli Kellanova Shiseido Bayer | Consumer Health

40

2 Kommentare

Pernod Ricard: another top-line miss with highly contrasted results across its key regions Details below: Pernod Ricard Q1 FY24 results summary: • NR: €2,347m • OSG: 0%; Volume: +1%; Price/ mix: -1% Results by Regions: • Americas: € 714m net sales; OSG -7%  USA: -11% OSG • Europe: € 617m net sales; OSG -6% • Asia-RoW: € 1016m net sales; OSG 8%  India: +8% OSG  China: -12% OSG By Brands:  Strategic International Brands: +1% OSG  Strategic Local Brands: +5% OSG  Specialty Brands: -7% OSG  Strategic Wines: -9% OSG, mainly driven by declines in USA and UK Analyst Consensus: Missed revenue consensus FY24 guidance: Reaffirms • Top-line growth of +4% to +7% and Organic Operating Leverage of +50/+60 bps Interesting quarters ahead for PR 𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀/ 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢𝘀 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿: https://lnkd.in/ea4gy65y #cpg #fmcg Diageo The Coca-Cola Company Campari Group The HEINEKEN Company AB InBev Molson Coors Beverage Company Nestlé Procter & Gamble https://lnkd.in/erGgByVT https://lnkd.in/e_FeBNSm

25

Less than 1 in 10 pints of beer sold in GB are stout, yet despite this, Guinness 0.0 has become the nation's best-selling non-alcoholic beer according to NielsenIQ.  So how has this brand managed to transcend categories? In The Grocer, Diageo GB Managing Director Nuno Teles says the success is due to “the combination of a beautiful liquid, beautifully served in a nice branded glass around the sports viewing occasion.” Beautifully simple! But of course, there is much more to it than that. Having proudly worked for a competitor of Diageo for many years, I appreciate the hard graft and huge investment required to achieve what Guinness has achieved. For as long as I can remember, Guinness has conveyed in their advertising how the beer should be served, whilst simultaneously investing £m's to ensure EVERY pub and bar had the knowledge and equipment needed to deliver the promised product experience. Not only has this strategy paid dividends for Guinness, (now the number one beer in GB On-Premise), but it has created a positive halo for their 0.0 innovation. If there was ever a case study supporting the ‘importance of product’ in the marketing mix, this is it! More on this topic from Mark Ritson in his MarketingWeek column... https://lnkd.in/e77an9QE #brandstrategy Image credit: VanderWolf-Images

120

8 Kommentare

Why do people buy the products they do? For consumers in France and the UK, affordability is the main driver behind purchasing decisions. However, consumers aren't a monolith. Different people are going to prioritize different things. Discover who values what in our bespoke beverage research. #ConsumerResearch #BeverageTrends #WeArePrinova #PrinovaGlobal

6

There has been a significant surge in the demand for functional beverages, with impressive growth figures reported in recent years. According to NielsenIQ, the functional beverages sector witnessed a remarkable 54% increase to $9.2 billion from March 2020 to March 2024, surpassing the overall non-alcoholic category growth of 43%. It's worth noting that all these functional brands are also categorized in the non-alcoholic sector. The emphasis here is that functionality is not merely an attribute, especially when the structure function crushes any "snake oil" pitch. Apologies, but there is a limited number of consumers actively seeking functionality when browsing the beverage cooler. People are primarily thirsty, not necessarily looking to "dream" or get "beautiful" through their beverages.

2

Yesterday was an important day. At Cannes Lions , the Unstereotype Alliance, part of UN Women, launched the findings of research with Saïd Business School, University of Oxford using sales data from our global billion dollar brands, as well as from some of the other largest advertisers in the world. It objectively proves that progressive advertising sells more. Full stop. 58 countries. 392 brands. 4 years of data. 3.5% uplift in immediate sales 16% in long term sales Irrefutable evidence that doing the right thing and growth can, do and should go hand in hand. Whilst some parts of the business world are wobbling on the path to creating a more inclusive society - as Vice Chairs of the Alliance, at Mars we hope this data will help support the case to stay on the path. Be consistent. Be persistent. Be brave. We can make a difference together. Where good business means a better world. #mars #proudlymars #canneslions #inclusivity #genderequity#unstereotype #unwomen # tomorrowstartstoday UN Women UK

318

31 Kommentare

We often hear the phrase, “less is more,” however I find our actions often tend to follow the mantra, “more is more.” This is true in our personal lives and in our professional lives. Why is that the case? The latest Hidden Brain podcast, “Innovation 2.0: Do Less” explores this idea and it really resonated with me. Leidy Klotz, University of Virginia professor and author of “Subract – the Untapped Power of Less” shares examples in industry and society where doing less unlocked value and innovation. I love the idea of creating value through subtraction. It’s a very simple and powerful philosophy, but not so easy in practice. As a leader, I think it is so important to define clear, simple and consistent priorities for my team and in my personal life. The difficulty comes in staying the course with these priorities when other opportunities (or distractions) arise, especially in large, matrixed organizations. It takes discipline to allocate the appropriate time, focus and resources towards these priorities. It’s critical to consistently communicate and model the behavior. Most importantly, being deliberate about what we will NOT do as a result of these priorities. A good reminder to our PBNA team and to all leaders about the transformative potential of doing less.

153

4 Kommentare

Campari Group Q1 2024 results: when steady is good On tough comps (Q1 2023 was +20%), Campari manages to stabilize sales. What many have struggled to achieve on the liquor category For perspective, Campari continues to belong to the top 5% outperformers in the FMCG industry, with a stock price that multiplied by >3 over the last 10 years, which put it in the same league as the L'Oréal, Lindt & Sprüngli & Church & Dwight Co., Inc.... Impressive All eyes are now turned on the Courvoisier integration & the global Cognac market development Exciting year ahead for Campari Group In the details: Campari Group Q1 FY24 summary: • NR: €664m • OSG: 0.2%; Vol.: 0.6% and Price/ Fx: -1.6% • GM%: 57.5%; -90 bps vs Q1 FY23 • Adj. EBIT%: 22.8%; -100 bps vs Q1 FY23 • A&P: 12.9%; -60 bps vs Q1 FY23 𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀/ 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢𝘀 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿: https://lnkd.in/ea4gy65y #cpg #fmcg Matteo Fantacchiotti Diageo Pernod Ricard LVMH The HEINEKEN Company AB InBev Molson Coors Beverage Company William Grant & Sons https://lnkd.in/eCvN_2VA

96

3 Kommentare