Transforming consumers, channels and competitors: A note on turning agile and winning in the next decade for CPG companies

Think Tank: McKinsey & Company – Report summarized by : Bummary

Introduction

CPG companies in the US are recording a declining growth trend since 2011. Executives in the space who’ve historically relied on rising consumer demand for growth are no longer able to generate the same level of incremental performances in the business as they did a few decades ago. The big reason for this change is a transformation in consumer’s tastes, channels of communication and the onslaught of smaller brands who’ve taken the world of digital by storm and found innovative new ways to attract consumers.

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