The Top 8 FMCG Trends Your Brand Must Know.

With the Fast Moving Consumer Goods (FMCG) industry rapidly evolving, FMCG companies must stay on top of the latest consumer trends to meet the ever-changing demands of their customers.

Keeping up with the latest market trends helps companies keep an eye on changes in the marketplace and when to shift their strategy to maintain their competitive edge. It also helps them identify new opportunities to capture market share in emerging FMCG categories, channels, or demographics.

Now, let’s explore the top 8 FMCG trends for 2023, providing insights and predictions that FMCG companies can use to prepare for the future and capitalize on emerging opportunities. 

Technological Advancements

Technological advancements have significantly impacted the FMCG industry. These technological changes have entirely changed how FMCG brands communicate with customers and perform business operations. One of the most common examples is integrated commerce. 

Since consumers are rapidly turning to online shopping, the ecommerce “purchasing” trend will continue. A recent Nielsen report states that 400 billion dollars of FMCG occur through ecommerce.

FMCG brands have quickly capitalized on this trend by establishing a uniquely positioned online presence. Nowadays, companies must have individual and user-friendly FMCG ecommerce websites, partner with ecommerce channels, and be certain retailers to place them on their click-and-collect stores. 

Besides ecommerce, social platforms such as Facebook, Instagram, and TikTok have become the main channels for marketing in the FMCG industry. But that’s for now, as undoubtedly new platforms will emerge, and FMCG brands must be ready to adapt.

The main advantage of social platforms is that companies can directly engage with their customers. Furthermore, digital marketing has become increasingly sophisticated, with brands leveraging data and analytics to create targeted marketing campaigns. 

Another significant technological advancement for consumer goods companies is connected packaging. Connected packaging involves embedding technology into product packaging. It enables real-time tracking, automation, and monitoring of the products. 

This technology can help improve FMCG supply chain management, reducing waste and enhancing the customer experience. For example, some FMCG brands use connected packaging to inform customers about the product’s origin, ingredients, and sustainability credentials.

Another use for connected packaging is to expand the consumer experience of the package and into their smartphones letting brands further explain product features or dive into their brand story.

Artificial intelligence and machine learning have completely changed marketing tactics. FMCG brands can access omnichannel reporting that combines every aspect of their sales and marketing campaign for collective insights. 

Brand Experience

One of the most critical aspects of the FMCG industry is the brand experience. It directly impacts consumer attitudes and their overall customer experience. 

FMCG companies can use brand experience to develop a strong emotional connection with their customers, leading to high engagement, loyalty, and sales.

When creating a good brand experience, the product’s packaging design plays a vital role. It not only helps to protect the product but also serves as a tangible representation of the company. 

For example, Coca-Cola’s iconic red and white packaging has become synonymous with the brand, evoking feelings of happiness, refreshment, and nostalgia for consumers worldwide.

FMCG Advertising and marketing campaigns are crucial in creating a solid brand experience for FMCG products. Successful campaigns are those that not only promote the product but also evoke emotions and create a memorable experience for the consumer. 

Brands must consider every consumer touch point and ask, “Is this positively adding to the brand experience?”

The Need For Omnichannel

Omnichannel describes the integrated approach to FMCG retail that provides consumers with a seamless, consistent shopping experience across all channels and touchpoints. 

Omnichannel is highly important in the FMCG industry because FMCG products are purchased frequently and often at the last minute. Consumers should be able to buy them without any issue, whether online or in-store. FMCG branding and marketing should speak the same message in any purchasing environment.

There are similar challenges and opportunities when implementing an FMCG omnichannel strategy. One of the main challenges is ensuring consistency across all channels. 

Brand consistency includes product information, pricing, promotions, packaging, and marketing. However, an effective omnichannel strategy can also increase customer loyalty, engagement, and sales.

One example of a successful omnichannel strategy in the FMCG industry is Walmart’s “Pickup Today” program. This program allows customers to shop online and purchase in-store the same day. 

This approach combines the convenience of online shopping with the immediacy of in-store pickup, providing customers with a seamless, convenient shopping experience. FMCG brands need specific strategies for each internal Walmart channel. 

Sustainability

Sustainability has become another essential consideration for both FMCG companies and consumers. As more people become aware of the environmental impact of their products, there is an increased demand for sustainable and eco-friendly products.

For instance, companies are now focusing on using biodegradable packaging material to deliver consumer packaged goods. 

In addition to sustainable packaging, ethical sourcing practices are becoming more critical in the FMCG sector. It involves sourcing ingredients and materials in a socially responsible and environmentally sustainable way. 

For example, many FMCG companies are working towards using only sustainably sourced palm oil to combat deforestation and protect animal habitats.

As sustainability continues to be a trend in the FMCG sector, it is becoming increasingly important for companies to offer new products that meet consumer demand for sustainability. 

By incorporating sustainable practices into their operations and product offerings, FMCG companies can stay ahead of the curve and meet their customers’ changing preferences.

Health and Wellness

While the consumer’s definitions of health and wellness have changed, the trend continues to gain momentum in the personal care industry as consumers are becoming increasingly conscious of the impact of their personal care choices on their health and wellness. 

As a result, the personal care industry is shifting towards healthier options and organic and natural products. Consumers are demanding personal care products that offer long-term benefits. 

In response to this demand, personal care companies increasingly offer products free from harmful chemicals and toxins made from natural and organic ingredients. It includes natural skincare and haircare products and organic and natural makeup products.

Clean labeling and transparency is also an important trend in the personal care industry. Consumers want to know what is in their personal care products and seek products with clear and transparent labeling. 

It includes information about the product’s ingredients and how it was made and sourced.

Private Label Brands

Another trend in the FMCG industry is an increase in private label brands. 

One of the reasons behind the growth in popularity of private label brands is that retailers are investing more in FMCG market research to create high-quality products that meet consumer needs.

Retailers use advanced means such as machine learning and artificial intelligence to study consumer insights and understand what drives purchase decisions and consumer behavior. 

Retailers are developing private-label assets that meet market needs, which are a real threat to FMCG brand names. 

As retailers continue investing in private label products, they increasingly compete with FMCG manufacturers for market share. Brands need to take every measure possible to ensure they strengthen their position in the market.

Private-label brands are also impacting the relationship between retailers and FMCG manufacturers. As retailers invest more in private-label products, they may be less willing to stock branded products, giving them weaker shelf space and negotiating lower prices with manufacturers. 

It’s a challenge for FMCG brands, who must find ways to compete with private-label products while maintaining relationships with retailers. 

FMCGs must look to brand collaboration, influencer marketing, and category distinction to compete with private labels. 

Convenience

Convenience has become a significant factor in the consumer demand for FMCG products, particularly in the beverage industry. Consumers are looking for products that fit their busy lifestyles and are easy to consume on the go. It has led to the rise of convenience-oriented products such as energy drinks, functional beverages, and bottled water.

Meal kits and ready-to-eat options are becoming increasingly popular in the FMCG industry. Consumers are looking for options that are easy to prepare and can be consumed quickly without sacrificing quality or taste. 

Meal kits provide consumers with pre-portioned ingredients and easy-to-follow instructions. At the same time, ready-to-eat options offer a quick and convenient meal solution without any preparation required. But an important note about meal kits and frozen food; consumers are increasingly seeking ready-to-eat products that are environmentally friendly. 

On-the-go packaging solutions are another trend in the convenience-oriented FMCG market. Companies are designing packaging solutions that are easy to carry, open, and dispose of, making it easy for consumers to consume products on the go. Packaging solutions options include resealable cans, easy-to-open bottles, and single-serve packaging.{

Regional and Cultural Influences

Cultural and regional influences play a significant role in the FMCG industry. Consumer preferences for products and their packaging and marketing messages can vary greatly depending on cultural and regional differences.

Globalization has led to cross-cultural trends, and FMCG companies are increasingly looking to cater to these trends. Companies are adapting their products and marketing strategies to appeal to consumers in different regions and cultures while maintaining their brand identity.

The localization of products and marketing is another significant trend in the FMCG industry. Companies recognize the need to customize their products and marketing messages to fit their target audience’s local culture and preferences. 

Retailers are also embracing local brands for regional distribution. Many retailers recognize the importance of offering locally sourced products to appeal to consumers in different regions. By partnering with local FMCG companies, retailers can provide products tailored to local preferences and increase their competitiveness in regional markets.

Regional influences are good news for small start-ups and regional brands focusing on a specific geographic region. Big-name FMCG companies must work harder at regional marketing and promotion to adapt to this trend.

Also, brands can adapt product formulations, packaging, and marketing messages to suit local tastes and preferences.

Future of FMCG

The future of the FMCG industry is influenced by changing consumer behaviors and preferences, and companies will need to innovate and adapt to remain competitive in the market. Here are some predictions and projections for the future of FMCG:

• Integrated commerce will continue to grow: Online shopping will continue to rise, and more consumers will turn to e-commerce for their FMCG needs. FMCG companies must invest in their online presence and offer a seamless e-commerce experience to remain competitive.
• Sustainability will become even more critical: Consumers are increasingly concerned about the environmental impact of their purchases. FMCG companies must continue to innovate, offer sustainable and eco-friendly products, and reduce their carbon footprint.
• Personalization and customization will increase: Consumers seek products tailored to their needs and preferences. FMCG companies must offer more personalized and customizable products to meet these demands.
• Health and wellness will remain a top priority: Consumers are increasingly health-conscious, and this trend is expected to continue. FMCG companies must continue to innovate and offer healthier options to stay competitive.
• Technology will continue to shape the industry: Advances in technology will continue to impact the FMCG industry, from production to marketing. Companies must stay up-to-date with the latest technologies to remain competitive.

Conclusion

The FMCG industry constantly evolves and adapts to meet consumer needs and preferences. Throughout this article, we have explored several key trends shaping the industry, including the growing demand for sustainable products, the importance of brand experience, the need for omnichannel retailing, and the rise of convenience-oriented products.

Staying up-to-date with these trends is crucial for FMCG companies who want to remain competitive in the market. By keeping abreast of consumer behavior and preferences, as well as new FMCG technologies and innovations, companies can adapt their strategies to meet the evolving needs of their customers.

To succeed in the FMCG industry, embracing and incorporating these trends into your brand strategy is essential. Whether through sustainable packaging solutions, engaging brand experiences, or convenient on-the-go products, the key is to stay relevant and offer products that resonate with consumers.

FMCG companies that prioritize staying up-to-date with the latest trends and adapting to meet the changing needs of consumers are the ones that will thrive in the competitive retail market.

Data-Driven Brand Development

It’s no secret that brand development is crucial for FMCG and CPG companies that want to see success in the retail market. However, with so many brands competing for attention, it can take time to stand out. 

That’s where data-driven brand development comes in. Companies can use data to guide brand strategy and packaging design to ensure their products perform well on the shelves.

This is where SmashBrand, a brand development agency for FMCG and CPG brands, comes in. 

Their data-driven process considers consumer insights, market trends, and product performance to develop strategies that lead to increased FMCG sales and improved brand recognition. 

From brand strategy to packaging design, SmashBrand helps clients navigate the complex world of FMCG branding and achieve success in the retail market.