Are FMCG brands struggling to realise the promise of direct selling?

For the FMCG sector the formula for success used to be relatively simple. As long as companies had good relationships with the major high street retailers, great products, strong brands and marketing that turned heads things worked well.

But the market has become a lot more complex. The rise of ecommerce and new high street players such as the discounters has shaken up the route to market. Their products have been disrupted by nimble startups able to authentically target tight segments. And marketing channels have changed, meaning creating strong brands and high awareness has become more difficult.

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