Why People Aren’t Talking About The Future of Disruptive Marketing in Consumer Packaged Goods and What You Need to be Doing Today
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New Step-by-Step Roadmap for The Future of Disruptive Marketing in Consumer Packaged Goods
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The Future of Disruptive Marketing in Consumer Packaged Goods
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11 % of shoppers are interested in seeing customer service robots in their centre in the next ten years. – Forbes
31 % expect a more seamless checkout experience over the next decade. While the allure of the latest tech will always be a draw, shopping centre owners would be well advised to focus their tech investments on back-of-house utilizations that improve logistics, efficiency, and inventory management to provide a more frictionless experience for the shopper. – Forbes
Five forces and an underlying set of trends will drive change in the consumer landscape over the next 15 years. – McKinsey
1. The Changing face of consumer
- Middle-class explosion
- Ageing Population
- Women in the workplace
- Urbanization
- Rich becoming richer
- Millennial taking over
- Shrinking household Size
Globally middle-class spending will almost ripple by 2030.
2. Evolving Geopolitical dynamics
- Rising labour and community costs
- Economic Power shifts
- Economic Interconnectedness
- Climate Change
China’s real GDP could exceed US real GDP within ten years.
3. New Patterns of personal consumption
- Increase inconvenience
- Focus on Health and wellness
- Demand for personalization
- The shift in discretionary spending
- Sharing economy
- Focus on the shopping experience
- Demand for customization
- Buying local
- Simplification of choice
The size of the sharing economy could exceed $300 billion by 2025.
4. Technological advancement
- Mobile World
- Big data for operations
- Digital Profiles
- 3-D Printing
- Advanced Robotics
- Autonomous Vehicles
- Advanced analytics for marketing
- Social media-driven consumption
- Artificial Intelligence
- Internet of Things
- Virtual Reality
- Wearable
By 2030, – 3 out of 4 people will be down a connected mobile device.
5. Structural Industry Shifts
- Activist Investors
- Direct-to-consumer models
- Continued Consolidation
- Talent Shift
More than 300 companies aced activist’s demands in 2014 alone.
Market Size: – IBEF
- The FMCG sector has grown from US$ 31.6 billion in 2011 to US$ 52.75 billion in 2017-18. The sector is expected to grow at a Compound Annual Growth Rate (CAGR) of 27.86 per cent to reach US$ 103.7 billion by 2020.
- The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 840 billion in 2017, with modern trade expected to grow at 20 per cent – 25 per cent per annum, likely to boost revenues of FMCG companies.
- Revenues of the FMCG sector reached Rs 3.4 lakh Cr. (US$ 52.75 billion) in FY18 and are estimated to reach US$ 103.7 billion in 2020. The sector witnessed 16.5 per cent in value terms between July-September 2018, supported by moderate inflation, an increase in private consumption and rural income.
The future of disruptive brands.
- L’Oreal: It offers a recharging hydration hair kit only on Walmart.com.
- Bevel: Bevel’s shaving products, specifically tailored to the grooming issues experienced by people of colour, are sold at a higher price than mainstream competitors such as Gillette and typically by subscription. The opportunity to reduce skin irritation is chiming with consumers as the company claims 95% of customers renew after the first three months. – Marketing Week.
- Bump Mark: Pakštaitė has devised a bio-reactive expiry label that reacts to the food conditions inside and tells consumers exactly when food is and is not safe to eat. The intelligent labels go bumpy when the bio-reactive material senses chemicals given off by the product that indicates it has gone off. – Marketing Week.
- Shiseido: Japanese beauty group Shiseido uses technology to deliver tailored skincare to consumers through a brand that is solely available via subscription. He said IoT platforms…swing the door open for the beauty industry, amplifying the opportunity for brands to benefit from real-time data intelligence and full product lifecycle traceability while turning individual products into owned-media channels to deliver direct-to-consumer contextualized experiences. – Luxury Daily
