Industries · Consumer goods
Consumer packaged goods (FMCG)
How brand owners of food, drinks, and household and personal care products make money: from gross sales to net sales after trade spend, the route to market through distributors and small shops, private label, innovation, and how to crack consumer goods cases.
Key takeaways
- A consumer goods company makes branded products that people buy often, such as shampoo, biscuits, and soft drinks.
- A consumer goods brand grows in two ways: more stores stock it, or each store sells more of it.
- Consumer goods cases reward candidates who split growth into volume, price, and mix, and who remember that the retailer, the distributor, and the shopper each want something different.
- Walk a consumer goods P&L from gross sales to operating profit, including trade spend
- Explain modern trade and general trade, and how brands reach small shops in India and Africa
- Judge whether a promotion or a new product creates value
- Describe the main consumer goods players and the trends of 2024 to 2026 with care
Lessons
How consumer goods companies make money
The value chain from factory to shopper, the P&L from gross to net sales, trade spend, and an approximate cost breakdown.
Distribution, promotions, private label, and innovation
How brands reach small shops, how to test whether a promotion pays, how private label competes, and how to judge a new product.
Consumer goods players, trends, and how to crack the cases
Major brand owners by region, the deals and policy changes of 2024 to 2026, regulation basics, and typical case prompts.
Worked cases in this module
Look it up
Key terms