Insights on Consumer Packaged Goods

Featured publications


CPG operations—How to win in a rapidly changing environment

January 2022 – This compendium summarizes current trends in the consumer-goods sector, its implications for supply chains,... and how leaders are adapting to the challenging environment, both from the end-to-end perspective and within each of the relevant functions.

McKinsey on Consumer and Retail Podcast: Insights from experts on business and management

McKinsey experts discuss the latest trends and the most pressing challenges for leaders in the retail and consumer-goods industries.... Hear about the immediate and longer-term moves that matter most for business success. Topics covered include strategy, technology, marketing, operations, and organization.

Featured Insights


Perspectives on consumer health and wellness

This collection explores trends, consumer attitudes, and implications for companies in the global wellness market, focusing on six categories: health, fitness, nutrition, appearance, mindfulness, and sleep.

How to prepare for a sustainable future along the value chain

– Consumer-goods companies are setting ambitious sustainability targets for themselves. To reach those targets, however, changes... are required along the entire value chain—with a concrete road map.

Supply chain steps up: An interview with Kimberly-Clark’s Shane Azzi

– What is it like to steer one of the world’s largest consumer supply chains through a pandemic?

Consumer-goods companies must transform their planning end to end

– Rising complexity isn’t tenable. Now is the time to take drastic action—in the form of a tech-driven end-to-end planning... transformation.

Retail supply-chain strategies for the holidays and beyond

– How can retailers ensure strong sales this holiday season amid continuing supply-chain problems? Two McKinsey experts share their... insights.

Charting a winning course for CPG value creation

– In the next normal, consumer-goods companies can achieve profitable growth and outsize returns by renewing their focus on core... execution capabilities.

‘Everyone snacks’: How Mars Wrigley is pursuing growth in emerging markets

– Blas Maquivar, president of global emerging markets at Mars Wrigley, discusses consumers’ evolving snacking behaviors, the... company’s digital and purpose-driven ambitions, and his new travel schedule amid the pandemic.

Digitally native brands: Born digital, but ready to take on the world

– By applying the right criteria, investors can identify digitally native brands with the potential to outperform.

Five technology building blocks to power customer-centric, data-driven growth

– Personalization at scale can optimize every customer experience when executed well. What are the key success factors leading organizations... focus on to deliver customer-centric growth?

The Next Normal

Emerging stronger from the coronavirus pandemic

Related Collection


Generation Z

Understanding Gen Z can help retailers, marketers, and leaders seeking to build and maintain sustainable businesses that meet next-generation needs. Explore a special collection to gain insight on Generation Z, and what its rise means for work and society.

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Operations as a competitive advantage in a disruptive environment

This collection weaves together the latest developments within the consumer-packaged-goods (CPG) operations sector, with a honed... focus on operational excellence best practices.

Achieving supply-chain resiliency in consumer goods amid disruption

– Dirk Holbach, chief supply-chain officer for Henkel’s Laundry & Home Care business unit, shares lessons from his seven-year... journey in the role and what leaders should be prepared for in the future.

From extreme to mainstream: The future of aesthetics injectables

– McKinsey research shows that the global aesthetics injectables market could grow by 12 to 14 percent a year over the next five... years if manufacturers and providers capitalize on the underlying trends.

Great Expectations: Navigating challenging stakeholder expectations of brands

– The pandemic has put consumer brands under enormous pressure—but there are rich rewards for those that can keep the loyalty,... and manage the varied expectations, of stakeholders across the board.

The new faces of the Vietnamese consumer

– In the next decade, Vietnam’s middle class is expected to continue to grow, spreading out geographically and becoming more... diverse.

Imagining your customers’ possible futures: A Design x Foresight approach

– In fast-growing and diversifying Asian consumer markets, many possible futures lie ahead, but how can businesses anticipate them... and future proof their organizations? Strategic foresight and futures design are useful tools.

Omnichannel: It’s time for the online tail to wag the retail dog

– Nonfood retailers, specifically the incumbent category killers, can regain their former strength if they embrace full omnichannel... integration and adopt an “online-first” mindset.

Welcome to luxury fashion resale: Discerning customers beckon to brands

– Intrigued customers are breathing fresh life into the luxury apparel market, with a growing appreciation for pre-owned accessories... and clothing. For most, brand involvement in resale is a plus: but can their enthusiasm bring the high-profile labels on board?

The value of getting personalization right—or wrong—is multiplying

– This Next in Personalization 2021 Report reveals that companies who excel at demonstrating customer intimacy generate... faster rates of revenue growth than their peers. And the closer organizations get to the consumer, the bigger the gains.

Beyond COVID-19: The new consumer behavior is sticking in the tissue industry

– The changes that emerged during the lockdown are persisting. Postpandemic trends have five strategic ramifications.

Five technology building blocks to power customer-centric, data-driven growth

– Personalization at scale can optimize every customer experience when executed well. What are the key success factors leading organizations... focus on to deliver customer-centric growth?
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