Insights on Consumer Packaged Goods

Featured publications

Collection

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.
Podcast

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

Discussion Paper - McKinsey Global Institute

Beyond income: Redrawing Asia’s consumer map

– Asia’s consumer markets are not only growing rapidly but diversifying and segmenting. Three changes in perspective are key to understanding new consumption paths in the region.

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.
Article

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.
Article

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?
Podcast

How CPG companies can sell online profitably

– Making a profit in e-commerce can be a struggle for consumer-packaged-goods manufacturers. Two McKinsey experts discuss the problem—and... potential solutions.
Article

Brand strength or margin? Both!

– In times of uncertainty, strong brands are more important than ever. But how do you pursue ambitious marketing goals while keeping... the budget in check?

The Next Normal

Emerging stronger from the coronavirus pandemic

Related Collection

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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MORE INSIGHTS

Collection

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.
Article

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?
Article

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.
Article

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.
Article

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?
Article

The digital future of manufacturing consumer packaged goods

– Nearly two years of tumult have accelerated disruption, with lasting effects on society and business. To thrive in the consumer-packaged-goods... industry, digital and analytics are now essential.
Article

The new marketing model for growth: How CPGs can crack the code

– A sophisticated, predictive, and customized new marketing agenda is enabling CPG marketers to fulfill their new growth mandate.... Here are the key ingredients.
Article

Retail’s need for speed: Unlocking value in omnichannel delivery

– The race to provide ever-faster omnichannel order fulfillment is on. Where should retailers keep up—and what are the value-creation... opportunities in doing so?
Podcast

Understanding the ever-evolving, always-surprising consumer

– With consumer behavior changing rapidly—and, often, in unexpected ways—companies must get better at anticipating and... responding to new consumer needs and preferences. Our experts explain how.
Article

Five-star growth: Using online ratings to design better products

– New research shows that small changes in star ratings can drive explosive growth for products—on the order of 30 to 200... percent depending on category. Driving those changes at scale requires a novel approach.
Interview

The business of fitness: Building the Tone House brand

– Digital fitness solutions aren’t going away in the postpandemic era—but neither are gyms, says Shaun Robert Jenkins,... head coach at Tone House, New York City’s fast-growing fitness studio.
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