The fast moving consumer goods industry has a long history of generating reliable growth through mass brands but the model that fueled industry success now faces great pressure as consumer behaviors shift and the channel landscape changes. 2018 is shaping up to be a year of contradictions in the fast moving consumer goods fmcg market healthy junk food is emerging as a snack food trend but consumers are also re discovering indulgence via a counter trend called sweet revenge that celebrates all that is sweet according to globaldata a leading data and analytics company. Purpose in order to cope with the challenge of developing successful fast moving consumer goods fmcg innovations market research vendors offer several methodologies to test concepts the purpose of this article is to examine the discrepancy between the well established experimental real store methodology and the most recent of these alternative methodologies that is the virtual store. The fast moving consumer goods industry covers the household items that you buy when shopping in the supermarket or a pharmacy fast moving implies that the items are quick to leave the shelves and also tend to be high in volume but low in cost items the companies involved in the fmcg industry are some of the biggest brand names . Many fast moving consumer goods have a short shelf life either as a result of high consumer demand or as the result of fast deterioration some fmcgs such as meats fruits vegetables dairy products and baked goods are highly perishable
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