In a market that was already fast-paced, constantly evolving and endlessly challenging, the Covid pandemic heaped even more volatility onto the FMCG sector: panic buying, supply chain constraints and huge shifts in shopper behaviour created significant hurdles for retailers and suppliers alike.

In light of this unparalleled period of turbulence for the FMCG sector, Exceedra, the leading provider of software solutions purpose-built for consumer goods suppliers, has engaged with key stakeholders within the FMCG community to assess the state of play and look ahead to the future.

Although the impact of the pandemic is far from over, it is a worthwhile exercise to gauge the sentiment of key industry leaders:

  • How did they navigate the pandemic?
  • What lies ahead for the industry in terms of assumptions for trade in 2022?
  • What role does planning and forecasting have in a more unpredictable world?
  • Is the correct data being collected and used in the right way?

This eBook is the result of our engagement with around 100 FMCG leaders. Through interviews, qualitative and quantitative research, Exceedra, in collaboration with, has pulled together the key beliefs, strategies and operational approaches from some of the biggest FMCG suppliers in Europe. Among the main conclusions are:

The FMCG sector was remarkably resilient and agile during the pandemic

Although the industry is awash with data, stripping out and utilising the most important data remains a challenge

Embracing and benefiting from digital transformation is very inconsistent across different businesses

There remains a great deal of progress to be made in terms of reorganising FMCG suppliers to better align with the omnichannel retail sectors that they serve

The use of Revenue Management disciplines and tools offers greater foresight and predictability in an uncertain world


Chapter 01

The pandemic adds volatility to an already complex industry