FMCG (Consumer packaged goods): how the sector works
how FMCG works: the value chain from manufacturing to retail shelf, the power of retailers, volume-and-margin economics, and category dynamics.
FMCG is a volume-driven, low-margin business built on brand equity, shelf presence, and supply chain efficiency. This block gives you the operating logic of the sector: how products move from raw materials through manufacturing, brand marketing, and trade channels to reach consumers at scale. You'll see who really holds power between manufacturers and retailers, how trade terms and promotional spend shape profitability, and which regulations govern labeling, safety, and advertising claims. You'll also learn the numbers that define the industry, from category growth rates to retailer margins, and the vocabulary used daily by brand managers, category managers, and trade partners. This foundation lets you read the sector like an insider, not an outsider.
Ce que vous allez maîtriser
- Map the FMCG value chain from raw material sourcing to shelf, identifying where cost and value are added
- Explain the power balance between manufacturers, retailers and distributors and how trade terms affect margins
- Identify key regulatory requirements around product safety, labeling and advertising claims relevant to compliance decisions
- Use standard FMCG benchmarks and calculations (market share, distribution reach, price elasticity, promo ROI) to evaluate business performance