This year, XTEL surveyed the world’s leading figures in the FMCG industry to better understand the aftermath of the pandemic and the forecast ahead.
For CPGs, the pandemic created growth conditions for volume, profitability, and revenue. Yet, most companies indicated their 2020 total trade spend was lower or the same as 2019, breaking a growth trend from previous years.
Looking towards 2022, FMCG organisations are renewing their commitment to value and profitability growth and indicated their intent to increase trade promotion effectiveness as a support mechanism.
Overall, the ambition to improve Trade Promotion Management (TPM) is widespread across consumer goods manufacturers. Two out of three organisations say they still lack the right support for TPM processes, and most CPGs indicate their intent to invest in processes, capabilities and technologies to deliver against their ambition. 42% say they “will scale existing trade promotion solutions across business units and/or regions”, 43% “will invest in embedding new AI-driven analytics into existing TPM solutions and processes”, and (the highest priority) 47% say they will invest to “review and improve TPM processes”.
In a post-pandemic environment, characterised by changes in consumer, shopper and trade dynamics, FMCG companies must equip their organisations with AI-enabled and data-driven TPM processes to fully empower their teams, streamline processes, scale across the organisation, and activate insights to action.
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Suzana Dias
Head of Product Strategy and Alliances, XTEL