Colin Lewis: FMCG has become a breeding ground for underperformance

Results. Innovation. Insight. Diversity. Four of the biggest buzzwords in marketing today. But are they any longer words you associate with big FMCG companies such as Procter & Gamble (P&G), Unilever or Nestlé?
Most FMCG brands are losing market share and underperforming on organic sales growth. Although demand for consumer goods is increasing globally, sales growth at 34 of the world’s 50 biggest FMCG brands fell to just 0.7% between 2012 and 2016. P&G has been accused