The consumer goods industry is facing declining growth after 40 years of outperformance. Factors like digital ubiquity, changing consumer behaviors, and the rise of small brands have disrupted the traditional model. To regain momentum, companies must build capabilities across five key dimensions: digital marketing, supply chain management, omnichannel sales, local consumer engagement, and agile innovation. Key trends include the growth of e-marketplaces, the millennial and Gen Z preference for innovative brands, and increasing consumer consciousness about health and sustainability.

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