Consumer product companies have relied on price-taking to counter rising input costs, with premiumization and cost control boosting revenue and margins for top performers. However, as price hikes become unsustainable in an uncertain economy, companies must pivot to profitable volume growth. A new playbook includes strategies for targeting advertising, precision growth, and M&A for volume, paired with a rebalanced mix, strategic innovation, and enhanced operations for profitability. Success requires balancing these intertwined factors while addressing emerging challenges like generative AI, weight-loss drugs, and new regulations. Leadership alignment and adaptability are key to thriving in 2024 and beyond.

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