The World Market for Fast-Moving Consumer Goods: Outlook and Opportunities

Delivery

This report comes in PPT.

Key findings

FMCG in an age of uncertainty

Financial concerns are weighing heavily on consumer behaviour given sustained cost-of-living pressures and worries about the future. A cautious consumer spending mindset is fuelling cutbacks in discretionary purchases, trading down and interest in private label products. Global FMCG sales will grow by 4.6% in 2025 in current value terms. In 2025, the fastest growing industry is expected to be soft drinks (6.5%), followed by cooking ingredients and meals (5.7%).

Holistic wellbeing is prioritised as budgets tighten

Total FMCG sales will see a 5.3% CAGR in current value terms over 2025-2029. In mature markets especially, future growth will rely on adding value through innovative products or formats - which can be approached from various angles. Consumers’ desire to take charge of their mental and physical wellbeing is one prominent theme running through demand. For example, an emphasis on longevity and healthy ageing holds cross-generational potential.

Emerging markets move further into the spotlight

Emerging markets will be pivotal to future volume and value growth, with India and Brazil among the standout opportunities. Per household disposable income in India will grow almost three times faster than the global average, between 2025 and 2029. Local brands are gaining popularity by catering to local tastes at accessible price points. At the same time, rising interest in premium offerings opens the door for international brands that can adapt to the nuances of geographic variations in demand.

Finding the bright spots

Over the next five years, the fastest growing categories will be alcoholic ready-to-drink mixes (RTDs), energy drinks and fragrances. Across FMCG, opportunities will be found in balancing price with tangible benefits or emotional resonance - which could take the form of functional ingredients, sustainable features, or an aspirational positioning. External verification of claims builds trust, while technological progress promises more effective, collaborative outreach.