Consumer goods: big brands battle with the ‘little guys’

According to Bain & Company, despite rising global demand, 34 of the world’s 50 biggest consumer companies are suffering either from slower sales and profits growth, or both.

“Companies will need to fundamentally revisit their way of working and transform themselves,” says Matthew Meacham, a partner with Bain. “If they stay with the model of mass marketing, big sales forces, large investments in big manufacturing plants, they will struggle.”

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