The Fast-Moving Consumer Goods (FMCG) industry has always been known for its fast-paced and competitive nature. However, recent years have brought about unprecedented changes that are reshaping the way FMCG brands engage with consumers.
From the rise of new digital marketing channels to the ever-increasing importance of sustainability, the landscape is evolving rapidly. To not just survive but thrive in this dynamic environment, FMCG brands must adopt new strategies that align with current trends and consumer expectations.
In this article, we explore five key ways FMCG marketing has been changing and how brands can adapt to ensure continued success.
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Create a Seamless Omnichannel Experience
In the current FMCG landscape, providing a seamless omnichannel experience is no longer optional—it’s essential. Today’s consumers expect a consistent and integrated experience across all touchpoints, whether they are shopping online or in-store. The days of siloed marketing strategies are over; successful brands now blend digital and physical experiences to create a unified customer journey.
One compelling example of this is the recent Jellycat pop-up Fish and Chip shop in London. This in-store activation not only created a memorable experience for shoppers but also extended the brand’s reach through continued online engagement. By linking physical retail experiences with digital content and social media interaction, Jellycat was able to amplify its brand impact significantly.
To thrive, FMCG brands need to ensure that their marketing strategies are designed to provide a seamless transition between online and offline experiences. This means not only offering consistent messaging across channels but also leveraging data to personalise interactions and meet customer expectations at every step of their journey.
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Adapt to Social Channels as Search Engines
Social media has fundamentally changed the way consumers discover and engage with brands, particularly among younger generations like Gen Z and Gen X. These groups are increasingly using social media platforms like TikTok, Instagram, and Pinterest as search engines to find new products and services. For FMCG brands, this shift represents a significant opportunity to capture attention and drive engagement.
However, simply being present on these platforms is not enough. Brands need to be strategic in their approach, creating content that resonates with the audience and is optimised for searchability within these platforms. This might involve leveraging trending hashtags, collaborating with influencers, or creating engaging video content that can go viral.
While social media provides immediate visibility, it’s important to balance this with long-term strategies like SEO, which continues to offer sustainable benefits for brand recognition and customer acquisition. According to industry insights, investing in SEO can provide more enduring returns compared to pay-per-click (PPC) advertising, making it a crucial component of a well-rounded digital marketing strategy.
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Stay Ahead with Gamification, VR, and AR
As technology continues to advance, FMCG brands must stay ahead by incorporating innovative tools such as gamification, virtual reality (VR), and augmented reality (AR) into their marketing strategies. These technologies offer unique ways to engage consumers, making the brand experience more interactive and memorable.
Gamification, for instance, can be used to create loyalty programmes that reward customers for their engagement with the brand. VR and AR, on the other hand, can be utilised to enhance product demonstrations, allowing consumers to visualise products in their own environment before making a purchase. These tools not only create a more engaging customer experience but also provide valuable data on consumer preferences and behaviours.
One of our favourites is this augmented reality campaign from P&G’s Herbal Essence brand.
To remain competitive, FMCG companies must be proactive in exploring and implementing these technologies, ensuring that they are used effectively to drive brand awareness and consumer loyalty.
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Embrace Sustainability without Greenwashing
Sustainability has become a critical concern for consumers, especially as awareness of environmental issues continues to grow. However, it’s not enough for FMCG brands to simply claim they are sustainable; they must demonstrate genuine commitment to sustainable practices across all aspects of their business, including product development, packaging, and supply chain management.
Consumers are increasingly wary of greenwashing—when companies make misleading claims about the environmental benefits of their products. To build trust, brands must be transparent about their sustainability efforts and provide clear, verifiable information about how they are reducing their environmental impact. This includes investing in eco-friendly packaging solutions, reducing waste, and sourcing materials responsibly.
By prioritising authentic sustainability, FMCG brands can not only meet consumer expectations but also differentiate themselves in a crowded market.
For a perfect example, see how Hellmans partnered with Bake Off’s Prue Leith on their “Cook Clever, Waste Less” campaign.
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Capitalise on Direct-to-Consumer (D2C) Opportunities
Direct-to-consumer (D2C) marketing has emerged as a significant opportunity for FMCG brands, allowing them to bypass traditional retail channels and build direct relationships with their customers. This approach provides greater control over the brand experience, enables personalised marketing, and offers valuable insights into consumer behaviour.
D2C strategies also allow brands to respond more quickly to market trends and consumer demands, offering a level of agility that is often lacking in traditional retail models. By leveraging digital platforms, FMCG brands can create tailored experiences that resonate with their target audience and drive higher levels of customer loyalty.
To succeed in the D2C space, FMCG brands must focus on creating a seamless and user-friendly online shopping experience, backed by robust logistics and customer service capabilities. Additionally, they should leverage data analytics to continuously refine their offerings and deliver more personalised marketing.
As the FMCG landscape continues to evolve, brands must stay agile and innovative to remain competitive. By adopting a seamless omnichannel approach, leveraging social channels as search engines, embracing new technologies like gamification, VR, and AR, prioritising sustainability, and capitalising on direct-to-consumer opportunities, FMCG companies can not only survive but thrive in this dynamic environment.
If your brand is ready to take the next step and implement these strategies, partnering with experts can help you navigate the complexities of FMCG and retail digital marketing. For tailored assistance in planning your FMCG branding or marketing strategy, contact the team at Tomango. They can provide the insights and support you need to ensure your brand’s success.
To finish off this blog article, we thought we’d have a little fun and make 3 Bold Predictions for FMCG Marketing in 2025:
- Hyper-Personalisation Will Become the Norm
By 2025, advances in artificial intelligence and data analytics will enable FMCG brands to offer hyper-personalised experiences at scale. This means consumers will receive product recommendations, marketing messages, and even packaging tailored specifically to their preferences and behaviour. Brands that can harness the power of AI to deliver these personalised experiences will stand out in an increasingly crowded market. - Sustainability Will Be a Non-Negotiable Standard
Sustainability will no longer be a differentiator but a baseline expectation from consumers. By the end of 2025, FMCG brands will be held to even higher standards of environmental and social responsibility, with transparent supply chains and zero-waste initiatives becoming the norm. Brands that fail to meet these expectations will risk losing relevance and consumer trust. - The Metaverse Will Revolutionise Consumer Engagement
As the metaverse becomes more mainstream, FMCG brands will have unprecedented opportunities to engage with consumers in virtual environments. From virtual stores and product launches to immersive brand experiences, the metaverse will become a key platform for marketing innovation. Brands that can effectively navigate and leverage the metaverse will create deeper connections with consumers and redefine the shopping experience.
If these do come to pass, you heard it here first. If not, feel free to let us know about it.