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Victoria’s Secret regained relevance among younger shoppers and managed to increase base prices on core items and reduce promotions. In short: fewer promotions didn’t scare buyers away; instead, it signalled stronger brand value and pricing power. In 2025, Unilever and Nestle made similar strides. Still, UK grocery saw more promotional activity in November 2025. Welcome to the Post-Promotional Paradox. Listen to the podcast edition or read the blog below 1. Understanding th

During the Christmas trading period, demand patterns shift sharply and competition becomes more aggressive. This decision framework helps choosing when and how to promote and how to avoid devaluing your brands. Listen to the podcast edition or read the blog below Align your plans with the dynamics of peak-season in FMCG. Let this checklist be a help. Question Guidance Rationale Is participation recommended? Yes .  In  categories with high gifting reliance or strong competito

Doug McMillon’s departure is a moment to look past outdated perceptions and analyse the sophisticated revenue growth engine he built. He aimed to eliminate the “hidden costs” of promotions that plague most retailers in Europe and in the US. Listen to the podcast edition or read the blog below Part 1: The Walmart You Think You Know (Is Dangerously Out of Date) A. The CEO change at Walmart After a transformative 11-year tenure as CEO, during which Walmart's stock rose over 300

Kimberly-Clark announced today they spent nearly $49 billion not to buy new products, but to implant its revenue growth operating system into someone else’s brands. The logic behind the deal is not to increase scale. It is to combine KC's RGM know-how with the higher-margin brands of Kenvue. Listen to the podcast edition or read the blog below Executive take This is not a merger of equals. It is a capability transfer. Kimberly-Clark (K-C) brings a refined, analytics-led Reve

🎃 At Accuris, Halloween is business as usual — we deal with horrors all year round! Who better to celebrate the frightening side of FMCG promotions than the people who measure  them?We track the vampires of cannibalisation  (brands feeding on themselves), the zombies of subsidisation  (loyal sales rising from the dead), the ghosts of stockpiling  (future sales consumed today), and the dark spells of retailer switching  (customers possessed by discounts). Once a year, we open

Listen to the audio version on the FMCG Weekly podcast The recent news of Nestlé’s 16,000 job cuts is a stark headline. From a Revenue Growth Management perspective, it reveals a pivot the company is making. This move, announced by a new CEO alongside Q3 results, is the clearest signal yet that Nestlé recognizes it has hit the ceiling on one of its primary RGM levers: Price. Look at the numbers: Nestlé reported 3.3% organic growth, but this was driven almost entirely by 2.8%

For the podcast version, click on a link below: The assumption is simple: promotions drive growth. However, a formidable body of evidence reveals a starkly different financial reality. A stunning 59% of trade promotions globally lose money , mainly because of value-eroding side-effects that remain unmeasured. . The problem lies in an "illusion of uplift," where encouraging sales charts mask a series of value-destroying effects operating just beneath the surface. Chapter 1: T

From Promotion Fatigue to Zero-Based Promo Planning Read below or listen to the podcast: Years of aggressive discounting and repetitive...

This post dives into Keurig Dr Pepper’s $18 billion acquisition of JDE Peet’s, a move that reshapes the global coffee and beverages categories and creates the largest pure-play coffee company. We explore the strategic implications of splitting into two focused businesses, assess the RGM opportunities through value-per-serve, premiumization, and smart promotions, and highlight Accuris’ perspective on zero-based revenue planning and the power of the “Source of Business.

Promotions are one of the most expensive levers in a consumer goods company’s marketing toolkit. Yet in most categories, the majority of...

Kraft Heinz is reportedly preparing to split into two independent companies — a move that could reshape not just the company but the...

In the FMCG world, annual commercial plans are the backbone of growth. These plans outline expected volume, value, and profit targets...

Across the UK and Europe, branded consumer goods suppliers are under intense pressure. Input costs continue to rise—driven by inflation...

Executive Summary Promotional planning in the FMCG industry is broken. Too often, promotional calendars are copy-pasted from previous...

Pricing strategy remains one of the most critical levers for revenue growth managers. But how do you decide between Everyday Low Pricing...

This post is taken from the series [RGM INSIGHTS] #3   Public holidays in May – from May Day in the United Kingdom and Labour Day across...

This week we begin with the intensifying UK supermarket price war, where Sainsbury’s and Tesco face strategic pressure from Asda’s bold...

A recent field study, detailed in the Harvard Business School working paper "The Cybernetic Teammate", provides compelling evidence for...

This week, we examine one of the most quietly significant decisions in European retail: Aldi’s strategic retreat from its non-food...

This week, we examine the shifting sands of inflationary pressures, trade disputes, and how global FMCG giants are seizing strategic...