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The past few years of high inflation have strained FMCG supplier–retailer relationships across Europe and North America. Manufacturers’ input costs for commodities, energy, transport, and packaging have surged, yet retailers fiercely resist price increases to protect shoppers’ wallets. This standoff has led to annual negotiations turning acrimonious  – even leading some retailers to cancel promotions or delist top brands when talks break down. For example, in early 2026 Belgian grocer...

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 the...

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 competitor activity, not...