FMCG Industry Overview
Products which have a quick turnover, and relatively low cost are known as FastMoving Consumer Goods (FMCG). FMCG products are those that get replaced withina year. Examples include a wide range of frequently purchased consumer productssuch as toiletries, soap, cosmetics, tooth cleaning products and detergents, as wellas other non-durables such as glassware, bulbs, batteries, paper products, andplastic goods.
s FMCG sector is the fourth largest sector in the economy and createsemployment for more than three million people in downstream activities and 14million in total. The sub sectors of FMCG sector are Household Care, Personal Careand Food & Beverages. On the basis of price, FMCG goods are divided into threesegments- low priced, mid-priced/ mass or popular and high-priced/ premium end.Typically the lower segments of the market drive volumes. The premium segmentis less price-sensitive and more brand conscious.The total FMCG market is in excess of $ 28 billion. FMCG sector is growing atdouble digit growth rate of 15.4 per cent and is expected to maintain a highgrowth rate. FMCG is characterized by a well-established distribution network, lowpenetration levels, low operating cost, lower per capita consumption and intensecompetition between the organized and unorganized segments.Unlike other sectors, the FMCG industry did not slow down during recent recession.As it is meeting the every-day demands of consumers, it will continue to grow.Market share movements indicate that companies such as Marico Ltd and NestleIndia Ltd, with domination in their key categories, have improved their marketshares and outperformed peers in the FMCG sector. This has been also aided by thelack of competition in the respective categories. Single product leaders such asColgate Palmolive India Ltd and Britannia Industries Ltd have also witnessedstrength in their respective categories, aided by innovations and strongdistribution. Strong players in the economy segment like Godrej ConsumerProducts Ltd in soaps and Dabur in toothpastes have also posted market shareimprovement, with revived growth in semi-urban and rural markets.
Major Segments Of The FMCG Industry
Food andBeverages53%Personal Care20%Tobacco15%HouseholdCare10%Lighting2%