Author Profile
Raphael Buck
- Senior partner in the Zurich office.
- Serves several leading consumer
goods players in food, beverages,
personal and household care etc..
- Special interest in the design and
transformation of marketing and
sales organizations.
Tracy Jessica Samantha
Francis Moulton Phillips
- Head of McKinsey’s - Senior Partner, London - Leader in Consumer Packaged
Goods and Growth, Marketing &
Consumer Packaged Goods
- Leader of McKinsey’s Sales Practices in the United
and Retail Practices in Kingdom
Central and South America. Consumer Packaged -
Decade of expertise in consumer
- Particularly interested in
Goods Practice in goods, across fast-moving consumer
consumer sentiment and Europe. goods, consumer health and beauty,
food, beverage, alcohol, and retail in
behaviour. the United Kingdom and Europe.
 Economic Insecurties

- 2/3rd unsure about the

pandemic’s lasting
effect.
- 46% ( US consumers )
& 28% ( Chinese ) –
reduce spending.

20XX 2
 Economic Insecurties

Reduced spending through:

- 55% of Germans & 63% of Americans – ate less outside.
- Cut back on luxury goods and cosmetics. ( cross over luxury bags )
- Increased discounted products sale. ( discounts picture )
- Switched to cheaper labels. ( Label picture )
- Channels changed. ( use tv channel pic example )

20XX 3
 Shift in digital engagement

- More acceleration & consumption in e-commerce.

- Increasing capacity to meet demand.
- Amazon to compete in fresh food and consumer packaged goods.

20XX 4