Fleet of Foot
OC&C’s annual review of the Top 50 Global FMCG Companies (2012)
Global fmcg giants are losing out to smart smaller operators in emerging markets, according to the 10th Global 50 ranking. So ... have the giants grown too big for their boots?
The global giants of fmcg tower ever taller. The world’s 50 biggest players’ combined turnover has grown from $675bn in 2002 to a staggering $1.15 trillion, according to this year’s Global 50, a study carried out exclusively for The Grocer by OC&C Strategy Consultants and now in its 10th year. That represents CAGR of 6.1%. Impressive stuff... until you delve deeper.
Despite a decade of consolidation and international expansion, the 50 biggest are being outpaced by smaller, nimbler rivals, which turned in CAGR of 7.3% over the same period. So why are they slower? Which of the giants are being outmanoeuvred? And which are keeping up with fleetfooted upstarts and how?