Stefano Volpetti

𝗠𝗼𝗿𝗲 𝗽𝗹𝗮𝗻𝘁𝘀 𝗰𝗹𝗼𝘀𝘂𝗿𝗲 𝗮𝗵𝗲𝗮𝗱 𝗳𝗼𝗿 𝗨𝗦 𝗙𝗼𝗼𝗱 We expect the world largest food FMCG players to accelerate plants closure in a context volume keeps dropping as price elasticity materializes, especially in the US, which is the most exposed to the current de-consumption/ downtrading trend (cf. last quarters results of the world largest food FMCG companies) US Food (which is nothing less than ~25% of the global FMCG market) is the most exposed for few reasons: 1) Food has the some of the lowest gross margin in the FMCG industry so the operational deleverage (the profitability decline driven by volume decline) is there one of the most violent (it is not uncommon to see 200bps volume decline for a F&B business translating into ~80 bps profitability decline - the challenge is some US food businesses are declining 1-3% now for 2 years) meaning that on-going manufacturing footprint adjustment is critical to maintain a competitive cost-base 2) Food has recorded some of its poorest volume performance over the last 2 years in the US (cf. performance of Campbell's, General Mills, Kraft Heinz but also US entities of some of the world largest food companie - e.g. Mondelēz International) 3) The overall in a context where the average US consumer calories in-take is ~4000 calories (where it should be 2000 calories) & where GLP1 drugs penetrations (currently 13%) keep increasing The overall could objectively create a perfect storm More details in our Q1 2024 results publication: 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢𝘀: 𝗤𝟭 𝟮𝟬𝟮𝟰 𝗥𝗲𝘀𝘂𝗹𝘁𝘀 𝗜𝗻 𝗥𝗲𝘃𝗶𝗲𝘄 - 𝗧𝗵𝗲 𝗣𝗿𝗶𝗰𝗶𝗻𝗴 𝗧𝗶𝗱𝗲 𝗜𝘀 𝗡𝗼𝘄 𝗚𝗼𝗶𝗻𝗴 𝗢𝘂𝘁 https://lnkd.in/eqtWZjxV 𝗧𝗶𝗺𝗲 𝘁𝗼 𝗿𝗲𝗳𝗼𝗰𝘂𝘀 𝗳𝗼𝗿 𝗮𝗹𝗹 𝗼𝗻 𝗼𝗿𝗴𝗮𝗻𝗶𝗰 (𝘃𝗼𝗹𝘂𝗺𝗲) 𝗴𝗿𝗼𝘄𝘁𝗵 Exciting times To read our last publication on how to accelerate organic (volume) growth: 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢𝘀: 𝗠𝗮𝗻𝗮𝗴𝗶𝗻𝗴 𝗙𝗶𝗻𝗮𝗹𝗹𝘆 𝗙𝗼𝗿 𝗦𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗹𝗲 (𝗩𝗼𝗹𝘂𝗺𝗲) 𝗚𝗿𝗼𝘄𝘁𝗵 𝗢𝗿 𝗛𝗼𝘄 𝗧𝗼 𝗦𝘁𝗼𝗽 𝗦𝗵𝗿𝗶𝗻𝗸𝗶𝗻𝗴 𝗧𝗼 𝗚𝗹𝗼𝗿𝘆 - 𝗙𝗿𝗼𝗺 𝗭𝗕𝗕 𝘁𝗼 𝗭𝗕𝗚® (𝗭𝗲𝗿𝗼-𝗕𝗮𝘀𝗲𝗱-𝗚𝗿𝗼𝘄𝘁𝗵) https://lnkd.in/eV5d39VE 𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀 & 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿: https://lnkd.in/ea4gy65y #fmcg #cpg Nestlé The Coca-Cola Company PepsiCo AB InBev Unilever Procter & Gamble Mondelēz International Kraft Heinz L'Oréal Danone The HEINEKEN Company Bel Reckitt Kenvue Sanofi Haleon Pernod Ricard Diageo General Mills Campbell's Conagra Brands The Hershey Company JDE Peet's Ferrero Mars Lindt & Sprüngli https://lnkd.in/eRRHKVXN

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It was an absolute privilege to join Vogue Business’ Beauty Forum last month, where the topic was “Beauty across borders: Global brands, local strategies.” I enjoyed listening to speakers from across the beauty and wellness industries as they painted vivid landscapes of marketing innovation and trend evolution. I also participated in a panel to discuss how the Unilever Health & Wellbeing Collective is weaving a tapestry of local touchpoints and immersive experiences. Our goal? To reach consumers across the globe as they embark on their unique wellness odysseys. A particular point of pride is Liquid I.V.'s triumphant march into 7 new international markets this past year. Meanwhile, in China, our dedicated local teams have been cultivating a flourishing garden of brands. Nutrafol and OLLY PBC are blossoming spectacularly, with OLLY PBC now reigning as a top 5 VMS brand in the vibrant ecosystem of TikTok. The vitamins, minerals, and supplements (VMS) realm is emerging as the new frontier of wellness, a crucible where health and beauty alchemize into something greater. We're not just observers of this transformation – we're the architects, thriving at this exhilarating intersection. #wellbeing #lifestyle For those hungry for more insights, feast your eyes on the event recap from Vogue Business : https://lnkd.in/gK23-U87 Captured in time by the lens of Paolo Verzani

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Exploring the latest #FMCG Dynamics: Private Label vs. Brands in 2023. 📊 Private Label grew at 11.2%, brands at 7.9% - a notable 3% rise from 2022. For the full analysis of industry trends and changing channel trends watch our latest webinar led by Thomas Smith. Click the link below to access 👇 https://lnkd.in/ed6-3YZq Worldpanel by Kantar #RetailTrends #IndustryInsights #PrivateLabel #Brands #MarketAnalysis #Webinar

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Its not just brands that lose buyers, the average category loses 1 in 3 buyers year-on-year. Not surprisingly, as with brands, the level of leakiness is closely related to the purchasing frequency of the category: In frequently purchased categories (more than ten occasions in a year) 1 in 7 buyers does not rebuy in the next year, whereas in infrequently purchased categories (less than five occasions in a year) just more than half of the buyers return. Read the full article from 👉 https://lnkd.in/eUJCNkFB Worldpanel by Kantar #consumerbehavior

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A superb week at the 71st Cannes Lions International Festival of Creativity, where I had the pleasure of sharing some ground-breaking results from #Reckitt’s #GenAI pilots, demonstrating its immense potential to transform our marketing and operations.   Key takeaways from these pilots:   -GenAI is a game-changer for new product development, with its ability to transform unstructured data into insightful new ideas and marketable concepts. Early findings showed that by using GenAI, teams can reduce concept development time by up to 60%, whilst significantly improving quality.   -GenAI can stimulate creativity and produce advertising content more efficiently. By using GenAI to adapt assets for full funnel use and localise them between countries, we found an approximate 30% reduction in the time needed to adapt and localise ads, with increased consistency in asset quality.   -GenAI takes the drudgery out of repetitive tasks. Findings showed that time spent on everyday tasks such as a post-campaign media analysis, could be reduced by up to 90%, with the quality improving two-fold.   GenAI will transform our operations in a variety of ways, but ultimately the end goal is to help us deliver long-term value for the business and our stakeholders. Thank you to our outstanding Reckitt teams and partners for driving these innovations and creating long-term value for our business.    Filippo CatalanoBastien ParizotElaine RodrigoBecky VeranoSameerNicolas de Bellefonds Yotam Ariav   #CannesLions2024 #Innovation #GenAI #Marketing #Leadership #FutureofWork #Reckitt https://lnkd.in/dEW7YCne

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Great podcast for leaders trying to make the most successful teams and achieve superior results.

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#4: How our solution can help you? What do employees really want? In developing our Workplace Culture solutions at Environics Research, we've discovered that employees value: 1. Recognition for their achievements and the opportunity to excel. 2. Collaboration with teammates and a genuine sense of belonging. 3. The chance to contribute to work that is meaningful to them. Listen to Susan Seto and I discuss how Environics Research solutions can help you understand and align with your employees' values to enhance your workplace culture. Learn more here: https://lnkd.in/gsnvbjWh

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In the face of legislative pressures and evolving consumer preferences, innovation has become essential in the UK #FMCG sector. Worldpanel by Kantar data found that in 2023, #innovation contributed to over 11% of sales and drove 43% of growth for leading brands. Despite a challenging market, sectors such as beverages and pet food are at the forefront of innovation, attracting high spenders and boosting consumer satisfaction and retailer performance. Jackson Woods dives into how top brands are navigating this landscape. Read the full article to learn more: https://lnkd.in/eaRfncxa

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How much do you know about #FMCG consumers' changing trends? Do you also have the feeling you can always learn more like me? At Consumer Panel Services GfK, we developed the Behavior Change report to showcase the current situation of the FMCG industry, highlighting trends, challenges, opportunities and shifting shoppers’ habits. The report covers 21 European countries, 100K households, and 18M shopping trips. It serves as a strategic tool for clients to meet shoppers’ needs and create brand value, playing a pivotal role in their growth journey.  The report also provides a deep understanding of how clients’ categories are benchmarked against one another - An information that is crucial for our clients’ decision-making process to build a competitive advantage and adapt their market strategy according to shoppers’ evolving behavior.  To learn more, join our Behavior Change webinar 'Home is where the heart is' tomorrow, 11 June, at 11am CET. Register now ➡️https://hubs.la/Q02yN9520 if you did not do so far or have a FOMO feeling the rest of the year. #FMCG #BehaviorChange #CPSGfK #Webinaryouneedtoattend

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A recent McKinsey article explores how consumer trends are shifting across demographics. Here are some key takeaways: 🧐 Brand loyalty is on the decline. Consumers are more willing to experiment with new brands, so it's crucial to stand out from the crowd. ☝️The middle class is ready to splurge. After years of belt-tightening, middle-class consumers in advanced economies are planning to indulge in discretionary purchases. 😴Don't sleep on wealthy seniors. The population of wealthy aging consumers is on the rise. This group has significant spending power and unique needs that brands should cater to. What are your thoughts on these trends? #consumertrends #CPG #marketing #McKinsey

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For the average Top 10 brand, 68% of buyers will not buy the brand in year next year. The terms “new” and “lost” adopt a year-to-year perspective as new buyers may have bought the brand in years before the last and lost buyers may well return again in subsequent years. In less frequently purchased categories leakiness is considerably higher than in frequently purchased ones. Great data and reminder of one of the growth fundamentals from Europanel 👉 https://lnkd.in/e2Ya-V7s Worldpanel by Kantar #consumerbehavior #brand #fmcg

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I had the distinct pleasure of sitting with Kantar BrandZ for an in-depth conversation about global brands through the lens of PepsiCo's iconic portfolio -- what makes a brand valuable, the role of brands, how to stay relevant, deploying distinctive assets in a consistent and connected way, how the best-of-the best do it and so much more. I believe brands have a bigger role to play than before and at PepsiCo we talk about Positive Brands. We want to inspire people to make better choices for them and the planet. We are developing programs that leverage the scale and power of our brand marketing to accelerate our sustainability journey and connect with consumers. And we recognized brands are only relevant to people to the degree that they connect to something meaningful in their lives; something bigger that connects to core human needs like community, security, control, connection, enjoyment, etc. When it comes to deploying distinctive assets, we have to be very humble as marketeers. Memory structures, distinctiveness, brand meaning is built over generations. As marketeers, we stand on the shoulders of the giants that went before us. I'm very humble to the generations of incredible marketeers who have built these brilliant brands. Thank you Kantar for recognizing PepsiCo in the BrandZ Top 100 Brands Global Report 2024. Check out the full conversation: https://lnkd.in/eE3mtGxZ #PepsiCoProud #BrandZ #Kantar

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𝐄𝐥𝐞𝐯𝐚𝐭𝐞 𝐲𝐨𝐮𝐫 𝐑𝐆𝐌 𝐂𝐚𝐩𝐚𝐛𝐢𝐥𝐢𝐭𝐲 Last week we posted our view on the five maturity stages in the roadmap to RGM excellence. At each stage, we have developed 10 key enablers to help consumer packaged goods companies transition to the next stage. To give you a sneak preview, let’s have a closer look at some of the key enablers around process, people and tooling.   𝐓𝐨 𝐠𝐨 𝐟𝐫𝐨𝐦 𝐚𝐝-𝐡𝐨𝐜 𝐭𝐨 𝐞𝐦𝐞𝐫𝐠𝐢𝐧𝐠 – companies need a more deliberate approach to revenue growth management. In this stage it is essential to start building a shared RGM language (i.e. frameworks, best practices, etc).   𝐓𝐨 𝐠𝐨 𝐟𝐫𝐨𝐦 𝐞𝐦𝐞𝐫𝐠𝐢𝐧𝐠 𝐭𝐨 𝐬𝐜𝐚𝐥𝐞𝐝 – skills need to be transferred from a select group of RGM experts to dedicated RGM teams. This can be achieved by creating standardized playbooks, training & certification schemes and automated dashboards.   𝐓𝐨 𝐠𝐨 𝐟𝐫𝐨𝐦 𝐬𝐜𝐚𝐥𝐞𝐝 𝐭𝐨 𝐞𝐦𝐛𝐞𝐝𝐝𝐞𝐝 – RGM needs to be integrated into the annual business planning cycle. Here is important to create simplified RGM frameworks which can be anchored in existing business planning core deliverables.   𝐓𝐨 𝐠𝐨 𝐟𝐫𝐨𝐦 𝐞𝐦𝐛𝐞𝐝𝐝𝐞𝐝 𝐭𝐨 𝐚𝐮𝐭𝐨𝐧𝐨𝐦𝐨𝐮𝐬 – RGM needs to be integrated into the day-to-day activities of marketing & sales managers by creating modular RGM frameworks that can be used as problem solving tools during in-year business performance reviews.   No matter where you are you in your RGM journey, we can help you advance to the next stage. At RGM Consulting, we don't rely on abstract theories. We combine our extensive, on-the-ground experience as RGM practitioners with evidence-based revenue growth management tactics to help consumer packaged goods companies strengthen their RGM muscle. It's the combination of theory and deep practical experience that separates us from conventional consulting agencies. Interested to learn how we can help you, drop us a message!   #RGMConsulting #RGMFoundations #RGMPractitioners #sciencebasedrevenuegrowthmanagement

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Double Jeopardy, the most renowned #marketing principle, isn’t universally precise for all brands and categories. Why? Because penetration is merely an outcome. Our analysis, spanning five years during the COVID-19 pandemic and high inflation, reaffirms that the relationship between a brand’s penetration and its frequency holds true. However, pinpointing a highly predictable estimate for an individual brand within a specific category is more challenging than commonly acknowledged. Read the full #thoughtleadership article from Paul Murphy and Steven Burr 👉https://lnkd.in/dm_BnVYV Worldpanel by Kantar #fmcg #consumerbehavior

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Beiersdorf: strong start of the year, top-line beat & raised guidance for 2024 Beiersdorf, where Nivea accounted for just under half of sales last year, now expects 2024 sales to grow by 6-8%, up from the "mid-single-digit" growth forecast in February. First quarter revenue of 2.6 billion euros ($2.76 billion) was up 7.3% on the same period of last year, beating the 6.2% growth expected by analysts China is also bouncing back stronger than expected To get all our insights, follow us/ subscribe to our CEOs newsletter: https://lnkd.in/eR8vDpvE #cpg #fmcg Unilever Procter & Gamble L'Oréal Coty The Estée Lauder Companies Inc. Kenvue https://lnkd.in/eVYw_Q5U

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🌟 #IpsosCannesLions2024 debrief 🌟 Want to get a preview of the biggest trends shaping our world? 🌎 Ben Page (CEO, Ipsos), Alexandre Guerin (CEO, Ipsos France) and Claire Emes (Chief Client Officer, Global Transformation, Ipsos) presented a sneak peek of the 2024 Ipsos Global Trends report at Cannes Lions last week. Ipsos Global Trends is the largest public survey in Ipsos’ history. This report is crucial for understanding customer and audience decision-making contexts. Watch now!

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Brands & Culture: An Intricate Dance 💃 The bond between brands and culture is a dance of complexity and intrigue. Brands shape culture while being shaped by it, creating a fascinating two-way street where perception and experience play a major role. ✨ Cultural Reflection: Brands mirror the values and quirks of their cultural backdrop. ✨ Cultural Impact: Brands influence culture by sparking new trends and promoting attitudes that become part of the cultural tapestry. ✨ Cultural Trailblazing: Brands push cultural boundaries, pioneering fresh concepts and challenging traditional norms. Let's peek at the star of the show: 🍫 Lacta, the iconic Greek milk chocolate brand. This symbol of 💕 love and everyday joys has collected over 160 global marketing accolades, including a few Cannes Lions and a Gold European Effie. Lacta is synonymous with love and connection. Gone are the days of handwritten 💌 letters, with messaging apps taking the lead and making our expressions more direct and casual. Keep calm, we've got this! Lacta, ever in tune with the cultural pulse, embraced the AI revolution with its "AI Love You" web app. This groundbreaking tool allowed people to whip up personalized love letters in seconds. All it took was inputting who you want to share love with and why, and your custom letter was ready to go! Recipients could view their AR magic moment by scanning a Lacta pack. The results were nothing short of mind-blowing! Over 200,000 love letters were sent, +1.8pp market share boost and a 40%+ revenue increase for Lacta. The Mondelez Europe gold digital award recognized Lacta’s 'AI Love You' campaign as the latest example of the brand's innovative prowess. The campaign proved that letter-writing is still alive and kicking, thanks to Lacta's thoughtful nudge. 💌 🍫 In a nutshell, the interplay between brands and culture is a dynamic give-and-take where brands draw inspiration from the cultural scene while leaving their own mark. It's a key ingredient in a brand's recipe for success and longevity. BRAVO team for your collective creative excellence 👏: Thomas Alexopoulos, Vasileia Leoni, Lia Garagani, Katerina Pantelopoulou, Ogilvy Greece, Panos Sambrakos, Angeliki Kornelatou, Katerina Androuli, Christina Alifakioti, Elena Vlagouli, Rania Davveta, Aristi Papadimitriou #teamMDLZ #AI #embracingAI #culture #brands #marketingexcellence #IloveLacta

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I am very excited to be speaking tomorrow at the Economist Impact 4th Annual Sustainability Week. During our fireside chat, I will be contemplating how companies can prioritise their social factors and measure their impact. A fantastic topic that aligns with BAT’s A Better Tomorrow purpose. There’s still time to join in for what promises to be a remarkable agenda. #SusainabilityWeekUS #EconomistImpact #Sustainability #ABetterTomorrow

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Strengthening the EU’s global competitiveness is crucial. As Vice-Chair of American Chamber of Commerce to the European Union (AmCham EU)’s Executive Council, I've shared some strategic actions we can take in our #Agenda4Action.

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