Post by Pedersen & Partners

Resignation isn't loyalty. And FMCG is confusing the two. Two senior FMCG executives stress-tested that claim - here's what they found. In a new article from Pedersen & Partners, Johan E Wahlström, Client Partner based in Amsterdam and Madrid, specialising in FMCG, Consumer Health, and Manufacturing, and Alan Thompson, board-level CEO and Senior Advisor to private equity and PLC businesses across consumer products, health, and personal care, debate whether FMCG is facing a structural trust problem or relying on the resilience of strong brands. A few points stand out:  - Consumers may notice shrinkflation, but the real question is whether they leave, or simply stay out of habit.  - Private label growth is not uniform across categories, but the erosion of the quality gap should not be ignored.  - Innovation, honest pricing, and commercial execution are becoming leadership questions, not just brand or sales questions. The article does not argue that strong brands are finished. It asks a sharper question: are some FMCG companies confusing consumer resignation with genuine loyalty? Read the full article below.