Posted in Marketing and Strategy Terms, Total Reads: 5420
Definition: Fast Moving Consumer goods(FMCG)
Fast Moving Consumer goods refer to items that are purchased and consumed frequently by consumers. These are non durable items, which have relatively low prices. The main product categories that fall under FMCG include:
Personal and Household care: Personal care includes toiletry items of everyday use such as toothpaste, soap, shampoo , hair oil, deodorant, perfume, talcum powder and creams and lotions used for skin care. Household care items include items required for maintenance of household cleanliness such as floor cleaners, dish and utensil cleaners, toilet cleaners, air freshners, and mosquito repellents etc. Washing related items such as detergent, washing powder are also included in FMCG category.
Food and Beverages: Easily perishable items such as fruits and vegetables and meat as well as items with relatively longer shelf life such as confectionery, chocolates, flour, sugar, cereals, baked items such as biscuits, cakes and cookies , snacking items, ice creams fall under the food category. Beverages category includes coffee, te, fruit juices, health drinks and bottled water are included.
From the perspective of consumers, FMCG is: frequently purchased (once or more a month ), easily purchased i.e not much thinking/comparison between products carried out before purchase , low investment required for purchasing these items. Typical purchase points for FMCG include local kirana stores, grocery stores, supermarkets and hypermarkets.
From a retailer’s perspective, FMCG have low margins, high shelf turnover and high volume sales items. Since levels of involvement are low for the purchase decision firms rely heavily on advertising and promotion to increase sales.
Some of the key players in the international market include – Unilever, Procter& Gamble, Colgate-Palmolive, and Nestle. Prominent FMCG companies of Indian origin include – ITC, Dabur, Marico, Parle, Cavin Kare, Britannia, Tata Global Beverages etc.