FMCG Promotion: Current Trends of 2025

The modern market of goods and services is highly dynamic and rapidly developing. New products are constantly appearing here, and there are those that simply go out of fashion, although just yesterday the demand for them exceeded supply. But in parallel with all this, we can also highlight products that do not lose their relevance from year to year. These are the products that can rightfully be called “eternal”. Surely many of you have already guessed that we are talking about Fast Moving Consumer Goods (FMCG), that is, about everyday goods. They are in stable demand on the market, but at the same time they cannot be called popular. It is this nuance that makes FMCG promotion quite difficult.

At the same time, we must not forget that modern buyers are becoming increasingly demanding not only of product quality, but also of service level. In order to stand out from the crowd and ensure customer loyalty in a highly competitive environment, businesses have to literally “reinvent the wheel”. Innovative technologies provide significant assistance here. Companies that would like to survive and develop effectively in the current conditions will need to be as flexible as possible and actively implement advanced solutions in their own work. That is, it is extremely important to monitor current trends. Those that can become the basis for the formation of the FMCG industry in the foreseeable future.

In today's review, we will pay attention to this issue. Now we will consider in more detail what the Fast Moving Consumer Goods product category is, we will get acquainted with the specifics of this market as a whole. We will provide a number of recommendations that will allow you to raise how to promote FMCG. We will also consider 10 trends that remain relevant in this area in 2025, as well as those solutions that should no longer be used in practice. The information provided will allow you to navigate this issue in detail and develop a strategy for promoting FMCG that will give the best result in your case.

We also suggest studying current trends for effective SEO promotion.

What are FMCG products: main categories

Consumer goods, that is, FMCG, are products that consumers buy on an ongoing basis with a certain frequency. This is what is actively and widely used in everyday life. These are products aimed at the widest possible segment of the consumer market. If we talk about examples, here first of all it is worth highlighting the products of such famous world brands as Johnson & Johnson, Procter & Gamble, L’Oréal, Pepsi, Colgate, Coca-Cola, Nestle. And this list can be continued for a very long time. But still, if we structure all everyday products, we can highlight 4 main categories:

1. Everyday. This includes food products, drinks, the shelf life of which is limited to several months, weeks or even days. That is, here everyday products are meat, fish, meat products, be it sausages, hot dogs, vegetables, dairy products, berries, greens, confectionery, bread, pastries and other similar things.
2. Long-term use. Here we are talking about goods that have a much longer shelf life, including those calculated in years. That is, they can be stored for quite a long time, stocked up for future use. Bright representatives of this category will be canned goods, vegetable oils, salt and sugar, medicines and various medications, household chemicals, cosmetics.
3. Seasonal. These are the product categories for which demand increases during a certain period of time. For example, closer to the summer season, users actively buy goods for beach holidays, sunscreen cosmetics. On the eve of autumn, stationery, backpacks and other school supplies are in high demand. Christmas tree decorations are most often bought on the eve of the New Year holidays, etc.
4. Goods for the home and holidays. This includes napkins, paper towels, disposable tableware, candles, cocktail straws, garbage bags, sandwich bags, batteries, light bulbs, matches and other similar goods.

Now you know the main types of everyday goods and understand that they are really bought a lot and with enviable regularity. If a few years ago, most of these purchases were made in regular stores, then the global pandemic of 2020 made its own serious adjustments: the online trade market for FMCG goods has grown by about 105% over the past period. Moreover, according to the results of last year, the volume of online sales of everyday goods exceeded 10% of the market as a whole. And these are the figures that should make you think about how exactly these goods should be handled at present, ensuring stable sales and increased loyalty from the consumer market.

Specifics of the FMCG market

Before moving on to the issue of promoting everyday goods, you need to understand the specifics of this market as a whole. There are a number of characteristic differences here compared to the sale of other product categories. In particular, the FMCG market is this:

• Constantly high demand. This is due to the fact that people constantly need such products. Accordingly, they are bought often and in large quantities. We buy the same food products every day. We also constantly use napkins or paper towels, washing powder, cleaning products, medicines. And this means that you need to buy them constantly as they are used up.
• Quick use. How many days will a liter of milk last you? How long does it take your family to use up a pack of tea? How many days does it take you to use up a tube of toothpaste? In most cases, this time interval is limited to several days, weeks, and less often - months. That is, timely replenishment of FMCG is required.
• Quite fast turnover. Everyday goods are what absolutely everyone buys. This means that they do not linger on sale either in regular stores or online. And so that you can always offer your FMCG customers, you yourself should regularly replenish your stocks with new batches.
• A very wide range. Today, the same everyday products are produced by a huge number of manufacturers and brands. This makes these products interchangeable, but at the same time it increases the competition indicators several times. Go to the store and pay attention to how many milk producers are represented on the shelves, what brands of juices are sold in your outlet? And there should be a buyer for each such product. That is, the level of active competition between different manufacturers in the FMCG niche remains at very, very high levels.
• Low cost and the associated impulse purchases. If we talk about the FMCG pricing policy, it is quite wide. But still, the cost of such products will not be high - they are aimed at the mass consumer. And this is the moment that stimulates the audience to make quick and easy purchasing decisions. They are often made impulsively. How many times has it happened that you go to the store for bread and leave with a bag of products that you could easily do without at the moment? And this means that there are higher sales volumes, and manufacturers receive a good and stable profit.

How the FMCG market is structured

The second nuance that must be taken into account long before the direct work on promoting everyday goods is the structure of the FMCG market. Today, there are 4 main levels, each of which gradually increases the final cost of the product through markups. This is how each representative of the business chain receives their income. So, we are talking about the following:

1. Level 1. This is the manufacturer of the goods directly or the importer, if we are talking about goods from foreign companies. These can be representatives of small, medium and large businesses that directly create the product. They are also responsible for choosing the most suitable distribution channels to the market. There are no markups here: the manufacturer sets the price for its products. Its income is the difference between this price and the cost of production.
2. Level 2. These are wholesale companies that have their own warehouses or distributors. The former take on the responsibilities of storing products and their timely transfer to the place where the final sale will be carried out. Distributors purchase products from manufacturers in large volumes, independently create a customer base, promote the product and independently deliver it to retail outlets. Here, the markup level is in the range from 10% to 40%.
3. Level 3. These are the sellers themselves. These can be fairly large retail chains, supermarkets, where, along with this product, goods of other brands will also be presented. The markup in this case can vary, starting literally from 5% and up to 100%. This is already an individual policy of the retail chain. Also, the goods can be sent to individual retail outlets. These can be small stores, kiosks or online platforms. The volume of purchases here will be much smaller, which is due to the low turnover and fairly significant purchase prices. The markup level here is on average within 30%. HoReCa businesses can also act as sellers. Here we include various cafes, restaurants, hotels. The markup level in this case will be as high as possible, up to 500%.
4. Level 4. These are the buyers themselves, that is, people who purchase FMCG for their own consumption. By and large, this entire chain we are talking about is aimed at the end consumer. It is his requests, preferences, specifics that are taken into account by each previous link, starting from the manufacturer producing the goods.

Practice shows that often in the real structure of the FMCG market there is no level 2. In this case, the goods go on sale directly from the manufacturer. And this means that markups are excluded here, namely 10%-40%.

Now that you understand what FMCG is, how the FMCG market is structured and works, you can proceed directly to getting acquainted with the issue of their promotion.

General recommendations for promoting FMCG

The sale of FMCG goods will mostly be accompanied by spontaneity, ease, speed. Imagine the situation: a young mother is walking with her child on the street, and he asks her for ice cream. What will she do in such a situation? It is unlikely that she will go online to look for reviews of a particular manufacturer, compare prices in different stores to buy a dessert cheaper. Most likely, she will just go to the nearest store, look at the assortment and choose the ice cream that the child and her wallet indicate. That is, here the focus will be on taste, manufacturer, price. But what will happen if the specific manufacturer that she bought before is not available in this store? With a high degree of probability, the mother will simply choose an analogue.

Let's assume how the situation will develop in the future using the same ice cream as an example. So, there is a store right in the yard of the house, next to the playground, where this mother most often buys dessert for her child. She is used to buying ice cream from a certain manufacturer, since it suits her in quality, price, and the child likes it. And if one time the product of this brand is not available in the store, she will buy an analogue, but next time she will return to her favorite manufacturer. But what will happen if this ice cream is not on sale for a long time in this outlet? This mother will simply switch to a similar product of another brand.

It is interesting that all those actions that we have been describing for quite a long time, in reality, people perform as quickly as possible, without even thinking. It is this factor that must be taken into account without fail when promoting everyday products. And the first point that must be taken into account is ensuring the constant presence of your brand's products on store shelves. This will be enough for people to buy it without thinking. And all this will be relevant not only for regular stores, but also for online points of sale, with the difference that the buyer will not have a real display case, but a virtual one.

Here are a number of recommendations that should be taken into account when promoting FMCG:

• Don't skimp on Internet advertising. Here we are talking about both mass and quality. This is what will allow you to reach the widest possible audience present on different channels. It is important for you to demonstrate the advantages of the product as much as possible, to show what benefit the buyer will receive from purchasing it. That is, it is important to show the value.
• Focus on the emotional component. FMCG is a category of products, purchases of which are often made on emotions, and not on rationality. It is very important to take this aspect into account already at the production stage, thinking through the packaging design down to the smallest detail, focusing on pleasant sensations and good associations.
• Get away from banality. It is important to make the product different from competitors' products. This is what will make it stand out from its analogues. And if it turns out that the price is approximately the same everywhere, then the buyer will choose a more interesting and originally designed product, even if its content is identical to competitors.
• Stick to loyalty in pricing policy. It is important to make your product available to the widest possible segment of the consumer market. Of course, modern buyers have different financial capabilities, but you should focus on absolutely everyone. Think about how you can reduce the final price: optimize production costs, logistics, automate some business processes, etc.
• Try to interact with the audience through images that are understandable to them. For everyday products, this could be a home, family values, love, children, pets, cozy home holidays, etc.
• Constantly work to increase market loyalty to your brand, its recognition. It is important to understand that FMCG buyers will bet on products that they already know, have seen their quality, and those that other people speak well of. This means that it is important for you to introduce your audience to your products. This can be done by launching themed events, special competitions, sweepstakes, promotional offers, and other similar marketing activities.
• Make sure that in regular stores your products are placed at the buyer's eye and hand level. This will make it easier for people to get to know the product, study its composition, and pay attention to the quality. Put yourself in the buyer's shoes: will you reach for the top shelf or squat down, bend over to study the product? If we are talking about online stores, it is important to provide the highest quality navigation on the site, think through a filter system, and provide a quality description. This is what will allow the buyer to navigate the assortment as quickly as possible and easily find the right product for themselves.

All these are basic recommendations that will be relevant for absolutely all everyday products and at all times. But still, today there are a number of trends in FMCG promotion that will allow you to stand out from the competition and ensure a stable flow of customers.

TOP 10 current trends in FMCG promotion in 2025

Now let's look at 10 trends in the promotion of everyday products that remain highly relevant this year and, with a high degree of probability, in the long term:

1. Organization of smart analytics directly at the point of sale level. Companies that sell FMCG have become extremely active in using specialized tools for intelligent sales analytics at the level of each individual store. To implement such ideas, local data processing, cloud technologies, including a computer vision system, and machine learning are used. This is what ensures more efficient and faster store operation, allows you to receive instant information about customer behavior, the availability of goods on the shelves in a regular store or in the warehouse of an online platform. If we talk about regular stores, you can install video surveillance cameras and integrate them with a computer vision system. As a result, empty spaces on the shelves will be recorded automatically, and you will be able to instantly replenish the goods, ensuring that the display case is always full.
2. Direct sales and uniqueness. Most modern businesses are actively working to combine online and offline sales channels. This is what allows for a seamless shopping experience. Modern consumers switch between regular and digital stores quite easily and quickly. They can go to the site, study the assortment, choose the products they need, and then place an online purchase with delivery to the outlet, or even home. Many brands today have begun to organize direct sales, developing their own D2C channels (Direct-to-Consumer), that is, from the manufacturer to the buyer. In this case, the brand takes control of the sales process, starting from direct acquaintance with the product and up to after-sales service. Thanks to this, all information about the target audience is under the company's control, which allows it to build long-term relationships with consumers, personalize offers and get rid of intermediaries.
3. Voice technologies and the use of generative artificial intelligence. We can talk for a very long time about the impact AI can have on modern business. But the essence is that neural networks can radically change the entire process of creating products, from generating the ideas themselves to developing an original packaging design. Systems running on artificial intelligence can instantly collect information about consumer preferences and current market trends. As a result, brands will release those products that will already obviously meet the needs of buyers. This guarantees stable demand and good sales. Generative AI will predict demand based on previous sales, taking into account seasonal fluctuations and the economic situation on the market. As a result, you will be able to avoid a shortage of goods or, conversely, their excess availability in warehouses. Modern voice technologies are a universal interface for placing orders. A business can easily connect a speech recognition system that will understand not only different languages, but also local dialects. All this will make shopping more convenient and accessible for customers and the business itself. Practice shows that the use of such technology speeds up the customer service process by an average of 40% and minimizes errors in orders.
4. Involving social networks and bloggers in the promotion of goods. Digital marketing is a direction that does not lose its relevance in the promotion of everyday goods. For quite a long period of time. The audience is moving away from classic advertising on television or billboards. Advertisements in search engines are also losing their effectiveness due to the development of the so-called "banner blindness". But advertising in social networks gives maximum efficiency. The audience actively subscribes to various bloggers and follows their recommendations. Here, a truly trusting relationship with consumers is formed, which allows influencers to influence behavioral factors. Don't miss this opportunity to ensure effective promotion of FMCG, including among the younger, so to speak, digital generation.
5. Focus on products for quality longevity, emotional balance. Everyday goods can be different even in the same segment. So, along with the classic products that we are used to seeing everywhere around us, options that meet more extraordinary audience demands have also begun to actively appear on the market. Those that help improve mood, provide assistance in combating stress, and also improve the quality of life in general. The modern audience is more focused not on how to treat certain diseases, but directly on preventing health problems, increasing the period of active life. This trend automatically creates an increased demand for functional products rich in antioxidants, probiotics, adaptogens. Today, many brands have begun to produce products adapted to the age of consumers, certain problems. As an option, these can be drinks that improve memory, the so-called "healthy" snacks, maintaining a decent level of energy for people over 50, etc. That is, it would not be superfluous to launch similar FMCG lines for your company, following the current trends of our time.
6. Analytics and big data. Using these tools and solutions in practice will allow you to develop the most effective marketing strategies aimed at promoting everyday goods. We are talking about the ability to analyze user data, behavioral factors, and preferences in more detail. Thanks to this, the launched marketing campaigns will be more personalized and adapted to current market trends. It is convenient that most of these processes can be automated. As a result, you will receive the most structured and detailed information, which will become the basis for a future advertising strategy.
7. Conscious consumption. This is another modern trend. Nowadays, consumers try to make a minimum of impulsive purchases. They are used to going to the store with a planned list, buying only what they need at the moment. People realized that this is a great opportunity to save money and began to use conscious consumption quite actively. In parallel with all this, there is fatigue from excessive information, too wide a choice. All this automatically creates a demand for ready-made product selections. Special AI assistants are quite actively used here, making personal recommendations for a user request. Let's say you decide to cook borscht. As a result, the AI assistant will make you a set of products that you will need to buy. And you can be sure that it will not forget about sour cream. Businesses can also use these opportunities for their own purposes, for example, releasing ready-made sets of products for preparing certain dishes. This way, customers will spend a minimum of time on the purchase, appreciate its convenience, savings and will actively use it in practice.
8. Focus on environmental practices, sustainable development. These are the moments that can also be safely called the norm of our time. Today, consumers have become more conscious about the environment, which means that you need to take this trend into account when promoting FMCG. Here we are talking about moving away from polyethylene products as packaging, using recycled materials, energy-saving technologies. This is your chance to strengthen your position in the market, demonstrate to customers your commitment to the values that they also share. In this way, you will ensure a fairly effective development of the company. By making minor adjustments to your own products, their packaging, you can attract the attention of environmentally conscious consumers, the number of which is increasing every day.
9. Using augmented or virtual reality to improve the shopping experience. These are the technologies that have begun to be actively used by modern businesses, including in the field of FMCG sales. We are talking about innovative high-tech solutions that can provide the consumer not only with high-quality products, but also with new impressions. Thus, the use of virtual or augmented reality is your opportunity to make your products more attractive to the audience, improve the process of interaction with them. As a result, interest in the brand increases, positive emotions, and loyalty improves. Alternatively, you can launch a kind of virtual tour of stores, use a tool that will show how this or that product will look in your home or how certain cosmetics will look on your face, etc. Thanks to all this, the choice is significantly simplified, the level of satisfaction on the part of the buyer increases.
10. Application of digitalization. The implementation of such an idea is also based on artificial intelligence. With its help, you can significantly increase the efficiency of the production itself, improve the supply chain, and more. In many ways, we are talking about the use of automated solutions that can help in forming a positive brand image, increasing consumer satisfaction. Machine learning, computer vision, etc. are used to implement such ideas. Many business representatives are already actively using automated support chats in their work, effectively interacting with the built-in CRM system. Thanks to this solution, customer service will be transferred to a new level, which will have a positive effect on their loyalty.

Now that you know the current trends in FMCG promotion, you can choose the options that will be most effective in your work. Bet on advanced solutions, because this is your chance to effectively stand out from the competition, get around them and win your large audience.

FMCG promotion trends that have lost their relevance today

To ensure the most effective promotion of everyday products, it is also necessary, among other things, to know which aspects and tools have already lost their relevance today, in order to completely eliminate them from consideration. In particular, we are talking about the following aspects:

• Classic retail formats. Due to the active development of digitalization, the use of e-commerce, traditional solutions are gradually fading into the background. It is important to understand that the audience today is betting on convenience, efficiency, simplicity.
• Static pricing. Those solutions, within the framework of which the cost of products was revised every month, are no longer interesting to consumers. The bet should be on flexibility, dependence on demand, competitors' actions, time of day. Large retailers are already quite actively using smart pricing systems that allow automatic price adjustments depending on external factors, while ensuring stable sales and maximum profit.
• Inconsistency with eco-friendly trends. This is due to the fact that the environmental awareness of modern consumers is constantly increasing, which we have already mentioned above. And if you do not follow them, if you ignore such a requirement, then you risk losing a significant market share: people stop trusting those manufacturers who do not care about nature.
• Standard solutions. Modern consumers are looking for uniqueness, originality. And this is what threatens the usual mass production, as a result of which a huge number of standardized products enter the market.
• Mobile applications that do not use artificial intelligence technologies. The usual browsing of the catalog, tracking the accumulated points - this is already a passed stage of such software products. When interacting with them, consumers want to see personalized selections, recommendations, special offers, more technological search. This is what machine learning tools can provide. Implement artificial intelligence into your applications to adapt them to modern customer requirements.
• Premium products. Of course, there are still those buyers who are looking for luxury products for everyday use. But still, the majority of consumers rely on affordability, quality, functionality. If you have been working in the premium segment until now, reconsider this value. This is what will open up access to a new large audience.

Follow these recommendations and see for yourself how effective FMCG promotion can be in practice.

Summing Up

Everything we talked about in today's review allows us to confidently say that today, as well as in the foreseeable future, the FMCG industry is facing new challenges. And in order to survive in changing conditions, companies need to monitor current trends and adapt to them as quickly as possible. Otherwise, even a regular audience will go to their closest competitors. Digital technologies provide unique opportunities. They need to be implemented in your work, because this is what will allow you to take a leading position in the market.

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