Q:

What are FMCG products?

A:

Fast-moving consumer goods are products that are relatively inexpensive and tend to sell quickly. Some examples include soft drinks, alcoholic beverages, candy bars and chewing gum.

FMCGs generally do not make the manufacturer or retailer much of a profit individually but can generate a good profit on total sales because the product sells quickly and in great quantity. Some businesses, such as convenience stores, base their sales model almost entirely on the sale of FMCGs.

FMCGs are usually consumables or nondurable goods. They are typically items that consumers purchase frequently, expend little effort or research before purchasing, and pay a small amount of their disposable income to acquire. Qualities of FMCGs from a marketer's perspective are low contribution margins, high volume, high turnover of stock and extensive distribution networks.

Some other examples of FMCGs include general foods, toiletries, cleaning products, over-the-counter medications, small toys, tobacco products, cosmetics, tissues, laundry detergent, fabric softener, air fresheners, plastic utensils, paper plates and containers, and animal feed. Major producers in this market include Colgate-Palmolive, Coca-Cola, General Mills, H.J. Heinz, Henkel, Johnson & Johnson, Kimberly-Clark, Kraft, L'Oreal, Nestle, Procter & Gamble, Reckitt Benckiser, Sara Lee, SC Johnson and Unilever. Professional career paths in the field generally start out with entry-level work, such as sales or financial analysis, and move onward to management roles.


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