Fast-moving consumer goods

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Store aisle of fast moving consumer goods
Soft drinks are FMCGs

Fast-moving consumer goods (FMCG) are products that are sold quickly and at a relatively low cost. Examples include non-durable household goods such as packaged foods, beverages, toiletries, over-the-counter drugs, and other consumables.[1][2]

FMCG or CPG (consumer packaged goods) as it is known in the Americas are terms used interchangeably depending where you are in the world. Across most of Europe, Asia and Oceania the term FMCG is used while CPG is used in the Americas.

Characteristics[edit]

The following are the main characteristics of FMCGs:[1]

  • From the consumer perspective
    • Frequent purchases
    • Low engagement (little or no effort to choose the item)
    • Low prices
    • Short shelf life
    • Rapid consumption
    • Price Comparison over online purchase by customer.
  • From the marketer perspective

Rural consumers[edit]

Consumers in rural areas typically purchase goods from nearby towns and villages. Recently, there has been a shift in consumer purchase behavior towards purchasing locally, that has prompted the need for better local promotional efforts to generate brand awareness in small towns. FMCG's play a large part in the economy, as inelastic products that touch every part of consumer life in one way or another. Businesses that supply FMCG's to a rural community can help provide employment opportunities, as well as drive down the cost of such products in those rural areas. For instance, the FMCG sector in India is the 4th largest sector in its economy and generates employment for more than 3 million people in downstream activities.[3]

ISIC definition[edit]

The retail market for FMCG's includes businesses in the following International Standard Industrial Classification (ISIC) (Revision 3) categories:[4]

  • ISIC 5211 retail sales in non-specialized stores
  • ISIC 5219 other retail sales in non-specialized stores
  • ISIC 5220 retail sales of food, beverages and tobacco in specialized stores
  • ISIC 5231 retail sales of pharmaceutical and medical goods, cosmetic and toilet articles
  • ISIC 5251 retail sales via mail order houses
  • ISIC 5252 retail sales via stalls and markets
  • ISIC 5259 wholesale goods
  • ISIC 5269 wholesale medical prescriptions

Supplier industries for FMCGs include:

  • 1512 fish and fish products
  • 1513 fruit and vegetables
  • 1514 vegetable and animal oils and fats
  • 1520 dairy products
  • 1531 grain mill products
  • 1532 starches and starch products
  • 1533 animal feeds
  • 1541 bakery products
  • 1542 sugar
  • 1543 cocoa, chocolate and sugar confectionery
  • 1544 macaroni, noodles, couscous
  • 1549 other food products
  • 1551 spirits, ethyl alcohol
  • 1552 wines
  • 1553 malt liquors and malt
  • 1554 soft drinks, mineral waters
  • 1600 tobacco products
  • 2101 pulp, paper and paperboard
  • 2102 corrugated paper, containers
  • 2109 other articles of paper and paperboard
  • 2424 soap and detergents, cleaning preparations, perfumes
  • 2430 men's and women's inner garments, shaving gels, deodorants, personal care, home care

Fast-moving consumer electronics[edit]

Fast-moving consumer electronics are typically low-priced generic items with many comparable alternatives offering similar functionality. Examples of consumer electronics include: mobile phones, MP3 players, game players, earphones, headphones, OTG cables, and digital disposable cameras.

See also[edit]

References[edit]

  1. ^ a b Ramanuj Majumdar (2004). Product Management in India. PHI Learning. pp. 26–27. ISBN 978-81-203-1252-4. Retrieved 2010-06-19.
  2. ^ Sean Brierley (2002). The Advertising Handbook (2nd, illustrated ed.). Routledge. p. 14. ISBN 978-0-415-24391-9.
  3. ^ Singaravelu, Dr. K. (October 2013). "Rural Consumer Behaviour on Fast Moving Consumer Goods" (PDF).
  4. ^ Aydın Çelen; Tarkan Erdoğan; Erol Taymaz (June 2005). "Fast Moving Consumer Goods Competitive Conditions and Policies" (PDF). Economic Research Center, Middle East Technical University. Retrieved 2007-07-09. Cite journal requires |journal= (help), p.2-4