Transforming Trade Spend

Investing for Impact

Getting less for more is always an unsustainable equation, and trade spend is no exception. Most fast-moving consumer goods (FMCG) companies have made small concessions to increasingly powerful retailers over the years, and are now struggling to regain lost ground to shore up their margins. It’s a difficult process, but worth the effort: FMCG companies that improve trade spend can improve gross margins by 2 to 3 percent within a year.