Consumer goods growth is concentrated.
Where to find it, and why it matters now.
The difficulty is real. Volumes are under pressure in several categories. Consumers in developed markets are trading down, buying less, or switching to private label. Some companies that spent years extracting price are now running out of road.
None of that is invented.
Still, the full story is not a catastrophe. Across a well-documented set of businesses, volume and value growth are happening right now—not in spite of the environment, but within it. Companies that achieve this aren’t simply fortunate; they opt to pursue growth, understand how to capture it, and disclose visible results in physical demand. This clarity sets up what follows.
