Strategic Priorities for FMCG Leaders in Europe

2025 and Beyond

Strategic Priorities for FMCG Leaders in Europe

The European fast-moving consumer goods sector is undergoing significant realignment in 2025. The following analysis addresses the strategic priorities for CEOs and CMOs across the region, considering the pressures created by economic conditions, shifting consumer expectations, and technological advancement.

In recent years, the sector has struggled with supply chain disruption, inflationary pressures, and shifting distribution models. These challenges have forced leadership teams to rethink growth plans and reconsider how they deliver value.

In this context, Unilever is investing over €150 million to revamp its European homecare supply chain, encompassing brands like Persil, Omo and Comfort. The initiative includes building new factories, adding warehouses and upgrading production lines. This transformation addresses years of underperformance and adapts to evolving post-pandemic consumer behaviours. Notably, Unilever has introduced products tailored for shorter wash cycles, aligning with the growing demand for quick and efficient cleaning solutions. These efforts have contributed to a 13% growth in its European homecare sector in the first half of 2024, primarily driven by increased sales volume. (Source: Reuters)