Top trends in Trade Promotion Management for FMCG

Our global study highlights how FMCG leaders will continue to prioritize Trade Promotion Management processes and technologies to deliver growth.
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This year, Kantar surveyed the world’s leading figures in the FMCG industry to better understand the aftermath of the pandemic and the forecast ahead.

For CPGs, the pandemic created growth conditions for volume, profitability, and revenue. Yet, most companies indicated their 2020 total trade spend was lower or the same as 2019, breaking a growth trend from previous years.

Looking towards 2022, FMCG organizations are renewing their commitment to value and profitability growth and indicated their intent to increase trade promotion effectiveness as a support mechanism.

Overall, the ambition to improve Trade Promotion Management (TPM) is widespread across consumer goods manufacturers. Two out of three organizations say they still lack the right support for TPM processes, and most CPGs indicate their intent to invest in processes, capabilities and technologies to deliver against their ambition. 42% say they “will scale existing trade promotion solutions across business units and/or regions”, 43% “will invest in embedding new AI driven analytics into existing TPM solutions and processes”, and (the highest priority) 47% say they will invest to “review and improve TPM processes”.

In a post-pandemic environment, characterized by changes in consumer, shopper and trade dynamics, it is critical for FMCG companies to equip their organizations with AI-enabled and data-driven TPM processes to fully empower their teams, streamline processes, scale across the organization, and activate insights to action.

If you would like to learn how Kantar industry experts and solutions can help your organization to drive successful TPx digital transformation programs and fast-track growth post-pandemic, contact us at

To access the full results of our “Revenue Management at the Wake of Economic Recovery” survey, fill out the form below.

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