Consumer Goods: Commercial Resilience
COVID-19 severely impacted consumer goods manufacturers. Depending on the category offered, short term demand increased or decreased. Yet, the long term business model impact is here to stay due to changing consumer behavior and channel shifts.
We can forget about the alphabetical recoveries (V, W, L) we know from other crises. Companies that understand and adjust timely to the wave of ups and downs ahead of us will emerge as winners. From fast-moving to durable goods, branded to private label, and from bricks-and-mortar to online routes to market, commercial resilience is a must.