Top European Consumer Goods Embrace Commercial Excellence

A recent McKinsey survey highlights that leading European consumer packaged goods (CPG) companies are leveraging commercial excellence to outperform their competitors. The report identifies four best practices that top performers frequently implement, including simplifying product portfolios, which helps reduce complexity and operational costs. Despite the recognition of the importance of these capabilities, only one-third of CPG leaders believe their capability-building efforts are effective, underscoring the rapid changes in the industry. The survey indicates that the gap between top performers and their peers is widening due to these best practices. This trend emphasizes the need for CPG companies to adapt quickly to maintain competitive advantages in the evolving market landscape. As the industry continues to shift, those who effectively adopt and execute these strategies will likely see significant growth in revenue and market share.