The global giants of FMCG have embraced focus and are reaping the benefits, getting behind a tighter set of brands and categories to drive record profits.

As our annual review of the Global 50 FMCG Giants shows, this profitability has not come at the expense of growth. Focus on a core set of categories has helped the giants win in those categories around the world, with developing markets now achieving real scale and profitability for many of the Global 50.

Whether such lofty performance can be maintained in today’s more challenging conditions remains to be seen, but there is little doubt that the leaders will continue to reap the benefits of focus through the downturn.

As reported by Noli Dinkovski in The Grocer 2 August 2008.

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