Consumer Trends in the FMCG Sector : A Strategic Workbook Approach
Huotelin, Emmi (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120833652
https://urn.fi/URN:NBN:fi:amk-2025120833652
Tiivistelmä
The thesis examines the Finnish FMCG (Fast-moving consumer goods) sector, focusing on the food industry environment and how companies adapt to changing consumer trends and behavior. The food industry was chosen as the subject of the study because it represents one of the most significant and trend-sensitive industries in the FMCG sector, where changes in consumer behavior are visible quickly.
The research problem is how FMCG companies can strategically respond to consumer trends in order to develop their competitiveness and adapt to market changes. The research answers the questions: what are the most important consumer trends that food companies need to adapt to in strategic planning, and how companies adapt their operations in accordance with the trends. The theoretical framework of the thesis is based on the areas and tools of the strategy process, such as SWOT analysis, Porter's five forces model and value-based competitive strategies.
The research method used in the thesis was constructive research, in which the development task was to create a Strategy workbook. The research material consisted of annual reports, market research and consumer reports of food industry companies. The methods – document analysis, scenario work and benchmarking – were chosen because they enable a systematic, comparative and research-based perspective on the strategic reactions of companies without interviews. The research proceeded in stages: first, market research and reports describing consumer behavior and market development were examined using document analysis, on the basis of which key consumer trends were identified. After this, three future scenarios (optimistic, pessimistic and realistic) were drawn up based on these trends. In the final stage, the annual reports and activity reports of three Finnish food industry companies were benchmarked, which was used to assess how the identified trends are reflected in the companies' strategic solutions.
The result Strategy workbook provides a tool for identifying and utilizing consumer trends in strategy work. The workbook is based on the research part of the thesis and the theoretical framework of strategic management, which provided the scientific basis for the structure and content of the tool. It combines the key models of strategic management and research results into a practical tool that helps companies turn consumer trend insights into strategic actions. Although the workbook was developed for the FMCG sector, it’s applicable to other industries that face changes in consumer behavior and market trends.
The research results show that competition in the Finnish FMCG sector is multi-faceted, and is particularly affected by price awareness, the growth of private labels, and consumers' growing interest in responsibility. The companies studied respond to these challenges by developing cost-effective and responsible products, strengthening their brands, and utilizing digitalization. The research highlights the importance of strategic agility and foresight in rapidly changing markets and provides a model that can be used more broadly in other consumer product industries. The work provides a new approach to strategy work that combines theory, research, and practical development.
The research problem is how FMCG companies can strategically respond to consumer trends in order to develop their competitiveness and adapt to market changes. The research answers the questions: what are the most important consumer trends that food companies need to adapt to in strategic planning, and how companies adapt their operations in accordance with the trends. The theoretical framework of the thesis is based on the areas and tools of the strategy process, such as SWOT analysis, Porter's five forces model and value-based competitive strategies.
The research method used in the thesis was constructive research, in which the development task was to create a Strategy workbook. The research material consisted of annual reports, market research and consumer reports of food industry companies. The methods – document analysis, scenario work and benchmarking – were chosen because they enable a systematic, comparative and research-based perspective on the strategic reactions of companies without interviews. The research proceeded in stages: first, market research and reports describing consumer behavior and market development were examined using document analysis, on the basis of which key consumer trends were identified. After this, three future scenarios (optimistic, pessimistic and realistic) were drawn up based on these trends. In the final stage, the annual reports and activity reports of three Finnish food industry companies were benchmarked, which was used to assess how the identified trends are reflected in the companies' strategic solutions.
The result Strategy workbook provides a tool for identifying and utilizing consumer trends in strategy work. The workbook is based on the research part of the thesis and the theoretical framework of strategic management, which provided the scientific basis for the structure and content of the tool. It combines the key models of strategic management and research results into a practical tool that helps companies turn consumer trend insights into strategic actions. Although the workbook was developed for the FMCG sector, it’s applicable to other industries that face changes in consumer behavior and market trends.
The research results show that competition in the Finnish FMCG sector is multi-faceted, and is particularly affected by price awareness, the growth of private labels, and consumers' growing interest in responsibility. The companies studied respond to these challenges by developing cost-effective and responsible products, strengthening their brands, and utilizing digitalization. The research highlights the importance of strategic agility and foresight in rapidly changing markets and provides a model that can be used more broadly in other consumer product industries. The work provides a new approach to strategy work that combines theory, research, and practical development.