FMCG branding rules and trends from FINE agency Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine

FMCG branding rules and trends from FINE agency Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine


What is the abbreviation FMCG? These letters cover a vast market for the most purchased products. Simply put, this is a market for everyday goods, the demand for them is very high.

FMCG market segments include the following product groups:

  • food products;
  • the drinks;
  • household chemicals;
  • decorative and care cosmetics;
  • Clothes, shoes, accessories;
  • goods for children - toys, clothes.


It is not surprising that with such a list of products, the FMCG market is overcrowded and the level of competition in it reaches critical levels. It is very difficult to become a leader in such conditions; you need to find a special approach and a unique selling proposition.


Key features of the FMCG markets:


  • high rate of circulation of goods;
  • low level of profitability;
  • high demand;
  • low rates of customer engagement;
  • goods are easy to replace.


The audience very often buys products from the FMCG markets. After all, we need food and basic necessities every day. Actions are often repeated: selection, purchase. As a result of regular repetition, typical consumption patterns are formed and a brand platform is formed.

Oddly enough, manufacturers' profits are not high. This is due to the low sales margin.

The target audience generates a daily high demand for everyday products. This makes it very easy for owners to save.

The products of the FMCG market sectors are, in fact, a routine due to the high frequency of purchases. Interest in the acquisition process is lost, concentration of attention decreases. The audience buys products according to the usual scheme, and the actions reach automaticity, product groups have been selected long ago and the list of options is minimized.

The market for goods is so saturated that any product can be easily replaced with a similar one.

Additional difficulties are created from a number of restrictions and negative factors inherent in the FMCG market sectors.


These factors are considered:


  • the large number of products on the market provides a wide choice of consumer groups, as well as control the range of products;
  • the product is sold according to a certain scheme, which includes a certain number of intermediaries. There are also a great many distribution channels, which creates a lot of difficulties. For a new product to enter the market, the manufacturer has to pay a high price;
  • due to the huge choice, the line between the prices of goods practically disappears, it is very easy to compare and contrast them;
  • new products require branding, brand positioning in the market. In the face of tough competition, it is very difficult to develop a unique packaging design that sells, so that it stands out favorably on the counter;
  • emotional and thoughtless purchases.


Leading brands of FMCG markets


All brands and trademarks of the FMCG segment are divided into several main groups:


  • mono-brands - a category of goods that is presented under one name on the market. An example is Coca-Cola - the trade mark produces only one type of product - a soft drink;
  • brands that focus on a small list of products - 2 or 3. For example, Cadbury Schweppes - a manufacturer of drinks and confectionery treats;
  • multibrands are firms that produce many product groups. Notable examples: Unilever and Nestle.

Don't know where to start when entering the FMCG sector in Kiev and throughout Ukraine? Seek qualified help from the FINE branding agency Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine specialists.