The FMCG items such as grocery, toiletries, easy-to-cook foods, are essential for our daily lives. They are called fast moving because they are the quickest to get sold from the supermarket shelves. They are also called Consumer Packaged Goods (CPG) brands. They are inexpensive and tangible products which can be produced in advance and can be stored to be consumed later.

The brand managers need to handle these brands tactfully to generate more revenue as there is fierce competition in the FMCG market. If a product does not meet the consumer’s expectations, there is always other brand ready to take the advantage.

Examples of FMCG − Unilever’s Dove Bodycare, Colgate Palmolive’s oral care, Godrej, Dabur, Burges Olive Oil, etc.