The demand is clearly shifting towards specialists in data analysis and revenue management, e-commerce and performance marketing, automated production and lean operations, supply chain and procurement management, as well as sustainability and packaging development.

Competition arises less from the product alone and more from brand, speed, data, and delivery capability. The bottleneck is qualified, digitally savvy talent—not production capacity.

The FMCG industry is undergoing a fundamental shift from volume-driven mass production to data- and brand-centric business models. This transformation is taking place amid considerable margin pressure, as volatile raw material and logistics costs, the power of large platforms, and strict regulatory requirements are weighing on traditional business. Leading market players are responding to these challenges with massive investments in digitalization and supply chain resilience. The focus is increasingly shifting to direct customer access via e-commerce and direct-to-consumer models, as well as to the development of sustainable product and packaging concepts.