Antoine PORTMANN

On this World Environment Day, let's reflect on our responsibility in preserving and revitalizing the planet we call ‘home’. At Mars, we believe the world we want tomorrow starts with how we do business today - one where the planet is healthy, people and pets are thriving, and society is inclusive. As a proud Associate of Mars for over two decades, I am united with our 140,000+ Mars Associates worldwide in our commitment to create a healthier planet and sustainable future. Here in India, we are deeply invested in initiatives that empower farmers, reduce our carbon footprint, promote water stewardship, and minimize plastic waste. Our Mars Net Zero 2050 Roadmap stands as a testament to our commitment—a roadmap that fills me with immense pride. But let's not forget, our journey to a greener planet is built on everyday choices. Every small act matters, and each of us plays a crucial role in safeguarding our environment and driving positive change. Together, let's pave the way for a healthier planet! Happy World Environment Day! #WorldEnvironmentDay #Sustainability #MarsWrigleyIndia #TogetherWeCan

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Are premium innovations all the #CPG players have to offer to (cost-of-living-stressed) consumers? At a time all #FMCG companies are doubling down on organic growth, most are accelerating their innovations machine, often with premium priced innovations. That could end up being a large resources misallocation (dilution of scarce shelf space, marketing investments, supply chain & organizational resources) & a major strategic misstep for many At a time the largest threat is de-consumption, more premium priced innovations will just not cut it The painful truth is that too many FMCG marketing organizations do not own the 4Ps and are solely focused on ‘global innovations/ marketing campaigns’. Then the organizational bias/ 'default setting' is to try to solve all brands’ problems with those two levers (global product innovations & media) In the current context, those could be deadly mistakes We continue to be amazed by the little resources that get into: i)  Generally, understanding rigorously Consumers, esp. their barriers/ drivers/ triggers/ 4Ps preferences ii) Specifically understanding what: - The Heavy Consumers have in common/ try to recruit more of them - Are the addressable lapse/ non-users’ barriers iii) Leveraging strategic segmentation to identify under-served segments & craft ownable strategies to address them iv) Rethinking how to recruit/ retain Consumers with innovative marketing/ point of market entry strategies Etc… Marketing leaders need to have a holistic view on what are the levers across all the 4Ps that will drive the most disruptive return There will be no sustainable (volume) growth outperformance in many FMCG organizations without strenghtening the Marketing Function & giving them formally full 4Ps ownership. That goes against the last decade Doxa but it is essential 𝗧𝗼 𝗸𝗻𝗼𝘄 𝗺𝗼𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝗼𝘂𝗿 𝗽𝗲𝗿𝘀𝗽𝗲𝗰𝘁𝗶𝘃𝗲 𝗼𝗻 𝗵𝗼𝘄 𝘁𝗼 𝗮𝗰𝗰𝗲𝗹𝗲𝗿𝗮𝘁𝗲 𝗼𝗿𝗴𝗮𝗻𝗶𝗰 (𝘃𝗼𝗹𝘂𝗺𝗲) 𝗴𝗿𝗼𝘄𝘁𝗵 & 𝗰𝗿𝗲𝗮𝘁𝗲 𝗶𝗻𝗰𝗿𝗲𝗺𝗲𝗻𝘁𝗮𝗹 𝗰𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝘃𝗮𝗹𝘂𝗲, 𝗿𝗲𝗮𝗱 𝗼𝘂𝗿 𝗹𝗮𝘀𝘁 𝗽𝘂𝗯𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻: FMCG CEOs: Managing Finally For Sustainable (Volume) Growth Or How To Stop Shrinking To Glory - From ZBB to ZBG® (Zero-Based-Growth) https://lnkd.in/eG62xkNE To receive the corresponding deck, pl. leave your name in comment To get all our insights, follow us/ subscribe to our CEOs newsletter: https://lnkd.in/eR8vDpvE #strategy Frederic Fernandez & Associates

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When is it time for a brand to find a new home?... The potential sale of Oscar Mayer reflects a proactive approach to adapting to evolving consumer demands and market dynamics. Here are some thoughts that this WSJ article sparked in me. 1. Brands and companies at some point lose alignment. Brands can be very strong and consistently deliver a consumer promise. However, the brand promise may not be permanently in alignment with a company strategy. By prioritizing healthier product options and realigning its portfolio, Kraft Heinz shows a commitment to long-term growth. The focus on improving nutrition in its products reflects a broader industry trend towards addressing concerns over ultra-processed foods and health-related issues linked to diet. 2. The best decisions are grounded on the consumer. Kraft Heinz is considering selling Oscar Mayer to restructure its portfolio amidst growing consumer interest in health and nutrition. This move can help align with changing consumer preferences towards healthier options. 3. Stock performance and financial results matter. This strategic move is crucial for boosting the company's stock performance, which has been stagnant over the past five years. Kraft Heinz is facing challenges in its quarterly results due to cooling demand for some products and increased input prices. Profitable growth is about having the right portfolio for the long term. When brands lose alignment to the broader business strategy, they part ways with companies. In the end, it is about the consumer, what the consumer wants / expects and the competitive advantage of an organization to win with the consumer in a profitable way. What do you think? #marketing #branding #management #mentoring

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One of the biggest beer brands in Peru is Pilsen Callao, which just launched “La Amistad Hoy” or “Friendship Is Today” – that shows friendships are built everyday through moments big and small. With 160 years of heritage talking about friendship, it’s an evolution for the brand to drive even more relevance and occasions with consumers. But this is just the latest step in the sustainable innovation the brand has executed over the last few years including a refreshed visual identity, new pack design and formats and music platforms. The brand has evolved to maintain relevancy while still staying authentic. And the team’s work has delivered – with 50% volume growth in Peru since 2021.   Growing effective, powerful brands for the long term is our most important mission at AB InBev and this work is a great example. Cheers to the Pilsen Callao team and to a #futurewithmorecheers 🍻

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Improverished consumers and what does it mean for #FMCG players? Personal savings rate hitting the all time low, while at the same time credit card debt is near all time high signals that consumers are poor and may be nearing their limits with unprecedented cost of living and assets inflation far outpacing their income growth (excl. top decile) Most of the FMCG players rely on a strong middle class, and the purchasing power of the bottom 90% of the consumers across the major economies got visibly poorer, as the vast majority of newly 'created' (printed) wealth got accumulated by the very rich (>66% of all the wealth 'printed' since 2020 ended up with the top 1%) that are unlikely to drastically increase their spend on CPG (how much more shampoo can Jeff Bezos buy?) If so far the price elasticity was low (low to no volume decline) it was driven by several forces that may well be about to expire, as many metrics are hitting the respective lows/ highs not seen since 2008/09 downturn Maintaining the pre-pandemics consumption will result tricky for many consumers. As such, we may expect strong demand for the entry level and luxury segments, while the mid-tier will face drop in demand (most of consumer goods are not really discretionary, so some mid-tier consumer will switch to Private Labels/ value brands, and 'the rich' got even wealthier so they will not trade down from luxury) The upcoming quarters will bring some important decisions for many Brands willing to defend/ expand their positions, and/ or adjust according to shifting demand Know more about our perspective on how to accelerate organic volume growth create incremental category value read our last publication on Zero Based Growth: https://lnkd.in/eG62xkNE To receive the corresponding deck, pl. leave your name in comment 𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀/ 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢𝘀 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿: https://lnkd.in/ea4gy65y #strategy Frederic Fernandez & Associates Source: tradingeconomics

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“There are no mature brands, only mature brand managers”.   -Peter Brabeck-Letmathe, former Chairman & CEO, Nestle SA   I was recently thinking back to one of my favorite experiences in my 10 years with Nestle, which was taking part in a 2-week Marketing Leadership course at world headquarters in Vevey, Switzerland. As part of the training, about 2 dozen marketing directors and managers from around the globe got to hear from senior leaders and learn from best practices across the company. In addition to spending evenings at the famed Montreux Jazz Festival, one of the highlights of the experience was Mr. Brabeck’s speech to the group. He is one of the most brilliant leaders I’ve ever met and a true visionary. During his talk, he challenged us in numerous ways, including the statement quoted above. What he was saying was that brands can and should stay relevant to consumers, no matter how long they’ve been around. The only limitation to that is the brand managers’ own insights & creativity. As someone whose brand portfolio at the time included brands ranging from 30 to 300 years old (yes, you heard that right, 300 years old), I was inspired to do everything in my power to make sure my brands were relevant. In fact, my team & I led a re-stage of that 300-year-old brand which made it relevant again and turned a long-term decline into a double-digit growth rate. (Maybe I’ll share more on that story another time). Keeping brands relevant is not easy. It takes creativity, resourcefulness, a focus on deeply understanding your consumers, and many more skills. But, perhaps the most important are belief and the tenacity to make it so. Marketers, what are your favorite stories of brands that have either stayed relevant for a long time, or have regained relevance? What are the key factors? #BrandManagement #Leadership #FMCG #Insights #Brand #Gratitude #Nestle

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A quick summation of takeaways from our discussion at the recent The Consumer Goods Forum Global Summit moderated by Sarah Van Dyck of Egon Zehnder I have always felt that results are the outcome of the actions and beliefs of the team. And our beliefs are shaped by our experiences. We take risks because we’ve experienced positive outcomes from doing so that built confidence, courage and belief in “the possibilities”. Our role as a leader is to provide the vision and the freedom to innovate and execute inside a framework…to create moments for our teams to experience what’s possible thru ideation, innovation, initiative and execution. But unlocking the full potential of the team and the organization means we must be able to flex between when to lead and when to follow. “Above all, be a leader who can lead but also follow…What a privilege and inspiring call to action.” #leadership The Hain Celestial Group

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Just read a great article by Agnieszka de Sousa in Bloomberg about a trend many consumers across the globe have been following... perhaps without even knowing it. “Nudging” is the term for the subtle yet profound shift companies, institutions, and schools are making toward more sustainable eating practices.    The potential impact of this trend on the #grocery and #retail space is significant, opening the door for innovation in product offerings and marketing strategies – all in the name of improving #sustainability. I’m a fan!     https://lnkd.in/gx9tdPZ5  

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Check out this McKinsey podcast that captures trends in consumer wellness. In the interview, Anna Pione discusses key insights from recent research on the consumer wellness market, highlighting the global shift in consumer priorities toward health and wellness. The research, involved a survey of consumers in the US, UK, and China, and revealed that a significant majority view wellness as a crucial aspect of their lives, with increasing investment in categories like health, fitness, and nutrition. Interestingly, consumers are showing a preference for clinically effective products over merely "clean and natural" options, driven by a desire for proven results. The interview also touched on the importance of healthy aging and the rising interest in weight management and gut health, underscoring the opportunities for innovation in these areas. Lastly, Anna noted the pandemic's impact on consumer behavior, accelerating the focus on proactive health management and the potential of gen AI to personalize wellness interventions. LIsten to or read the script below. Happy learning! What’s new in consumer wellness trends? | McKinsey https://mck.co/4bhGGGZ

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I am delighted to announce the release of Nestlé Nespresso SA's full-year sustainability review: The Positive Cup 2023 Progress, which you can read here https://lnkd.in/gYMbWkUv This publication coincides with Nespresso being awarded the title of “Most Sustainable Company in the Coffee Processing Industry 2024” by World Finance Magazine, which recognizes and celebrates those who have excelled in their sustainability efforts and commitments. It’s been a special year, marked by an incredible milestone: the 20th anniversary of the Nespresso AAA Sustainable Quality™ Program. From its humble beginnings with 300 farmers in Costa Rica, it has now flourished to include over 150,000 farmers worldwide. This testifies our dedication to producing high-quality, sustainably sourced coffee while supporting the long-term prosperity of coffee farmers. As a B Corp™, at Nespresso, we firmly believe in the power of coffee to drive positive impact, not only for our industry but also for the communities and environments in which we operate. It's all about collective revival in multiple ways. Through initiatives like our Reviving Origins program, we are revitalizing coffee regions that have faced challenges such as conflict, environmental disasters, and uncertainty. We are also driving systems change for regenerative agriculture, breathing new life into materials through circularity, and reigniting the inspiration that coffee represents as a force for good. So together, let us continue to raise the bar, inspire change, and shape a more prosperous future through the power of coffee. #nespresso #BCorp #PositiveCup #regenerativeagriculture #sustainability

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We are delighted to announce the release of Nestlé Nespresso SA's full-year sustainability review: The Positive Cup 2023 Progress, which you can read here https://lnkd.in/gYMbWkUv It’s been a special year, marked by an incredible milestone: the 20th anniversary of the Nespresso AAA Sustainable Quality™ Program. From its humble beginnings with 300 farmers in Costa Rica, it has now flourished to include over 150,000 farmers worldwide. This testifies our dedication to producing high-quality, sustainably sourced coffee while supporting the long-term prosperity of coffee farmers. Through initiatives like our Reviving Origins program, we are revitalizing coffee regions that have faced challenges such as conflict, environmental disasters, and uncertainty. We are also driving systems change for regenerative agriculture, breathing new life into materials through circularity, and reigniting the inspiration that coffee represents as a force for good. This publication coincides with Nespresso being awarded the title of “Most Sustainable Company in the Coffee Processing Industry 2024” by World Finance Magazine, which recognizes and celebrates those who have excelled in their sustainability efforts and commitments. So together, let us continue to raise the bar, inspire change, and shape a more prosperous future through the power of coffee. #Nespresso #Sustainability #PositiveCup #Reviving #Coffee

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Our latest Integrated Report showed, amongst many other things, how far we have come toward achieving our purpose at Philip Morris International: to completely replace cigarettes with #smokefree products in a responsible way.🚭 Following the release of the PMI Integrated Report 2023 last month, I am delighted to share the Top 10 Takeaways from the report. Here are a few highlights with data as of the end of 2023: 🌍 84 markets where smoke-free products are available for sale 📈 33 million users of PMI smoke-free products, including 28.6 million IQOS users 🚭 98% of total shipment volume covered by youth access prevention programs 🚚 28% shipment volume decrease for our combustible tobacco products ♻️ 320,000 smoke-free electronic devices refreshed or repaired since 2021 Our goals mean nothing without action, and our action means little without transparent reporting. Our journey is powered by case studies and market stories that show real impact and highlight how PMI affiliates worldwide are critical to achieving our sustainability goals. We are committed to sharing measurable results towards our vision of achieving a #smokefreefuture and I am thrilled to see how much progress we have made. Bravo to those who have continuously and passionately taken our journey forward, keeping the planet and those on it at the core of our aspirations.💪 #PMI #Sustainability Jennifer Motles, Emmanuel Babeau, Bin Li

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Yesterday was an important day. At Cannes Lions , the Unstereotype Alliance, part of UN Women, launched the findings of research with Saïd Business School, University of Oxford using sales data from our global billion dollar brands, as well as from some of the other largest advertisers in the world. It objectively proves that progressive advertising sells more. Full stop. 58 countries. 392 brands. 4 years of data. 3.5% uplift in immediate sales 16% in long term sales Irrefutable evidence that doing the right thing and growth can, do and should go hand in hand. Whilst some parts of the business world are wobbling on the path to creating a more inclusive society - as Vice Chairs of the Alliance, at Mars we hope this data will help support the case to stay on the path. Be consistent. Be persistent. Be brave. We can make a difference together. Where good business means a better world. #mars #proudlymars #canneslions #inclusivity #genderequity#unstereotype #unwomen # tomorrowstartstoday UN Women UK

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It was energizing to attend the eighth edition of #VivaTech, last week in Paris. In a panel at the #CMO Summit, I joined Aude Gandon, CMO, #Nestlé, and Cristina Diezhandino, CMO, #Diageo. We discussed how to build businesses that positively impact the world and our communities, and looked at how leaders can implement #sustainability into their products, practices, and operations – whilst enhancing value creation . In the past decade, two significant changes have taken place which will fundamentally reshape consumer businesses. The first is the rapid advancement of #AI. The second is a shift in consumer expectations of brands when it comes to climate considerations. Increasingly, people—across generations and geographies—demand that brands offer products which can be manufactured sustainably. Both these changes can support one another and to me, there are three clear ways AI can help: -Deriving a more comprehensive, data-driven understanding of what drives customer demand when it comes to sustainability -Enhancing the design processes for formulating and packaging products -Facilitating quicker and more sustainable product innovation through Large Language Models (#LLMs) Thank you #VivaTech for having me and thank you Sam Glynne, for your expert moderation! #GoodBusiness #valuecreation #emergingtech #innovation #wearereckitt

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Every day consumers are feeling more empowered to create café-inspired coffee experiences at home. This category evolution into the “fourth wave of coffee” speaks to consumers desire for personalization, creativity, and convenience. Nestlé Coffee Partners is meeting this demand with exciting innovation in both hot and cold coffee beverages.   One of my favorites is Starbucks by Nespresso for Vertuo, which was recently recognized as a top 10 food and beverage product in Circana's 2024 New Product Pacesetters Report. The offering combines the signature café taste and quality of Starbucks coffee with the premium at-home coffee experience of Nespresso across core and regional roasts – and most recently, flavors.   Innovation is key to winning new consumers, new occasions, and building the category. As a critical focus area for Nestlé Coffee Partners, it’s exciting to get recognized for our work in the space. Congratulations to all involved; I know there’s so much more you’re working on that will empower consumers to create their perfect cup.

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RENEWED AMBITION TO TACKLE CLIMATE CHANGE 🎯 I am proud to announce today that Pernod Ricard‘s near- and long-term science-based GHG emissions reduction targets in line with a 1.5°C trajectory have been approved by the @Science Based Targets initiative #SBTi. The validation of our new carbon reduction targets by the SBTi is a recognition of our teams’ efforts to build strong carbon reduction roadmaps across our operations and throughout our value chain. The world is facing increased social and environmental pressures which are urging us to act faster. Our net-zero science-based targets give us the right ambition and drive to further the progress we have made so far and play our part as a wine and spirits leader in addressing the challenge of climate change. #Bettertimesfromabetterplace Pernod Ricard #betheone Noémie Bauer Jean-François Roucou

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“Over 90% of brands participating in the (Criteo) survey agree that retail media ads help them to increase brand visibility.” That is one of the key insights from this WARC article that summarises a survey by Criteo into brand’s “perceived returns” from digital media. Another of the key insights is “shoppers who click on retail media ads tend to spend more money in each order they place compared to those who do not”. My problem with these findings is that they are still based on perception rather than actual performance data. Great data should make these conclusions irrefutable facts. Sadly, the lack of hard evidence means these conclusion are essentially opinion, rather than fact. Almost all manufacturers I speak too still complain that retailer digital commerce data is still too inconsistent, too unreliable and too incomplete to make accurate measurements and ROI judgements on retail media investments. While retailers are asking manufacturers for more and more investment into digital retail media, for them not to provide consistent, reliable and accurate measurement in return is both disappointing and unacceptable. I know that many of the retailers indirectly referenced in this study, the pureplayers, speciality and majority online retailers in categories like Apparel, Health & Beauty and Toys & Games are able to provide basic performance data like Online Sales, Volume, Incremental Sales, Impressions, Click Through Rate and Conversion, even Customer Lifetime Value. But in grocery (in particular) the number of high scale retailers that can offer even basic data accurately is disproportionately smaller than those that can’t. I know a number of manufactures who are already saying to retailers “No Data, No Digital Retail Media Dollars”. In food and drink in particular I would love to see an increasing number of manufacturers pushing back on substantially increased retailer investment expectations. Digital commerce isn’t new. For the amount of money manufacturers are being asked for they deserve more than just a hoped promise of growth, customer engagement and return on investment. Well done to WARC and Criteo for shining a light on brand perceptions. Retailers though must work harder. #digitalcommerce #ecommerce #cog #cpgindustry #fmcg #fmcgindustry #digitalretailmedia #retailmedia https://lnkd.in/eNhHZzGE?

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