The article reveals the theoretical, methodological, and empirical foundations of the fast-moving consumer goods (FMCG) market, focusing on the mechanisms of demand formation and retention, channel shifts, and the structure of competitive advantages. It is shown that the high frequency of purchases, the short consumption cycle, and the low cost per unit of goods determine the impulsive nature of choice and require the synchronous management of four key areas: broad distribution, brand communications, promotional incentives for initial sampling, and visual differentiation on the shelf. The example of launching a new brand of tea demonstrates the applied logic of integrating these contours to accelerate turnover and conversion into repeat purchases. The paper summarizes the segment's system-forming properties (mass demand, multichannel distribution, and high competition), as well as the market trends for 2024-2025: the outpacing growth of online channels and hard discounters, increasing the role of private labels, and redistributing the consumer basket in favor of basic and feed categories. The factor decomposition of the value dynamics shows the prevalence of the price driver (inflationary component) with a moderate contribution of real volume, which clarifies the assessment of the effectiveness of marketing interventions and price architecture. The results are of practical value for manufacturers and retailers in designing omnichannel strategies, managing assortment and pricing in the context of inflationary pressure and intensified competition.
fast-moving consumer goods, mass demand, multichannel, high competition, wide distribution, review
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