Uploaded January 2026 | Updated September 2026, 2 weeks ago
Discover how leading FMCG strategies drive growth by aligning with evolving consumer habits across Europe and the UK. We believe value works when it shows up in real life through demonstration, expertise, and innovation that meets household needs. That's why our goal is to identify jobs-to-be-done and create solutions that are noticeably better than any alternative. This is the heart of our strategy.
In the UK laundry sector, we observed that washing machines and loads are getting bigger while washing temperatures colder, leading 50% of people to report dissatisfaction with stain removal. This example forces us to ask: how do top FMCG companies understand and predict consumer behaviour? The result was the Ariel Pods "Big One", which has already driven 70% category growth in the UK, by providing practical solution that helps households outsmart challenges without lowering standards.
We see similar patterns in oral care. While 50% of plaque is left behind by manual brushing, affordability is only part of the barrier to switching to electric. To be a truly consumer-centric FMCG company, we worked with retailers to develop superior execution that helps people find and understand which is the right electric brush for them. By observing consumers in their context, we double total category growth on brushes through improved shelving and education.
Therefore, value is a behaviour, not just a price point. By connecting with consumers, and working with retailers we can syntesize insights into scalable action, we deliver superior experiences that delight consumers and grow our brands.
What you’ll learn:
• How P&G grows markets through superiority
• Why the Ariel Pods "Big One" drove 70% growth through consumer-centric design
• Our approach to high-quality household items and retail execution helped double category growth for electric toothbrushes
• How deep consumer understanding is shaping P&G strategy
👤 Featuring: Antoine Brun, Senior Vice President, Sales and Digital Commerce, P&G Europe
👤 Featuring: Vinay Ahuja, Vice President, Consumer Strategy, Analytics and Insights, P&G Europe
Chapters:
00:00 Dynamic Growth in Europe and Focus on Superiority
00:34 Predicting Consumer Behaviour: The Shift in Laundry Habits
00:56 Consumer Needs Case Study: Ariel Pods 70% Growth
01:00 The Oral Care Problem: How Manual Brushing Fails
01:32 Superior Retail Execution: Overcoming Barriers to Electric Brushing
01:50 Summary: P&G’s Strategy for Consumer Value
#FMCG #ConsumerValue #Innovation #UKRetail #householdgoods
Discover how leading FMCG strategies drive growth by aligning with evolving consumer habits across Europe and the UK. We believe value works when it shows up in real life through demonstration, expertise, and innovation that meets household needs. That's why our goal is to identify jobs-to-be-done and create solutions that are noticeably better than any alternative. This is the heart of our strategy.
In the UK laundry sector, we observed that washing machines and loads are getting bigger while washing temperatures colder, leading 50% of people to report dissatisfaction with stain removal. This example forces us to ask: how do top FMCG companies understand and predict consumer behaviour? The result was the Ariel Pods "Big One", which has already driven 70% category growth in the UK, by providing practical solution that helps households outsmart challenges without lowering standards.
We see similar patterns in oral care. While 50% of plaque is left behind by manual brushing, affordability is only part of the barrier to switching to electric. To be a truly consumer-centric FMCG company, we worked with retailers to develop superior execution that helps people find and understand which is the right electric brush for them. By observing consumers in their context, we double total category growth on brushes through improved shelving and education.
Therefore, value is a behaviour, not just a price point. By connecting with consumers, and working with retailers we can syntesize insights into scalable action, we deliver superior experiences that delight consumers and grow our brands.
What you’ll learn:
• How P&G grows markets through superiority
• Why the Ariel Pods "Big One" drove 70% growth through consumer-centric design
• Our approach to high-quality household items and retail execution helped double category growth for electric toothbrushes
• How deep consumer understanding is shaping P&G strategy
👤 Featuring: Antoine Brun, Senior Vice President, Sales and Digital Commerce, P&G Europe
👤 Featuring: Vinay Ahuja, Vice President, Consumer Strategy, Analytics and Insights, P&G Europe
Chapters:
00:00 Dynamic Growth in Europe and Focus on Superiority
00:34 Predicting Consumer Behaviour: The Shift in Laundry Habits
00:56 Consumer Needs Case Study: Ariel Pods 70% Growth
01:00 The Oral Care Problem: How Manual Brushing Fails
01:32 Superior Retail Execution: Overcoming Barriers to Electric Brushing
01:50 Summary: P&G’s Strategy for Consumer Value
#FMCG #ConsumerValue #Innovation #UKRetail #householdgoods
