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EDGEWELL PERSONAL CARE

towards competing with larger CPG companies and serving large, brickand-mortar type retailers. As digitization continues to shift the goalposts, a significant number of niche brands are not only challenging market share and the price positioning of bigger players, but also the traditional business models which have remained relatively unchanged – until now. “I would say even consumer behaviors are changing,” observes Mehta. “In the past, consumers used to be a lot more loyal to big brand names,

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but nowadays are looking for more personalization and are more willing and open to try new brands and new products that appeal to their individuality, that the values of these brands align with the values of themselves.” “You see this huge influx of really small, niche piranha brands in every consumer goods sector. That niche value proposition is targeted to a very specific segment of consumers, appeals to them and is successful in grabbing pieces of market share. At the end of the day, when you add all that up, it becomes a challenging marketplace for incumbent players.” MARCH 2019

Profile for Supply Chain Digital

Supply Chain Digital Magazine – March 2019  

Supply Chain Digital Magazine – March 2019  

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