The Future 100: 2024

Very little stands still in the world of FMCG. As anyone who has spent any time observing shoppers in the wild will tell you, the contents of the Future 100, much like the contents of the average shopping basket, reflect a fundamental duality at the heart of the human condition: as much as we are creatures of habit, we do love to try something new. The key question is, which new experiences in 2024 will be compelling enough to become habits?

Discover the latest FMCG trends!

Key FMCG Trends

Dopamine packaging

Brands are redesigning their packaging and identities to inject a boot of dopamine – the “feel-good” hormone.

Why it's interesting
By injecting color into their identities and packaging, brands are delivering emotional uplift. Consumers will actively seek out brands that give them a reason to smile.

Creator to consumer (C2C)

New platforms are allowing creators to build their own storefronts, enticing shoppers with a blend of content, storytelling, and personality, while offering a new discovery channel for brands and retailers.

Why it's interesting

Brands can bank on the lure of influencer tastemakers to draw in customers with a blend of personality, storytelling, and enhanced discovery.

Fanspiration

Vocal fans and influencers are inspiring their favourite brands to innovate. This comes as the new social-media-driven R&D paradigm, where brands are parlaying fan hacks and viral influencer content into valuable new product development and innovation opportunities.

Why it's interesting
Brands can satisfy consumer craving for creative influence by tapping into fanspiration, rewarding, and delighting fans with real-life innovations based on viral hacks.