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FMCG industry expects double-digit growth in 2024

Weaker-than-expected festive demand, rainfall deficit that hampered rural growth, unseasonal rains that dampened sale of beverages and higher commodity prices all together cooked a difficult-to-digest market recipe this year even though "green shoots" of recovery are becoming more visible.

From an uptick in rural demand to higher volumes and favourable commodity prices, the country’s FMCG industry is pinning hopes on diverse catalysts for a double-digit volume-led growth in the new year after a challenging 2023.

Weaker-than-expected festive demand, rainfall deficit that hampered rural growth, unseasonal rains that dampened sale of beverages and higher commodity prices all together cooked a difficult-to-digest market recipe this year even though “green shoots” of recovery are becoming more visible.

The sector, which has a high growth potential especially in an emerging market like India, is anticipating 2024 to be a “better year” with favourable input prices benefitting the Home and Personal Care (HPC) as well as certain food business segments.

“We expect the demand situation to improve as we enter the next financial year. We expect FMCG players to increase the pace of innovation and premiumisation and also focus on significant investment behind expanding the quality of rural distribution,” Marico MD and CEO Saugata Gupta said.

The FMCG players are also expecting expansion of their profit margins with softening of commodity inflation that would result in increased spending on branding, return of promotional schemes for consumers and increased dividend payout to their shareholders, according to analysts.

Most FMCG companies extend the benefits of moderation in key commodity prices to consumers by undertaking price cuts or by increasing grammages. They are expecting a faster growth in the premium and large pack sizes, thanks to a stronger urban market and modern trade channels.

Besides, analysts expect a double-digit growth for the sector with higher volumes with market share gains and increase in rural penetration with the come back of popular price packs, which gained prominence when inflation was ruling at high levels.

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