March 17, 2021 | 01 min read
January is the beginning of the last quarter of the financial year for many CPG companies in India. It is also the last chance to bridge target gaps. It’s the quarter that determines promotions, sales incentives and growth for professionals across the industry.
Despite the gloom of 2020, Jan-21 opened to a strong start with just 11.8% lower than average sales compared to last year. The festival period ended, and with it, the fight for the share of the shelf got real. Month-end sales push got stronger. Brands went into overdrive to ensure placement for their Beverages, Homecare & Personal Care products at kiranas.
Therefore, January is the most critical month for FMCG sales. In Jan-21, the count of active kiranas was +0.5% higher than Jan-21, making it the highest-ever count of Kirana outlets last year. (up +12.4% YoY)
Availability Push of Summer Brands
Brands with summer products are making an availability push as the season approaches.
Bounceback of OOH Consumption
With an increase in travel services, categories dependent on Out of Home (OOH) consumption are bouncing back.
Categories with Normalising Demand
Demand is normalising in the post-festival period for a few product categories.
How to fire up your sales teams?
Here are some sure-shot approaches to ensure a deep engagement with your customers. Gain access to data and market insights, democratise its access and encourage your field teams to make data-driven decisions.