Companies in the fmcg-branch are always looking to broaden and improve their market. Globalisation is an important factor in this. Non-profitable product lines are stopped or (re)sold and existing product are given international recognizable names. The lifespan of products are getting shorter. Price wars in supermarkets are also pressuring prices from suppliers. They also feel pressure from competition. Products are relatively easy to copy, and bad products are almost non-existent nowadays. There is pressure on distribution channels, media is used in various ways and consumers set high demands.


Research shows consumers are not only interested in price. Although it is important, they also make their choices based on innovation and unique selling points a product can offer. These things are deciding for preferenced (house) brands. Because of innovation more and more fmcg-companies are seeking collaboration with companies outside this branch.