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Germany remains a relatively stable market for fast‑moving consumer goods (FMCG). While Index brands have boxed out the longer tail threatening brands in the US and UK, brands in Germany face competition from known players. But the lackluster digital development of local retailers has left brands dependent on Amazon, where few have adjusted to the active platform management necessary to win. Without scaled co‑promotion from retailers, the onus is on FMCG brands to take an active role in strategies across Amazon, Google, and social platforms.