For a long time, growth was the default focus in FMCG. Most conversations were about expanding ranges, increasing volume, winning new listings, or pushing into new markets. That’s still part of the picture, but it’s no longer what sits at the centre of most discussions.
More often now, the conversation has shifted towards efficiency. Not in a superficial way, but in how businesses actually operate day to day. Where time is being lost, where processes are slowing things down, and whether teams are structured in a way that reflects the reality of how the business runs today.
A lot of that comes down to pressure on margins. Costs haven’t settled in the way many hoped they would, and retailer expectations are as high as ever. In that kind of environment, growth for the sake of it can create as many problems as it solves.
Expanding too quickly, or without the right structure behind it, tends to expose inefficiencies rather than hide them.
What’s interesting is how this plays out internally. Teams aren’t necessarily growing in line with demand. In many cases, they’re staying the same size, or even getting slightly leaner. But expectations haven’t reduced to match. If anything, the opposite is true. There’s more pressure on output, more scrutiny on performance, and less room for things to drift.
That’s changing the shape of roles in a fairly subtle way. On paper, a lot of positions still look familiar. The titles haven’t really changed, and job descriptions often follow the same format they always have. But when you look more closely, the scope is broader. People are expected to cover more ground, take on responsibility outside of their core area, and adapt quickly when priorities shift.
It also changes what stands out when businesses are looking at people. Previously, experience in a very specific role or environment might have been enough. Now, there’s more emphasis on how someone approaches problems, how they handle pressure, and whether they can operate without everything being clearly defined.
There’s also a knock-on effect in how roles are perceived externally. From a candidate’s point of view, a job might look very similar to one they’ve seen before. The title matches, the salary is in line, and the responsibilities sound familiar. But the day-to-day reality can be quite different, especially in businesses that are pushing harder on efficiency.