Fast moving consumer goods (FMCG) are products that are sold quickly and at a relatively low cost, due to their monthly – or weekly – repurchasing cycle.
FMCG products are traditionally sold in stores and include things such as your toiletries, packaged foods, cosmetics and other consumables. However, as a result of the pandemic and multiple lockdowns throughout the country, FMCG brands have tried their hand at marketing their products online in a bid to cater to new consumer behaviours.
Though the modern day consumer is partial to an online shopping spree (or five), they are no longer fooled by lacklustre banner pop-ups or ingenuine advertisements from celebrities. Brands have stepped their marketing games up and leveraged the power of social media in order to remain relevant in an ecommerce world.
Check out our blog on influencer marketing for FMCG brands to gauge a better understanding of what brands are doing to ensure this.
In this blog, however, we will run you through the top 10 brands that dominate the UK FMCG scene and what they are doing to solidify their presence online and maintain their customer base.
Who are the companies that control what we consume?
As the country’s leading FMCG brand, it is highly likely that you’ve seen more of their social media campaigns than you care to imagine. Looking after the likes of Dove, Knorr, Ben & Jerry’s, Cif and many more household names, Unilever employs over 8,000 talented individuals to look after these brands online as well as in the 190 stores worldwide.
Within the last five years, Unilever has solidified its place in the Europe and Asia Pacific market, reaching a revenue of 60.1bn by the end of 2022. It is also committed to sustainability and working towards a better future for everyone, making it an important part of the FMCG industry in the UK.
Notable social media campaigns from them include the #MagnumRemix campaign which featured the likes of Kylie Minogue and Peggy Gou
@magnum_icecream At our exclusive 📍Magnum Cannes Spray Bar 😍🍦. Who wants a go!? #MagnumIceCream #ClassicsRemixed ♬ Can’t Get You out of My Head (Peggy Gou’s Midnight Remix) – Kylie Minogue
And the Dove #SelfEsteem project that advocates for online positivity and detoxing platform feeds to avoid falling prey to the dark side of social media.
@dove Social media is NOT reality✋🏼 @spencer.barbosa @dove #DovePartner#DoveSelfEsteemProject ♬ original sound – dove
Kraft Heinz Company
Kraft Heinz was established in 2015 and now sits on a revenue of £24 billion as of 2022 and employs over 21,000 people across six continents.
Its brands include Kraft Mac & Cheese, Philadelphia Cream Cheese and Maxwell House Coffee and many other brands you can find on the shelves of the UK’s most popular supermarkets.
The Kraft Heinz Company also does a great job of promoting their brands online in a bid to keep up with the rise in ecommerce. The Kraft Mac & Cheese TikTok account has 237.3K followers alone and makes good use of trending sounds.
@maccheesebykraft the spinach I bought last week in the fridge like 👁️ 👄 👁️ #anyoneelse #oops #macandcheese #fyp ♬ original sound – Literally everyone
Founded in 1997, Diageo is a popular alcohol FMCG brand based out of the UK. It has grown considerably since then and, according to a 2022 revenue estimation, should be sitting close to £22 billion.
The FMCG giant employs over 31,000 people across 199 countries and owns brands such as Smirnoff, Tanqueray, Baileys and Don Julio. A lot of its brands can be found on the shelves of physical stores, but their social media efforts have increased ecommerce sales recently too.
Guinness, for example, launched their #LooksLikeGuinness campaign in 2021 to celebrate the reopening of pubs after the lockdown.
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Reckitt Benckiser Group
Reckitt Benckiser Group is a leady health and hygiene company with operations spanning more than 60 countries worldwide. Just a few of the iconic brands that they own include Veet, Dettol, Nurofen and Lysol cleaning products.
As of last year, RBG has 50,000 employees dotted around the globe and, as a company, generated an annual revenue of over £15 billion in 2022 alone.
Notable social media campaigns from them include Veet’s #RewriteTheRules TikTok campaign which encourages people to share their body hair stories, just like the examples below have done.
@thelewissisterss Veet cold wax strip storytime👀😂 read full pack instructions before use #VeetUk #YourChoice #RewriteTheRules #AD ♬ original sound – TheLewisSisterss
@laurensaddingtonx Why do we get embarassed about everything when we’re younger? 😂 Veet helping me with my cute hairy toes 🤣 read full pack instructions before use #VeetUK #Yourchoice #RewriteTheRules #AD ♬ original sound – Lauren Saddington 👑
What brands are FMCG?
Any brand that sells cosmetics, packaged goods, dry food, toiletries etc.
How big is the FMCG industry in the UK?
The UK FMCG industry is valued at £110bn.
What is the no.1 FMCG brand in the UK?
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