Our Perspectives

AI meets Purpose: How CPG Brands can stay human in a machine world

Purpose is at a crossroads, in fact, and AI may be one the forces that redefines it. Read on to explore why staying human might just be your brand’s smartest move yet…  What is Brand Purpose and why does it matter in the age of AI In the words of Peter Field, purpose is a brand’s “commitment to… View Article

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Our Perspectives

Why Portfolio Management Must Transcend Marketing Silos: The Case for Cross-Functional C-Suite Leadership

“More diversified portfolios with more proactive management, will allow CPG companies to cope more effectively with the emerging macro forces.” Today, different macro forces are violently and rapidly shaping the CPG industry of tomorrow. In the past, a lot of attention and money was directed towards avoiding complexity and simply focusing on increasing scale which… View Article

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Our Perspectives

What’s going on with proteins?

The booming protein market Based on Grand View Research analysis, the overall global high-protein food market is projected to reach USD 117 billion by 2034, with a compound annual growth rate of 8.4%. Main segments include: And growth isn’t just being reflected in retail sales: also in the service sector mentions of protein on menus have jumped… View Article

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Growth Series

Penetration Under Pressure: Evolving the Core Driver of Brand Growth

Amid rising market fragmentation, evolving consumer behavior, and a proliferation of touchpoints, brands must now adopt more deliberate, structured strategies to expand their penetration.

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Our Perspectives

Breaking Through the Growth Ceiling: A Strategic Roadmap for Multinational CPG Companies

The Challenge with Growth Large multinational Consumer Packaged Goods (CPG) companies face a challenging landscape. Despite robust overall market growth of nearly 8% in 2024, 11 among the largest CPG multinationals achieved on average less than half that figure.  The discrepancy in performance stems primarily from a significant market share shift towards three distinct types… View Article

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Our Perspectives

The return of Private Labels: Why retailer brands are reclaiming growth in the global CPG market

The challenge with growth In 2024 the overall CPG market grew by 7.6% while 11 among the top global CPG companies advanced only 3.9%. This widening gap is more than a short-term divergence as it points to a structural shift in consumer preference and retailer strategy. In this scenario, Private Labels (PL), along with local… View Article

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Our Perspectives

From Ranked to Recommended: What CPG Brands Must Do to Stay Competitive in the Age of AI 

For decades, online product discovery has been dominated by search engines—Google, in particular. Shoppers type in keywords like “best shampoo for dry hair” and are met with pages of SEO-optimized links, sponsored ads, and content designed to manipulate algorithms more than inform consumers. This model, while powerful for advertisers, is flawed for users. It’s noisy,… View Article

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Our Perspectives

For Large CPG Companies, The Volume Challenge is Increasingly Obvious

Organic Growth is Slowing. Volume Pressure is Rising.  The headline is clear: organic sales growth is decelerating. The average organic growth rate across the 11 companies fell from 3.9% in FY 2024 to 1.5% in Q1 2025. But more critically, the volume trend has turned negative – from +0.5% in 2024 to -1.0% in the first… View Article

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Growth Series

Navigating Effective Complexity: New Insight into Portfolio Management

The latest in portfolio management thinking, asserting the importance of managing complexity.

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"Sevendots helped us to elicit a powerful purpose for Heineken brand globally... We very much appreciated their way of working with us, embedding in the journey our whole team, including external partners. We ended up with a clear purpose endorsed by top executives."

- Bram Westenbrink, Global Senior Director at Heineken

"I’ve found Sevendots to be visionary, inspiring and practical; they are great at distilling wide and complex information and insights, building actionable frameworks and developing strong opportunities that are helping us shape our future strategy."

- Dan Smith, Senior Vice President at Nestle Purina PetCare GSBU

“The Sevendots team led us on a truly collaborative journey of discovery. They gave us a clear framework to understand what was required to win within this new wellness territory we’ve called 'Modern Natural Health'. They challenged some of our assumptions, encouraged us to think even bigger and brought our entire team together around a common ambition and platform.”

- Larry Page, Head of Marketing at Zarbees® at Johnson & Johnson

"We have had the opportunity to work with the Sevendots team on an extremely strategic project related to Global Travel Retail. They have given us both valuable insights and tools to further accelerate our strategy. We particularly appreciate their ability to bring to life the strategic thinking with simple yet effective frameworks that helped inspire the organisation."

- Leigh Irvine and Biancamaria Sansone, GTR Managing Director & Marketing Director, Campari Group

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Our Perspectives

With experience comes perspective. Hear what we have to say.

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21 August 2025

AI meets Purpose: How CPG Brands can stay human in a machine world

Purpose is at a crossroads, in fact, and AI may be one the forces that redefines it. Read on to... View Article

Elisa Costa

Sevendots, Rome

Alessandro del Forno

Sevendots, London

View article

, 18 August 2025

Why Portfolio Management Must Transcend Marketing Silos: The Case for Cross-Functional C-Suite Leadership

“More diversified portfolios with more proactive management, will allow CPG companies to cope more effectively with the emerging macro forces.”... View Article

Pablo Soto

Sevendots, Querétaro

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12 August 2025

What’s going on with proteins?

The booming protein market Based on Grand View Research analysis, the overall global high-protein food market is projected to reach... View Article

Andrea Bielli

Sevendots, Rome

Colin McAllister

Sevendots, Milan

View article

24 July 2025

The return of Private Labels: Why retailer brands are reclaiming growth in the global CPG market

The challenge with growth In 2024 the overall CPG market grew by 7.6% while 11 among the top global CPG... View Article

Andrea Bielli

Sevendots, Rome

Colin McAllister

Sevendots, Milan

View article

, 15 July 2025

Breaking Through the Growth Ceiling: A Strategic Roadmap for Multinational CPG Companies

The Challenge with Growth Large multinational Consumer Packaged Goods (CPG) companies face a challenging landscape. Despite robust overall market growth... View Article

Andrea Bielli

Sevendots, Rome

View article

24 June 2025

Beyond Boundaries: Why CPG Companies Must Rethink Traditional Category Definitions

Defined primarily by physical products and manufacturing processes, categories shape everything from supply chains to shelf layouts, performance metrics to... View Article

Andrea Bielli

Sevendots, Rome

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16 June 2025

From Ranked to Recommended: What CPG Brands Must Do to Stay Competitive in the Age of AI 

For decades, online product discovery has been dominated by search engines—Google, in particular. Shoppers type in keywords like “best shampoo... View Article

Tommaso Bruggi

Sevendots, Dubai

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Meet Sevendots

Spotlight

Herma Rothfusz

Herma is a specialist in ice cream, beverages and out-of-home channels. Her background is in marketing, innovation and consumer insights. Herma has 25 years of experience at Unilever, working on many international brands and across different countries. She is motivated by obtaining business results and inspiring and connecting people. Outside work, she likes walking in nature, as well as enjoying more culturally-oriented indoor activities like theater and movies. Another pleasure is consuming good food and wine. Living in Italy has changed her life forever in that respect and in other ways. For the next year(s), she is planning to enrol on one or more courses/training; to continue exploring new things is one of her drivers.

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We’re part of a broad ecosystem.

 

 

Our ecosystem includes Gen-Z led solution company, The Red Flower Factory, and our expert market research and insights agency, Moment10. This ecosystem enables an integrated approach to our clients’ business questions in order to formulate effective, proven and actionable opportunities.