Our Perspectives

It’s All Gone Blurred: The New Reality of CPG Growth

Introduction For decades, CPG companies built their strategies around relatively clear boundaries. Media created awareness while retail converted demand. Consumers shopped within identifiable channels. Generations displayed relatively predictable behaviours. And companies competed within well-defined product categories. Those boundaries have been progressively disappearing. What began with the fragmentation of media has spread to channels, generations and,… View Article

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Our Perspectives

Don’t Localize the Category. Localize Your Strength.

Introduction For the world’s largest CPG companies, two challenges have become increasingly difficult to ignore. The first is volume growth. Sevendots analysis shows that in 2025 volume across the twelve largest global CPG companies contracted by 0.6%, despite organic revenue growth of 2.2%. Pricing continued to support revenues, but physical consumption was going backwards. Encouragingly,… View Article

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Our Perspectives

Unlocking CPG Growth In The Age of AI

Consumer decision cycle has changed in fundamental ways. Two forces are driving this shift: 1.         From Traditional Search to AI-Mediated Discovery 2.         The “Experience Economy” 1.    From Traditional Search to AI-Mediated Discovery Until recently, consumers used to discover brands at a shelf, in a search bar, through linear advertising, against a list of functional attributes:… View Article

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Our Perspectives

Q2 2026 Top 12 CPG Companies – Volume Is Back, Focus Is The Differentiator

Good overall volume growth Our Q2 2026 review of 12 of the world’s leading consumer packaged goods (CPG) companies shows a clear change in the growth equation. Average volume growth reached +1.0%, with nine of the 12 companies growing volume. After the prolonged weakness of the previous cycle (see FY 2025 analysis in the article… View Article

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Our Perspectives

Why Cultural Relevance Is Driving Growth for Global CPG Brands

Why The Old Global Branding Playbook No Longer Works For decades, the playbook for global consumer packaged goods companies was straightforward: develop a winning product, build a powerful brand, then roll it out across markets. The assumption was that good products speak a universal language. That assumption no longer holds. Across the world’s fastest-growing markets,… View Article

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Our Perspectives

Is Your Brand Positioning Still Driving Growth?

The central role for brand positioning In the CPG industry, brand positioning is often regarded as one of the most enduring elements of brand strategy. Yet its value does not lie in remaining unchanged, it lies in its ability to continue driving consumer choice over time. In fragmented categories, consumers are exposed to more brands,… View Article

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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.

View article

, 30 September 2026

It’s All Gone Blurred: The New Reality of CPG Growth

Introduction For decades, CPG companies built their strategies around relatively clear boundaries. Media created awareness while retail converted demand. Consumers... View Article

Colin McAllister

Sevendots, Milan

View article

, 23 September 2026

Don’t Localize the Category. Localize Your Strength.

Introduction For the world’s largest CPG companies, two challenges have become increasingly difficult to ignore. The first is volume growth.... View Article

Justin Sargent

Sevendots, Singapore

View article

, 31 August 2026

Unlocking CPG Growth In The Age of AI

Consumer decision cycle has changed in fundamental ways. Two forces are driving this shift: 1.         From Traditional Search to AI-Mediated... View Article

View article

, 26 August 2026

Q2 2026 Top 12 CPG Companies – Volume Is Back, Focus Is The Differentiator

Good overall volume growth Our Q2 2026 review of 12 of the world’s leading consumer packaged goods (CPG) companies shows... View Article

Andrea Bielli

Sevendots, Rome

View article

, 29 July 2026

Why Cultural Relevance Is Driving Growth for Global CPG Brands

Why The Old Global Branding Playbook No Longer Works For decades, the playbook for global consumer packaged goods companies was... View Article

Colin McAllister

Sevendots, Milan

View article

, 27 July 2026

Is Your Brand Positioning Still Driving Growth?

The central role for brand positioning In the CPG industry, brand positioning is often regarded as one of the most... View Article

Federica Verna

Sevendots, Milan

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Meet Sevendots

Spotlight

Alain Groenendaal

Alain’s global career has spanned account management, integrated planning and general management in the US, Latin America and Europe. he has worked at leading marketing services companies, and in close partnership with leading companies in the CPG, consumer healthcare, spirits and financial services categories. His expertise is in using brand strategy, technology and communication – with consumers, employees, investors and other stakeholders – to drive innovation and long term business differentiation and success. As a lover of the arts and the great outdoors, you may run across Alain in a museum, at the theatre or on a mountain somewhere around the world.

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