December 15, 2020 | Article

The consumer-goods industry thrived for decades with a winning model: build mass brand equity, grow with grocers as they expand, and drive operating efficiencies. But in the past decade, that historic success model has been disrupted by 12 trends, most of which have now been accelerated by the COVID-19 crisis.

http://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/a-new-model-for-the-consumer-goods-industry