Global Consumer Executive Top of Mind Survey 2016

Global Consumer Executive Top of Mind Survey 2016

For the fourth year, KPMG and The Consumer Goods Forum have conducted a study of 400 senior executives, from consumer companies in 27 countries. This year’s survey reveals the insights and leading strategies of some of the world’s most advanced omni businesses. In addition, for the first time, we also surveyed a sample of consumers on their shopping behaviours and preferences, to see how aligned the executives’ strategies are with actual consumer sentiment.

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customer-centricity

The consumer industry isn't facing disruption. It's already disrupted.

Technology has revolutionised supply chains and customer touch points. Better-informed and more sceptical consumers are holding the industry to higher standards. Gaining customers’ loyalty is no longer a differentiator for consumer goods companies. It is vital to their very survival.

This is the picture that emerges from a survey of 400 senior executives from consumer companies in 27 countries. The survey, conducted by KPMG and The Consumer Goods Forum reveals insights and leading strategies from the world’s most advanced omni businesses. 

To be in the forefront, it discovered how consumer retailers, manufacturers, and their supply chain partners are taking steps to transform their companies into digital-first, customer-centric, and fully-integrated omni businesses.

For the first time, the survey also polled a sample of consumers to understand their shopping behaviours and preferences and then compared those to the strategies of executives themselves.

About the survey

During January and February of 2016, 400 senior executives, from consumer companies headquartered in 28 countries, participated in the survey. Ninety percent of the respondents are C-suite or above, one-third of which are CEOs, Presidents or Board Directors.

Manufacturers and retailers are represented across the food and beverage, consumer goods, apparel and footwear and alcoholic beverages categories. 90 percent have annual revenues over US$500 million, and 17 percent have revenues exceeding US$5 billion.

In addition, for the first time we also surveyed 7,100 consumers in 19 countries on their shopping behaviours and preferences. The responses reveal a disconnect between where executives are placing their bets in order to win and retain customers, versus what customers actually value in a shopping experience.

In addition, for the first time we also surveyed 7,100 consumers in 19 countries on their shopping behaviours and preferences. The responses reveal a disconnect between where executives are placing their bets in order to win and retain customers, versus what customers actually value in a shopping experience.

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