Over the last decade, the iconic brands of consumer products were under attack. The rise of e-commerce shifted channel dynamics making it easier for smaller companies to compete. The shift in marketing and advertising dramatically changed demand-shaping programs while, in parallel, the proliferation of house brands by retailers introduced new, and often stiff, competition. Retail brand loyalty grew while many consumer brands struggled. This report is based on analysis of financial balance sheet data and income statements for the Consumer Products industry over the period of 2006-2014. The Consumer Products industry is broken into sectors: Over-the-Counter (OTC) Drugs, Beauty/Cosmetics, and Consumer Packaged Goods (CPG).
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