top of page

Thrive in 2025: FMCG Market Success

Writer's picture: Rachel MurrellRachel Murrell

2025 is here, and with it comes fresh opportunities for growth, change, and innovation in the FMCG market. Whether you’re an established FMCG brand in New Zealand or an emerging player, now is the time to reflect, plan, and act to ensure you thrive in 2025. At William Aitken & Co (WAC), we know that success in the ever-evolving FMCG landscape is all about adaptability and strategy. So, what will it take to thrive this year?


Reflect on the Past to Shape the Future

Before diving into the year ahead, take a moment to reflect on 2024. What worked? What didn’t?

What insights can you carry forward? The FMCG market is fast paced, but understanding your wins and challenges is key to building a stronger foundation.


Ask yourself:

  • Did our products meet consumer expectations?

  • Are our relationships with retailers and partners as strong as they could be?

  • How effectively did we navigate market trends?

  • Did we take all opportunities to have a win-win at reviews/negotiations?


Our team at WAC believe that growth starts with clarity. Understanding where you’ve been helps to chart a clear path forward.


Focus on Your Growth Drivers

2025 is the year to home in on what matters most. For FMCG brands, that means knowing your unique strengths and doubling down on them. Whether it’s innovative NPD (new product development), sustainable practices, or a commitment to quality, clarity on your key drivers will set you apart.


Consider these questions:

  • What’s your biggest growth opportunity in the New Zealand FMCG market?

  • How can you strengthen your retail partnerships?

  • Are your marketing and sales strategies aligned with your brand’s vision?


Navigate FMCG Market Trends

The FMCG landscape never stands still, and neither should you. In 2025, we’re seeing increased demand for sustainability, health-conscious products, and convenience-driven solutions. Brands that tap into these trends with agility and purpose will lead the charge.


WAC’s advice? Don’t just follow the trends—shape them. Stay connected to consumer behaviour, leverage data insights, and be ready to pivot when opportunities arise.



FMCG Market Trends 2025
Exploring FMCG market trends for 2025, how do you promote your brand in-store?


Collaborate for Success

At WAC, we know that success is never a solo effort. It’s built on strong partnerships, shared goals, and collaborative execution. Our mission is to help brands in the FMCG market grow and thrive by connecting them with retailers, managing seamless supply chains, and driving innovative strategies.


As you look to thrive in 2025, think about the partnerships that can elevate your brand. Who can help you open doors, streamline operations, or amplify your message? Collaboration is a powerful tool for growth.


Plan, Act, and Thrive in 2025

The key to thriving in 2025 is to plan with intention and act with focus. Write down your top goals. Break them into actionable steps. And most importantly, commit to following through.


At WAC, we’re excited about what lies ahead. Together with our family of brands, we’re ready to navigate challenges, seize opportunities, and make 2025 a year of success.


Let's Thrive Together.

Ready to take your FMCG business to the next level? Connect with WAC today to see how we can support your journey in 2025.




bottom of page