Most FMCG companies treat the UK as a homogeneous market, distributing capital, ranging, and marketing relatively evenly across geography. This report argues different.
Our analysis of English local authorities reveals dramatic variations in growth potential, with opportunity scores ranging from +2.5 to -1.8 across a standardised scale. The difference between investing in the right market versus the wrong one could mean the difference between 24% IRR and negative returns.

This analysis employs a Gapminder-inspired multidimensional framework to identify fast-moving consumer goods (FMCG) growth opportunities across the United Kingdom. Following Hans Rosling's philosophy that complex patterns emerge when examining multiple dimensions simultaneously, we constructed a composite FMCG Growth Index using Office for National Statistics (ONS) data sources.