How We Help Clients

Meet the consumer moment today to drive CPG growth tomorrow

Today’s consumers expect more. They care about great products and great value. They’re tech-savvy and demand more from both new and beloved brands.

The industry needs a new approach to capture their imagination and loyalty.

To meet evolving consumer demands and expectations, we partner with companies across the consumer goods spectrum, including beauty, personal and household care, consumer health, and the food and beverage industry. By transforming industry disruptions into new growth paths, we help our clients stay ahead.

This starts with real-time and actionable consumer insights, backed by proprietary data and AI. We build our clients’ capabilities, strengthening their operations and developing their teams.

Together, we’re scaling new businesses and launching sustainable products. From design to implementation, we’re innovating with omnichannel, DTC, and live commerce. Delivering global reach and local relevance.

How we help clients

On-demand consumer insights

We uncover deep insights on what matters most: who’s driving category growth, where they're spending, and how their behaviors will trend. We provide granularity by geography, demographic, and sub-industry to moving clients from insight to action with lightning speed.

ConsumerWise

Accelerating paths to growth

We help clients activate the full range of growth levers including expanding the core business, innovating into adjacencies, and igniting breakout businesses. We develop the capabilities and the ecosystem to drive sustainable and profitable growth, faster.

Consumer portfolio, innovation, and design Our M&A practice Green Business Building Leap - new business building

Maximizing revenue potential

We collaborate with CPG clients to shape their commercial strategy across portfolios, categories, and brands. Powered by advanced analytics, we help inform better products, more effective pricing, optimized marketing activities, improved promotions, and smarter shelf investments.

Periscope - revenue growth management

Delivering value with marketing

We innovate with CPG clients to deliver best-in-tech marketing that drives brand building and loyalty. We upgrade core technology and implement digital capabilities to effectively engage consumers where they are, from direct-to-consumer to the Metaverse.

NeXT - next generation e-commerce Growth, Marketing & Sales in consumer

Transform operations for improved performance

We partner with CPG clients to ready and automate their supply chains, store operations, and product optimization. From design to implementation, we embed data and AI into their sourcing, manufacturing, and operations, to boost growth in today’s complex environment.

Spend analytics Our CPG Operations work

Grow the business while helping the planet

We work with clients to transition to green and unlock opportunities in the world’s transition to sustainability. We’re collaborating to launch green products, rethink packaging and supply chains, and hyper-scale green startups.

Catalyst Zero - accelerate your journey to a low-carbon future

Gain organizational agility for business resilience

We transform clients’ organizational models in the face of digital, sustainability, and the “Great Attrition”. Together we’re fostering critical new skills, flattening organizations, and creating workplace environments to attract and retain top talent.

Our CPG Organization work Performance culture and change management

Featured Insights

Conceptual image of a person carrying a shopping bag and walking from one circular portal, with a brightly colored outside scene visible inside it, towards another portal, this one containing a neon-lit futuristic store.

Article

State of the Consumer 2025: When disruption becomes permanent

June 9, 2025 -

Five years after the start of the COVID-19 pandemic, consumers’ crisis-era habits have lingered. Here’s what organizations can do to outcompete in the second half of the decade.

Top view of numerous petri dishes with various cosmetics in them.

Report

State of Beauty 2025: Solving a shifting growth puzzle

June 9, 2025 -

As momentum cools and definitions of beauty expand, beauty players face a new mandate: Win over skeptical consumers, recalibrate...

A woman clutching a shopping basket while standing in a grocery aisle.

Article

An update on US consumer sentiment: In response to tariffs, most consumers plan to adjust spending

May 30, 2025 -

Consumer sentiment dropped precipitously as tariff news spread. Here’s the latest research from our ConsumerWise team.

A middle-aged couple shopping in a store, examining two different items they are interested in.

Article

An update on European consumer sentiment: Outlook holds, despite dismay abroad

June 2, 2025 -

While US consumers closely tracked tariff news and were less optimistic about their economy, European optimism ticked up marginally,...

Our people

Becca Coggins

Senior PartnerChicago

Leads McKinsey’s Global Retail and Consumer Packaged Goods Practices, and advises clients on transforming performance, health,...

Pavlos Exarchos

Senior PartnerLondon

Leads our work with retail and consumer goods companies in Europe, the Middle East and Africa, helping clients build world-class...

Bruno Furtado

Senior PartnerSão Paulo

Leads the Latin American B2C sector, working with companies ranging from retail, TMT, CPG, education, and health on their strategy,...

Simon Land

Senior PartnerDüsseldorf

Helps consumer-goods companies in both developed and emerging markets shape and execute growth strategies

Duncan Miller

Senior PartnerAtlanta

Leads commercial transformations at consumer companies to drive both topline growth and margin expansion, and oversees our consumer...

Rohit Razdan

Senior PartnerSingapore

Leads McKinsey’s consumer and retail work in Asia; advises consumer and retail clients on a broad range of issues related to...

Stefan Rickert

Senior PartnerHamburg

Coleads our CPG consumer care work globally, which includes clients in beauty, personal care, household care, and consumer health;...

Frank Sänger

Senior PartnerCologne

Coleads our consumer packaged goods work for the food and beverage industry globally

Kristi Klitsch Weaver

Senior PartnerChicago

Advising a wide variety of consumer-facing, global organizations at pivotal strategic points on topics including strategy, growth,...

Daniel Zipser

Senior PartnerShenzhen

Leads McKinsey’s consumer and retail work in Asia; advises Asian and multinational companies on growth and performance, bringing...

Podcast

Collection

McKinsey on Consumer and Retail Podcast: Insights from experts on business and management

McKinsey experts discuss the latest trends and the most pressing challenges for leaders in the retail and consumer-goods industries. Hear about the immediate and longer-term moves that matter most for business success. Topics covered include strategy, technology, marketing, operations, and organization.

Keep exploring

Consumer portfolio, innovation, and design

Driving profitable growth at pace through innovation

Two women shopping in a department store

Retail

Learn how we help clients increase efficiency and drive growth by refining the commercial offer and developing new organizational and technological capabilities.

Periscope by McKinsey

Periscope is the technology backbone of McKinsey’s Growth, Marketing & Sales Practice. It combines world-leading Intellectual Property, prescriptive analytics and cloud-based tools, with expert support and training. This unique combination drives revenue growth – now, and in the future.