2021 consumer products

industry outlook
No-regret moves in the face of uncertainty
2021 consumer products industry outlook: No-regret moves in the face of uncertainty

Introduction
We begin the year confronted by several seemingly contradictory
realities. The overall macroeconomic environment faces continued
headwinds, yet the outlook for the consumer products (CP or CPG)
industry is relatively bright. More specifically, the service economy
continues to suffer, but consumers are shifting their unspent money
toward buying more goods. Even within CPG, there are winners and Outlook methodology
losers based on how well-positioned companies are to meet the
needs of the continued at-home consumption trend. It is a complex Deloitte consumer products industry specialists
and uncertain environment making navigation even more fraught defined and scenario-tested several dozen strategic
than usual. actions with the intention of identifying a core set that
proved valuable in all scenarios. This year, we sought
While there is good reason to be optimistic, even enthusiastic, additional external testing and confirmation for our
toward the prospects for growth in this year’s outlook, consumer views. These actions and other concepts were further
products companies should proceed with appropriate care. evaluated through a purpose-built, external survey of
However, after scenario analysis and connecting with an external senior executives at 55 consumer products companies.
panel of industry executives, we identify five “no-regret” strategic The combined analysis uncovered five themes that
moves that we feel represent the direction of the industry in 2021. represent the core direction of the consumer products
Specifically, consumer products companies are: industry in 2021. We call them “no-regret” moves
because they are actions that have strategic merit
• Resetting go-to-market strategies, regardless of how the future unfolds.
• Accelerating the shift to digital,

• Building supply chain resilience,

• Investing in tomorrow’s business foundations, and

• Connecting purpose to profit.

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 2021 consumer products industry outlook: No-regret moves in the face of uncertainty

Macroeconomic context The state of the consumer

To understand the direction of the consumer products sector The buying behavior of consumers changed significantly during
and how these no-regret moves fit, it helps to start with the overall the pandemic, and those behaviors are likely to persist throughout
economic environment. How 2021 will play out is predicated on much of 2021. Namely, the trend toward at-home consumption will
a variety of factors, including COVID-19 vaccine deployment, safety likely continue. Executives see consumers simplifying their lifestyles
restrictions, fiscal support, state and local government coffers, (around 80%) and retreating into the home (65%). Almost universally
the persistence of virtual schooling and work, and even consumer (95%), they see the work-from-home trend continuing for consumers.
psychology and the stickiness of new habits. Various assumptions Executives predict that the top purchase drivers will be health and
about the timing, degree, and/or effectiveness of all the above safety (92%), trust (92%), and quality (88%).
make for different scenarios regarding consumer spending in 2021.
As 2020 ended, Deloitte’s Global State of the Consumer Tracker
Here is what we know and believe about the near term. Personal showed that more than a third of consumers still did not feel safe
consumption expenditure (the mainstay of the economy) is still lower participating in everyday activities such as shopping in stores, while
than it was in Q4 20191 and is likely to be weighed down in the near around 40% were willing to pay a premium for convenience, which
term by weak economic activity, high unemployment, and overall was primarily driven by a desire to maintain safety. And there was,
uncertainty about the pandemic itself. However, not all sectors of course, a move to online shopping channels for both delivery
are experiencing the downturn in the same way, and a pandemic- and pickup. Seven in 10 executives said consumers are not going to
damaged economy can still be a good one for many CPG companies. return to prepandemic in-store shopping patterns in 2021, but that
Continuing from last year, there is a tangible shift in consumer could change with successful vaccination.
spending from services to goods. With key spending avenues such
as food places, travel, transportation, and theaters out of favor due While consumer health concerns are high and universally felt, the
to health concerns, consumers are instead increasing spending on financial aspects of the pandemic are experienced unevenly. For
goods. So far, durable goods are the biggest winners, but sales of instance, younger consumers are much more likely to say they are
nondurable goods are growing as well. worried about making upcoming payments or that they are putting
off large purchases.4 Labor market conditions are playing a part.
Despite generally improving since April, unemployment is still high
After years of focusing on efficiency, entering 2021, and many of those who are employed remain wary
revenue growth is now the No. 1 objective about their economic prospects. The bifurcation of consumers, who
in many ways live in different financial worlds, is likely to continue
of consumer products executives regardless of any relief on the health front.

In our baseline scenario for the second half, the story changes.2
A key to economic growth in 2021 and 2022 is distribution to and
acceptance of COVID-19 vaccines by the wider US population.
Economic activity and wider consumer spending are likely to pick
up as a result. Accordingly, we expect the US economy to expand in
2021 after a 3.6% contraction in 2020.3

Throughout the year, positive or negative surprises could expedite

or prolong the recovery and represent other, credible scenarios
that are part of our analysis. But the consumer products industry
itself enters 2021 with ambition and confidence. After years of
focusing on efficiency, revenue growth is now the No. 1 objective
of consumer products executives in our survey. And they think they
can achieve it. Four in five of those CPG executives are confident
in their organization’s ability to execute its business strategy in the
coming year.

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2021 consumer products industry outlook: No-regret moves in the face of uncertainty

Direction of the industry

With this economic backdrop and the context of the changing Perhaps not surprisingly, the first priority is adapting to the
consumer in mind, CPG companies recognize they should navigate sudden shifts in channel preference spurred on by the pandemic.
the road ahead with care. As mentioned earlier, there is much Through regulation or preference, consumers aren’t shopping in
reason for optimism, and companies will address their individual stores, frequenting restaurants, or commuting to work to support
circumstances in a variety of ways. But the direction of the downtown channels at the same rate. Instead, they are getting their
industry in 2021 will likely be characterized by the following five food and other goods where they can one-stop shop and seeking
no-regret moves. the convenience, safety, and availability offered by online channels—
all related to the overarching at-home consumption trend. More
than half of CPG companies see increased reliance on online and
Resetting go-to-market strategies omnichannel as a means of reaching and engaging consumers.
This is true even in areas like food and beverage, where historically
Consumers changed their behavior and preferences, so companies
the penetration of e-commerce has been low. Here, Unilever’s “Ice
are changing their go-to-market strategies and capabilities to match.
Cream Now” is notable for its success on multiple digital platforms,
Industry players are adjusting how they segment consumers, prioritize
including integrated sales through Uber Eats and other popular
channels, establish product portfolios, position their brands, and
app-based restaurant delivery services.5 Brand-building is
deploy service models. This work continues in the new year. Four
accelerating its shift online, too, and CPG companies should
in five companies indicate that resetting their go-to-market strategy
embrace digital-first marketing.
is critical to meeting their 2021 objectives, but only half rated the
current maturity of their related capabilities as high. As a result, the
This may also be direct-to-consumer’s (DTC) liminal moment.
vast majority indicated go-to-market is a top investment area.
Like retailers encroaching onto name-brand turf with private
labels, the CP industry is making moves to directly sell to consumers.
One in three executives say their companies are shifting focus to
DTC channels. One example is Perdue Farms, which, with fortuitous
timing, launched its DTC channel just three months ahead of
COVID-19 lockdowns in the United States; DTC has continued
to expand as a strategic priority for the company.6 Executives
who are making DTC part of their strategy say they are prioritizing
development of related DTC marketing (e.g., content, digital campaign
management, social activation) and supply chain (e.g., shipping-
friendly packaging, warehousing and fulfillment) capabilities.

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 2021 consumer products industry outlook: No-regret moves in the face of uncertainty

Potential strategy differences among companies with Q2 2020 revenue increase versus decrease

70%

60%
60%

50%
44%
40%
40% 36%

30%
30%
24%

20%

10% 10%
10%

0%
Rationalize product offerings Design new product offerings Introduce new services Resegment shoppers and
by reducing the number of (e.g., subscriptions, develop a completely new
SKUs produced and sold  digital enhancements)  go-to-market strategy 

Q2 2020 revenue increased Q2 2020 revenue decreased

Source: Deloitte analysis of a survey of consumer products executives, November 2020.

This move to DTC is true both for companies that did well and It is worth noting that, for CP companies to be successful in these
those that lost revenue during the initial wave of the pandemic, pursuits, they should develop their data intelligence capabilities to
but the latter group has an additional set of priorities. Those who anticipate and identify demand shifts. There is too much volatility
lost revenue are twice as likely to say they need to resegment and uncertainty not to wire these improved go-to-market systems
their consumer base and develop a completely new go-to-market with better headlights for strategic decisions and triggers for faster
strategy. In 2021, they will likely continue to rationalize their product action. And, like with e-commerce channels, those companies
offerings by reducing the number of SKUs produced and sold. Many looking to diversify and create new revenue streams should make
are also seeking diversification into offerings that better fit the at- sure they have the right digital and supply chain capabilities in place
home trend. They will likely spend 2021 designing new products and to support them.
introducing new service offerings to meet the need.

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2021 consumer products industry outlook: No-regret moves in the face of uncertainty

Accelerating the shift to digital Building supply chain resilience

People will see the words “digital acceleration” in almost everything Global supply chain disruptions are increasing in frequency and
they read this year, but that makes them no less true. The Fortune- magnitude. The last few years saw major disruptions spurred by
Deloitte CEO survey conducted in October was no exception. It geopolitical events (e.g., Brexit, US-China trade war), climate-related
revealed that 85% of CEOs across multiple industries agree that disasters, and public health crises. COVID-19 became the latest
the pandemic has significantly accelerated digital transformation.7 and most devastating event that exposed the vulnerabilities that
An important aspect, beyond the headline, is knowing what underpin the foundations of global supply networks. For decades,
digital acceleration means for CPG companies and how industry globalization, low-cost supply, and minimal inventory were the
participants are prioritizing their investments in 2021. key tenets of efficient supply chain management. The industry
is not abandoning those goals, but the emphasis in 2021 is on
Out of every capability or strategy assessed by our executive panel, building resilience.
digital showed the largest maturity gap. Three in four executives
said it is important to meeting their objectives, but only one in
four believed that their company is advanced in digital relative to
There is no stronger signal from our
their industry peers. It is no wonder that most executives say their executive panel than the importance of
companies will significantly increase their investment in digital.
More specifically, 80% of those making investments are allocating
supply chain resilience in achieving their
resources to improving their e-commerce and shopping platforms. strategic objectives
That includes about 60% who are investing in their digital DTC
channels, as discussed earlier. Resilience can come down to something as seemingly mundane
as the right packaging. When consumers suddenly started eating
But the digital shift includes other areas as well, like building internal all their meals at home, food companies had to quickly source and
capabilities and efficiencies with technology. In fact, improving deploy packaging appropriate to retail channels in order to switch
productivity and efficiency was a close second to growing revenue as over their higher-bulk food service sector lines. Or, as consumers
the top overall industry outcome sought for 2021. Cloud computing wanted to shop in-store less frequently, companies needed
is, of course, behind the scenes in almost every case. But in what, innovative packaging to do things like preserve the shelf life of
specifically, are companies investing? After already making significant fresh food or reduce packaging waste on deliveries. Often, it is a
outlays in 2020, three in five execs say they will invest further in their combination of things. For example, Beyond Meat not only quickly
work-from-home platforms during the coming year. More than one in switched some food service production lines over to retail products
three are upgrading their enterprise technology, as well as investing and developed value packs, but also launched a DTC operation—all
in robotic process automation (RPA) and artificial intelligence (AI) in a matter of months.10
technology, as the Industry 4.0 movement marches forward on the
manufacturing side. This includes the meat processing industry, Simply put, resilience is how companies keep their supply chains
which is known to be relatively conservative in its adoption of from breaking and restore them quickly when they do. It is also
advanced automation. In light of the pandemic, it is now increasing how they can gain the nimbleness and scalability to power new
investment in robotics to improve worker safety and efficiency.8 go-to-market approaches and innovative business models. Building
resilience means creating surety of supply so you can manufacture
All this further investment in digital elevates the need for proper the finished goods you want, predicting demand to know how much
protection. Yet the maturity gap in this area, in part, is a likely you need and where it will be needed, and building in flexibility
acknowledgment that companies are not where they should be to shift supply around to different locations and channels as
in terms of cybersecurity. Risks are rising. Early in the pandemic, the situation inevitably changes. Note that this isn’t a “wartime”
the FBI announced it had seen a 400% increase in cybercrime resilience, where inventory is stockpiled just in case. It is instead a
complaints.9 Half of executives indicate their companies will increase bounded resilience. Consumer products companies seek to manage
their 2021 investments materially in data privacy and cybersecurity. costs, understand trade-offs, and not overreact to shocks, especially
since the next crisis will often manifest differently from the last.

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 2021 consumer products industry outlook: No-regret moves in the face of uncertainty

approach will likely be pursued in 2021 to defend and advance

competitive positions and to fund future growth opportunities.
Three in five executives from our panel indicated they will invest
significantly in cost-structure realignment in the year ahead.

As companies get more experience with remote work on virtual

platforms, they should reexamine business processes that could be
reinvented, augmented with technology, or better serviced by a third
party. With work less geographically fixed and decoupled from old
There is no stronger signal from our executive panel than the routines, it opens opportunities to rethink the nature of the work,
importance of supply chain resilience in achieving their strategic skills needed, and where work takes place. As mentioned earlier,
objectives (with more than 95% indicating it is important or very about one in three companies in our panel will invest in robotic
important). They also recognize there is more work to do. Slightly process automation to make its processes more efficient, as well
more than half of the companies assess themselves as having as migrating them to the cloud. Companies will also likely identify
advanced capabilities. Not surprisingly, nine in 10 companies say partners that can more efficiently perform operations, manage
they are making significant further investment to improve their innovation, or even take on full management of noncore business
supply chain resilience. processes or functions.

Companies are following a mix of strategies to create surety of But remote work and a changing workplace also create new
supply, depending on their circumstances. Some are shortening their challenges when it comes to talent. When asked how they would
supply chains and repatriating to derisk. About an equal number of invest a blank check, one executive said, “I would spend it on the
others say they are past the point of no return on globalization and employee experience. We need to retain our talent and, given the
are pursuing other strategies. Having better data and analytics to influx of remote work, that will be harder to do.” Retaining top talent
plan and predict demand often starts with an outside-in approach is a top-five objective for 2021 in our executive panel.
to data that helps companies see change before it pops up in their
organization. About three in four executives agree that they will A subset of companies will consider M&A as a means of reshaping
make more use of external data for predicting demand. Slightly more their corporate portfolio for a stronger foundation. There are
than half see AI beginning to replace historical statistical forecasting offensive and defensive motivations. M&A this year will likely be
in 2021. They are also looking to metrics to better manage resilience especially important for those companies that were not as well-
itself. Four in five say measuring supply chain resilience will be positioned to capitalize on the changes instigated by the pandemic.
increasingly important to them. Industry 4.0 digital supply chain Executives in our panel are 50% more likely to invest in their M&A
networks help make that measurement and management possible, strategy if they took a revenue hit in Q2 2020 relative to those who
improving execution overall.11 The flexibility aspect is also of had stable or increased revenue. This same group of companies
heightened interest, with nine in 10 execs prioritizing the capability that took a revenue hit look to create diversification in their offerings
of their supply chains to react more quickly to consumer needs. and build business in more attractive segments, as well as divest of
those that no longer fit their strategy. Fortunately for them, frequent,
small-sized acquisitions for purposes of extending into and exploring
Investing in tomorrow’s new spaces tend to outperform.12 Companies divesting or being
acquired should prepare for extra-rigorous due diligence in this
business foundations environment. Being a well-prepared seller can make the process
easier for everyone.
CPG companies aren’t letting the crisis go to waste. They are using
this moment of great change to make improvements to aspects of We would be remiss if we did not discuss a reenergized basic that
their businesses structure and operations that are likely needed for should be at the foundation of every consumer products business:
a stronger future. One agenda item is cost structure realignment. health and safety. These capabilities ranked a close second in their
At the onset of the pandemic, many companies quickly engaged in importance to companies achieving their objectives in the year
tactical cost-cutting measures—reducing working capital, closing ahead. Companies in our panel consider this area to be of high
facilities, and selling assets. For some companies, those measures maturity. However, respondents strongly agree there is more to be
were critically necessary to conserve cash and keep the business done on health and that consumers will continue to care.
afloat. However, a more strategic, structural cost transformation

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2021 consumer products industry outlook: No-regret moves in the face of uncertainty

Connecting purpose to profit purpose as a reporting exercise and make it a core part of their
strategy will likely reflect that change organizationally. They recognize
Consumers want more than improved protection of their health and purpose shouldn’t be managed on the side as part of a CSR
safety to come out of the COVID-19 crisis. In fact, nearly nine in 10 organization, but instead integrated into the management system for
say the pandemic is “an opportunity for large companies to hit ‘reset’ all aspects of business decision-making. Companies that are specific
and focus on doing right by their workers, consumers, communities, in how they define and communicate their goals will likely also be
and the environment.”13 Our industry panel agrees. Three in four said well-served. It is one thing to declare a pro-environmental stance
that a “strategy to place purpose alongside profit, express corporate and another to state that your company, through its core business
values, and address heightened consumer attention to sustainability, practices, will restore 100,000 square kilometers of Amazon
social justice/equality, and environmental consciousness” will be rainforest. PVH, through its “Forward Fashion” targets, set the
important to achieving their strategic outcomes in 2021. More than ambitious goal to “generate zero waste, zero carbon emissions, and
three in five are backing that up by making meaningful investments. zero hazardous chemicals” and for their products to be circular (i.e.,
fully reused). Importantly, they get even more specific. For example,
CPG companies have good reasons to make these investments. they have a stated objective to improve the lives of 1 million people
Purpose has evolved from a differentiator and competitive across the company’s value chain and commit that “three of the
advantage to a core business mandate that requires line-of-business company’s most commonly purchased products will be completely
and even board-level attention. A recent “strength of purpose” circular, including the full traceability of key raw materials, by 2025.”20
study of more than 8,000 global consumers and 75 companies
demonstrated that when a brand has a strong purpose, consumers
are four times more likely to buy, six times more likely to protect,
four and a half times more likely to recommend, and four times more
likely to trust the brand.14 Other research shows consumers are even
willing to pay a small premium for products from companies that
have transparent supply chains reflecting their environmental, social,
and governance (ESG) goals.15

Purpose is not a concession to profit. Instead, it is an accelerant.

Case study
More than half of CXOs say they have successfully generated new
revenue streams from socially conscious offerings.16 Holding true to
The United Nations18 estimates that water scarcity
purpose is even becoming important to accessing capital. Consider
affects 40% of the global population, and by the next
that ESG-mandated funds are forecast to grow at 3x the rate of
decade, it could cause the displacement of 700M
nonmandated assets and could account for half of all professionally
people. Archer Daniels Midland (ADM)19 has a vital role
managed investments within five years.17 Or consider that M&A due
in feeding the world, but that, of course, takes a lot of
diligence is starting to incorporate sustainability evaluations as a
water. Recognizing they had an opportunity to make a
precursor to transactions. Access to these investors is predicated
meaningful difference, they developed new processes
on meeting CSR demands. Channel acceptance is also affected, as
and implemented technology and automation in
retailers are looking at sustainability-related risk in their evaluations
partnership with Ecolab. The water saved by reducing,
of surety of supply.
reusing, and recycling within its plants is the drinking
water equivalent necessary to meet the needs of
To be successful in this endeavor, think in terms of building trust
almost 8M people annually. It also helped the
(which, in addition to competence, often requires companies
company’s bottom line, returning more than $25M
show humanity and provide transparency). Companies should act
annually in value through reduced operational costs.
consistently with their stated purpose to keep that trust. Three-
quarters of the companies in our executive panel believe consumers
will support companies that take authentic moral stands; the
key word is “authentic.” An inconsistency or disconnection in the
actions of a company from its stated purpose might be punished
by consumers. Additionally, companies that move beyond treating

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 2021 consumer products industry outlook: No-regret moves in the face of uncertainty

Closing thoughts

We arrived at this year’s outlook by identifying the key strategic

actions companies are taking now to build value, independent of future
uncertainty. To validate our findings, we asked executives from various
CPG companies to honestly evaluate three things about each strategy
or capability put forth: Its importance in achieving their objectives for
2021, their company’s maturity in that area relative to their industry,
and how much they would be investing to develop it. The results not only
validate that CPG leader priorities align with our “no-regret" moves, but
in several cases also revealed important maturity gaps driving individual
investment decisions. While this outlook centers on strategic actions that
are likely to shape the overall direction of the industry, each company’s
circumstances will be unique. As each organization sets its own plan
for 2021, we would encourage every consumer products company to
ask itself these same three questions and evaluate its own gaps when
developing their approach to this challenging yet exciting year. We believe
those companies that appropriately play offense, invest, and accelerate
out of the COVID-19 crisis will separate themselves from the competition
and build stronger consumer relationships.

Resetting Accelerating the Building supply Investing in Connecting

go-to-market shift to digital chain resilience tomorrow's business purpose to profit
strategies foundation

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2021 consumer products industry outlook: No-regret moves in the face of uncertainty

Endnotes
1. United States Bureau of Economic Analysis, National Accounts, sourced 12. Barb Renner et al., “Serial and small: M&A strategies that work for consumer
through Haver Analytics. products companies,” Deloitte Insights, August 2020, https://www2.deloitte.
com/us/en/insights/industry/retail-distribution/cpg-m-and-a.html.
2. Dr. Daniel Bachman, Akrur Barua and Lester Gunnion, “COVID-19 will weigh
on consumer spending till vaccinations change the game,” Deloitte Insights, 13. “What Americans Want from Corporate America During the Response,
December 2020, https://www2.deloitte.com/us/en/insights/economy/ Reopening, and Reset Phases of the Coronavirus Crisis,” JUST Capital, June
spotlight/economics-insights-analysis.html. 2020, https://justcapital.com/reports/survey-what-americans-want-from-
corporate-america-during-the-response-reopening-and-reset-phases-of-the-
3. Dr. Daniel Bachman, “United States Economic Forecast: 4th Quarter 2020,” coronavirus-crisis.
Deloitte Insights, December 2020, https://www2.deloitte.com/us/en/insights/
economy/us-economic-forecast/united-states-outlook-analysis.html. 14. “The 2020 Zeno Strength of Purpose Study,” Zeno Group, June 2020, https://
www.zenogroup.com/insights/2020-zeno-strength-purpose.
4. Stephen Rogers et al., “Deloitte State of the Consumer Tracker,” Deloitte,
November 2020, https://www2.deloitte.com/us/en/insights/industry/retail- 15. Alexis Bateman and Leonardo Bonanni, “What supply chain transparency
distribution/consumer-behavior-trends-state-of-the-consumer-tracker.html. really means,” Harvard Business Review, August 2019, https://hbr.org/2019/08/
what-supply-chain-transparency-really-means.
5. Hanna Ziady, “This company conquered the ice cream market. Home delivery
is the final frontier,” CNN Business, November 2020, https://edition.cnn. 16. Punit Renjen, "Success personified in the Fourth Industrial Revolution: Four
com/2020/11/14/business/unilever-ice-cream. leadership personas for an era of change and uncertainty," Deloitte Insights,
January 2019, https://www2.deloitte.com/content/dam/Deloitte/global/
6. “Perdue Farms Launches New Direct-to-Consumer E-Commerce Website in Documents/gx-davos-DI_Success-personified-fourth-industrial-revolution.
Centennial Year,” PR Newswire, January 2020, https://www.prnewswire.com/ pdf.
news-releases/perdue-farms-launches-new-direct-to-consumer-e-commerce-
website-in-centennial-year-300982699.html. 17. Sean Collins and Kristen B. Sullivan, "Advancing environmental, social, and
governance investing: A holistic approach for investment management firms,"
7. Based on analysis of data from Fortune-Deloitte CEO Survey, October 2020. Deloitte Insights, February 2020, https://www2.deloitte.com/content/dam/
8. Preeti Padma, “Robotics automation in the meat industry is on the horizon,” insights/us/articles/5073_Advancing-ESG-investing/DI_Advancing-ESG-
Analytics Insight, November 2020, https://www.analyticsinsight.net/robotics- investing_UK.pdf.
automation-in-the-meat-industry-is-on-the-horizon. 18. United Nations, Sustainable Development Goals, “Goal 6: Ensure access to
9. Maggie Miller, “FBI sees spike in cyber crime reports during water and sanitation for all,” accessed November 2020, https://www.un.org/
coronavirus pandemic,” The Hill, April 2020, https://thehill.com/policy/ sustainabledevelopment/water-and-sanitation.
cybersecurity/493198-fbi-sees-spike-in-cyber-crime-reports-during- 19. Ecolab, “Helping ADM Save 2.3 Billion Gallons of Water,” https://www.ecolab.
coronavirus-pandemic. com/stories/helping-adm-save-billions-of-gallons-of-water.
10. Elaine Watson, “Beyond Meat to launch value packs, more aggressive pricing, 20. PVH, “Fashion Forward Targets,” July 2020, https://responsibility.pvh.com/wp-
and direct-to-consumer operation,” FoodNavigator-USA, May 2020, https:// content/uploads/2020/07/PVH-Forward-Fashion-Targets.pdf.
www.foodnavigator-usa.com/Article/2020/05/06/Beyond-Meat-to-launch-
value-packs-more-aggressive-pricing-and-direct-to-consumer-operation.

11. Barb Renner et al., “2020 Consumer Products Industry Outlook,” Deloitte,
January 2020, https://www2.deloitte.com/us/en/pages/consumer-business/
articles/consumer-products-industry-outlook.html.

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 2021 consumer products industry outlook: No-regret moves in the face of uncertainty

Authors
Barb Renner Bernardo Silva Jagadish Upadhyaya
Vice chairman and Managing director Manager
US Consumer Products leader Consumer Products Deloitte Consumer Industry Center
Deloitte Tax LLP Deloitte Consulting LLP Deloitte Services India Pvt. Ltd.

Justin Cook Josh Mellinger

Research leader Senior manager
Consumer Products Fresh Supply Chain leader
Deloitte Consumer Industry Center Deloitte Consulting LLP
Deloitte Services LP

Contributors
Rich Nanda Daniel Bachman Tim Gaus James Cascone
Principal Senior manager Principal Partner
Strategy & Analytics Deloitte Services LP Deloitte Consulting LLP Deloitte Risk & Financial Advisory
Deloitte Consulting LLP Deloitte & Touche LLP

Akrur Barua Amy Silverstein Margaret Martsching

Manager Senior manager Senior manager
Economist Monitor Institute Analyst Relations
Deloitte Services India Pvt. Ltd. Deloitte Consulting LLP Deloitte Touche Tohmatsu Limited

Contacts
Barb L. Renner Stephen B. Rogers
Vice chairman and US Managing director
Consumer Products leader Deloitte Consumer Industry Center
Deloitte Tax LLP Deloitte Services LP
+1 612 397 4705 +1 203 563 2378
[email protected] [email protected]

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