Shrinking consumption across commodities is a stark reminder that it's time to innovate your business model

June 18, 2020
Emerging Ecosystems in Agrifood and Health
by Sara Olson
Truly disruptive

Sugar consumption is in focus as the most recent commodity to exhibit rapidly falling demand associated with COVID-19 and global lockdowns, but it is by no means an outlier among consumer products and ingredients. Periodic fluctuations in demand are commonplace, but COVID-19 is having once-in-a-generation impacts on consumption that are accelerating the need for CPGs and commodity companies to learn how to do more with less – namely, how to grow their businesses from shrinking top-line sales. Don't wait for sales to miraculously bounce back (they will not), but rather start now to innovate your business model – offer services, diversify products, explore new routes to market – to get ahead of the (falling) demand curve.

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