• Dr. MALARVIZHI PK

The Fast-Moving Consumer Goods (FMCG) industry in 2026 is undergoing a period of significant transformation, driven by shifting consumer values, technological advancement, and structural changes in global supply chains. This paper presents a conceptual overview of the key trends shaping the sector, including the growing influence of Gen Z consumers, the rise of personalization, the mainstreaming of health and wellness priorities, the expansion of e-commerce and quick-commerce channels, the bifurcation of demand between premiumization and private label growth, the embedding of sustainability into brand strategy, the emergence of purpose-driven marketing, and the operational imperatives of digital transformation and supply chain resilience. Drawing on emerging industry patterns, the paper synthesizes these trends into an integrated framework and discusses their implications for FMCG strategy, marketing, and operations. The paper concludes that sustained competitive advantage in the FMCG sector will depend on the ability of firms to treat these trends not as isolated initiatives but as interconnected elements of a unified business strategy.

Keywords: FMCG trends, Consumer Behaviour, Sustainability, digital transformation e-commerce, q- commerce, premiumization, private label, personalization, health and wellness, supply chain resilience, Gen Z Consumers, purpose- driven marketing

" An Overview of Consumer Behaviour, Digital Transformation, and Sustainability in the Fast-Moving Consumer Goods Sector", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 9, page no.b96-b100, September-2026, Available :http://www.jetir.org/papers/JETIR2609110.pdf

" An Overview of Consumer Behaviour, Digital Transformation, and Sustainability in the Fast-Moving Consumer Goods Sector", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 9, page no. ppb96-b100, September-2026, Available at : http://www.jetir.org/papers/JETIR2609110.pdf