Innovators in FMCG love Direct to Consumer
Destination Innovation
MARCH 16, 2018
In 2010 the Gillette brand which is owned by Proctor and Gamble held 70% of the US market for razors. It boasted continuous innovation in product design and enjoyed a gross margin of around 60%. Its market share has now slid to around 50%. It has suffered at the hands of two aggressive start-up companies which went direct to consumer (DTC). They are Harry’s and Dollar Shave Club.
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