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More brands than ever before are competing for shelf space and a share of customers shopping baskets.
The spread of supermarket house brands across more and more categories is placing incredible pressure on FMCG brands to remain noticed.
Indeed the growth of house brands has become the number one concern of suppliers, according to a recent Nielsen survey of 130 senior executives from packaged goods companies.
Eight seconds is all the time the average person spends looking at products on the supermarket shelf, the decision on which brands to buy actually takes less than two seconds.
The key challenge for brands is to have won the battle of choice before the customer even enters the supermarket.