When is too much, too much? When it comes to variety, the emerging CPG market in Russia is overwhelmingly flooded with an abundance of choices in regards to retail items. In emerged markets, we have seen a trend in downsizing by retailers, to optimize the appropriate SKUs for individual shopper segments and to simplify deselection.
But do shoppers and retailers in these emerging markets feel the same way? How should Western brands rethink their product innovation pipeline and optimize SKU selection to meet the demands of choice and variation in these markets?