Revenue Growth Management

Revenue Growth Management Hub

Your digital guide to growth and value creation

A Gateway to Value Creation: Revenue Growth Management Hub

A comprehensive source of RGM thought leadership by Kantar XTEL. Scroll down to access dedicated Revenue Growth Management content available through this page: research studies, miniguides, customer stories and much more.

Global Revenue Growth Management Study 2023 - 3rd Edition

This year marks the 3rd edition of The Global Revenue Growth Management Study by Kantar XTEL, highlighting the challenges, opportunities and ways forward for CPG brands.

Patterns and trends are beginning to emerge in the insights from the last three studies, enabling expert advice and recommendations to be compiled in a relevant and opportune manner. The prevalent perception amongst CPGs is that commercial challenges will be more pressing across the board and that going back to pre-pandemic ways of operating is just not an option. More future uncertainties and the faster-evolving shopper behaviours often result in increases in trade investments across multiple commercial levers and channels, making it one of the biggest costs on the P&L. 

Therefore the need to have a holistic view and approach to Revenue Growth Management, from price increases to package innovation, is becoming top of the CPG agenda. Better equipping the organisation with scalable, repeatable and intelligent systems, capabilities and processes enables growth-orientated decisions to be taken, the ability to respond to changes faster and maintain competitive advantage.

Visit the dedicated page and download the document through this form.

Global Revenue Growth Management Study 2023: Webinars

European Webinar in partnership with EPP Pricing Platform

Sponsored by:
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Last July, three expert speakers, Piet Surmont, Caroline Shoushanian and Mark Hamilton-Bowker shared the highlights from the findings during this webinar and answered questions from participants.

Below you can watch the first four minutes of the webinar recording, and then register to watch the full 40-minute webinar recording.

Americas Webinar in partnership with Promotion Optimization Institute 

Sponsored by:
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This year's Global RGM study revealed how the impact of raw materials cost inflation, forced North American CPG companies to be more nimble, adapting strategies quickly and frequently.

Listen to experts Allen Rector, Evert Verlinden and Alan Skiles as they share key study insights and recommendations: Sign up below.

Revenue Management Today and Tomorrow - A Conversation with Perfetti Van Melle

In this case study presentation made at the POI event in Dallas in 2022, Alan Skiles from Kantar XTEL discussed RGM with Paul Ford from Perfetti Van Melle to share how the company has taken steps to protect their brands and set them along the path for profitable growth. 

Alan Skiles

Head of RGM North America

Kantar XTEL

  Paul Ford Perfetti

Paul Ford

Global Revenue Growth Director

Perfetti Van Melle

Global Revenue Growth Management Study 2022 - 2nd Edition 


Our Global RGM Study 2022

RGM is the most advanced practice for creating value and winning with retailers and shoppers. CPG's who embrace the transformation journey to make RGM an everyday practice and mindset, will realise the full potential of the company's brands across markets, and create competitive advantage.

In this webinar, hosted with EPP Pricing Platform,  CPG experts Kerem Cataner and Ed Bishop discuss the Global Revenue Management study findings. Watch the webinar and discover what FMCG's highlighted during the survey, how respondents indicated that a holistic approach to RGM can balance the impact of multiple levers on the P&L, from price increases to package innovation, from premiumisation to short-term trade promotions, indicating that revenue growth management capabilities have moved to the forefront of the FMCG agenda.

You can also download the full research report here.

Global RGM Study 2022 webinar in partnership with EPP Pricing Platform

Global Revenue Growth Management Study 2021 - 1st Edition

Revenue Management in the Wake of Economic Recovery

During the COVID-19 pandemic, the FMCG sector had to cope with fluctuating supply and demand, unprecedented consumer and shopper behaviours, and a constantly shifting legislative landscape.

This global ‘perfect storm’ affected categories and suppliers differently, with some better positioned than others to weather the changes. Similarly, for retailers, there were winners and losers. Those that have been able to meet these challenges more dynamically than their competitors are better placed to grow in the future.

In addition, there was a widely held belief that a greater focus on revenue growth management (RGM) capabilities will be a key element for manufacturers and suppliers as they reassess and
adapt their practices, to drive the right combination of assortment, pricing, promotions, and trade terms to deliver future growth. This industry study confirmed FMCG organisations’ commitment to value and profitability growth.

Interested to understand in more depth how these challenges affected manufacturers and distributors, Kantar XTEL surveyed some of the largest companies in the CPG industry: gathering their perceptions on the effects of the pandemic, structural changes they had seen, and their opinions on how the sector may change in the future.

In 2021 FMCGs planned to invest in Revenue Management and overcome barriers to success

  2021 Global Revenue Management Study

Click here to download the Kantar XTEL Global RGM study 2021

More Revenue Growth Management Content

RGM Mini Guide Series


In this miniguide series, we will examine three key levers of revenue growth management: promotion, pricing, and assortment. Each miniguide will help you drive winning revenue management strategies that will deliver mutual growth with partners and better meet the evolving needs of shoppers and consumers.

Trade Promotion

Road between islands

Invest wisely and maximise ROI through valuable and actionable promotional strategies across brands, channels and customers.

Read the mini guide


Road bridge

Understand the power, risks, and opportunities of price, to generate value and profit growth for you and your customers.

Read the mini guide


Road through a forest

Shape winning brand portfolios, category recommendations, and in-store strategies to meet shoppers’ needs and accelerate market growth.

Read the mini guide

Embedding Revenue Growth Management in the year after hyperinflation

After 12 months of 10% to 15% of average inflation rate for most countries across the globe, CPG's are looking to embed Revenue Growth Management across the business.

Read the article penned by our expert Evert Verlinden.

Upfield plant based products
Upfield Client Success story
Accelerating profitable growth with consistent and coordinated processes and systems into a holistic RGM approach.
Upfield success story