The FMCG sector is undergoing a major transformation, driven largely by the influence of women—both as consumers and leaders. With women controlling a staggering $31.8 trillion of global spending and making up a significant portion of the workforce, their impact on this industry is undeniable. From leadership roles in major corporations to the rise of female-led direct-to-consumer (D2C) brands, women are reshaping the landscape of the FMCG world, demanding more sustainable, authentic, and socially responsible products.
The Growing Role of Women in FMCG Leadership
According to McKinsey & Company, companies with diverse leadership teams perform better than those with more homogeneous ones. FMCG companies with strong female representation in senior roles are increasingly proving this point. The McKinsey report found that businesses in the top quartile for gender diversity on executive teams were 25% more likely to report above-average profitability. This highlights the tangible financial benefits of gender diversity and inclusion.
For instance, PepsiCo is working on an ambitious initiative in India to boost the livelihoods of 1 million women by 2026, focusing on sustainable development, gender equality, and providing job opportunities. This is an example of how global FMCG giants are recognising the impact women can have—not just as consumers, but as key drivers of industry transformation.
Women’s Influence on FMCG Consumer Behaviour
Women’s purchasing decisions are having a transformative effect on the FMCG landscape. As of 2024, women control an estimated $31.8 trillion of worldwide spending, and this figure is expected to grow. Within the next five years, women globally will control 75% of discretionary spending. Women already influence between 70-80% of all consumer spending, which means their preferences and values are reshaping the entire industry.
It is becoming clear that brands need to adapt their strategies to engage with female consumers more effectively. Key factors motivating women’s purchase decisions include product quality, emotional connection, and social responsibility. Women increasingly prioritise brands that reflect their values—whether it’s sustainability, ethical sourcing, or social causes. To win their loyalty, FMCG brands must do more than just deliver products; they must also convey authenticity and purpose.
Post-Pandemic Shifts: Women and E-Commerce Growth
One of the significant post-pandemic trends in the FMCG sector has been the shift towards online purchasing. Direct-to-consumer (D2C) brands, particularly those led by women, saw tremendous growth. In 2023, transactions for women-led D2C brands increased 54-fold compared to the previous year, driven largely by consumers looking for niche products online.
The top-performing categories in this space included beauty and wellness, apparel, artificial jewellery, supplements, and personal care. This surge underscores the growing influence of female entrepreneurs in the FMCG space and highlights how digital platforms are providing women with the tools to launch successful brands and connect with consumers in new ways.
Women Shaping FMCG Sustainability Initiatives
One of the most significant shifts being driven by women in the FMCG industry is the focus on sustainability. A growing number of female leaders are driving initiatives aimed at reducing environmental impact, promoting ethical sourcing, and creating greener supply chains. For example, women in leadership roles are playing an instrumental part in shaping corporate social responsibility (CSR) agendas, ensuring their companies adopt more sustainable practices.
Women consumers are also pushing for more environmentally conscious products. FMCG companies are responding to this demand by offering eco-friendly choices, from reducing plastic packaging to promoting biodegradable products. This trend towards sustainability is reshaping the FMCG landscape, as brands realise that they must align with the values of their female consumers or risk losing market share.
FMCG Marketing: The Power of Emotional Connection
Women’s influence on FMCG marketing strategies cannot be overstated. Brands that create an emotional connection with their customers are more likely to succeed, and this is an area where women excel. Whether it’s understanding the nuances of consumer behaviour or crafting messaging that resonates on a deeper level, women in FMCG marketing are helping brands forge lasting relationships with consumers.
Equality, sustainability, and authenticity are the guiding values for many women when making purchasing decisions. Brands that can effectively communicate these values are not only able to engage women consumers but also foster long-term loyalty. This shift towards purpose-driven marketing is particularly important as younger generations—who are more socially conscious—become a larger part of the consumer base.
The Women Workforce
Despite this rising consumer influence, women still remain underrepresented in senior leadership positions across many industries, including FMCG. According to LinkedIn data published by the World Economic Forum, women hold just 32.2% of senior leadership positions globally as of 2023, a figure significantly lower than their overall workforce representation of 41.9%. Although the FMCG sector is ahead of industries like Manufacturing (24.6%) and Oil, Gas, and Mining (18.6%) in terms of gender diversity at the executive level, there is still considerable room for growth.
In industries like Consumer Services and Retail, where women make up 45.9% and 38.5% of senior leadership, respectively, there is a more prominent female presence. However, the gap between entry-level roles and C-suite positions remains a challenge. For instance, in Consumer Services, women hold 64% of C-suite roles compared to their entry-level representation. This imbalance highlights the need for continued efforts to promote gender parity at the highest levels of corporate leadership, particularly in industries like FMCG that are driven by consumer preferences where women hold significant purchasing power.
Efforts to close this gender gap are gaining momentum, with many companies launching initiatives to support women’s career advancement. From mentoring and training programmes to more flexible working arrangements, these efforts aim to create more inclusive workplaces and ensure women are equally represented at all levels of the industry.
The Future is Female
The impact women are having on the FMCG sector is undeniable. From influencing purchasing decisions to driving corporate strategies, women are at the heart of the industry’s growth and transformation. As consumers, women are pushing brands to be more sustainable, socially responsible, and authentic. As leaders, they are steering companies towards greater profitability, innovation, and inclusivity.
The post-pandemic world has further highlighted the importance of women in FMCG, particularly with the rapid growth of female-led D2C brands and the increasing focus on e-commerce. The message is clear: brands that wish to thrive in the future must not only cater to women as consumers but also support and empower them as leaders.
For businesses in the FMCG sector, the opportunity is immense. By embracing gender diversity, fostering female leadership, and aligning with the values that matter most to women, companies can navigate the evolving market landscape with confidence and remain competitive in a fast-changing world.