Unilever’s New Strategies, Dunnes’ Promotion Success, and the Continued Rise of Private Labels

Unilever is shifting its marketing focus to social media influencers, increasing its digital ad spend from 30% to 50%, while also accelerating food brand disposals, aiming to cut €800 million in costs. Meanwhile, Dunnes remains Ireland’s top grocer as shoppers embrace promotions amid inflation. Private labels continue their global rise, with over 53% of consumers preferring store brands due to price sensitivity and quality concerns. Brands must adapt to these shifting dynamics to stay competitive. FMCG Weekly - News and trends curated by Accuris, the leading independent consultancy for revenue growth management