Shelf Empty, Sales Lost: Why Availability Wins in FMCG

In the fast-moving consumer goods arena, a harsh reality confronts even the most beloved brands: if your product isn’t available when customers need it, they will switch. And increasingly, they might not return. This isn’t speculation. It’s the unforgiving mathematics of modern retail, where field activation excellence and route-to-market planning have emerged as the ultimate differentiators between market leaders and those left behind.