The fast-moving consumer goods (FMCG) and Consumer Packaged Goods (CPG) market is at a pivotal point in Europe. With shifting consumer preferences, economic uncertainty, and the rapid evolution of digital platforms, the retail landscape is being reshaped across both physical stores and digital channels. This session explores these seismic shifts; from the rise of challenger and direct-to-consumer (DTC) brands to the growing power of online marketplaces and mobile shopping. It also examines how in-store experiences are evolving through retail media, data integration, and shopper marketing. Join us for actionable insights into how FMCG and CPG brands can thrive by connecting digital and in-store strategies to meet the changing behaviours of European consumers.