Tap into the dynamic FMCG market and capitalize on emerging trends, unlock new market opportunities, and build successful strategies that drive sustainable growth.

Shaping the future of retail with breakthroughs in the FMCG industry

FMCG is witnessing a transformative shift driven by emerging technologies and evolving consumer habits. E-commerce, AI-driven analytics, and sustainable packaging are propelling market growth, resulting in more efficient supply chains and personalized experiences. As the FMCG industry adapts to these changes, new opportunities for innovation and disruption emerge. Waveup is dedicated to unearthing hidden opportunities in high-growth industries, such as FMCG, and applying market knowledge to assist our clients in formulating and implementing result-driven growth roadmaps. In-depth industry analytics form the foundation of our services, delivering comprehensive support in the design and execution of growth ventures – from securing funds to scouting for M&A prospects and crafting new market entry plans. Whether your needs are limited to gaining industry insights or you want to receive bespoke guidance, we are here to help you confidently navigate the dynamic FMCG landscape.

Of students purchased new FMCG products every four weeks while shopping.


By 2030, e-commerce is anticipated to account for 11 percent of total FMCG sales, reflecting a huge uptake in its contribution.

Fueled by growing eco-awareness, personalization, and consumer spending on ready-to-eat products

40% of consumers are driven by the use of recyclable packaging materials.


Of consumers are more likely to make a purchase from a brand that provides personalized experiences.


Consumer spending on food is expected to reach approximately 8.85 trillion U.S. dollars by 2025.


In the last 5 years, FMCG startups attracted over $10B in funding

With the largest deals going to:

  • Food and Beverage
  • Personal Care
  • Household Products
  • Health and Wellness

Leading FMCG investors we worked with

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The challenges of FMCG startups

Navigating the dynamic terrain of the Fast-Moving Consumer Goods (FMCG) industry requires agility, making startups grapple with distinct complexities when pursuing venture capital funding.

Differentiating in a crowded market

The FMCG landscape teems with a relentless competition. To capture the discerning gaze of investors, startups must distinctly showcase their disruptive prowess. Exceptional selling propositions, groundbreaking product attributes, or trailblazing marketing strategies can carve a niche for a startup, setting them apart in this bustling arena.

Forecasting demand in a volatile market

Fluctuating consumer preferences, unpredictable economic conditions, and rapidly evolving trends make it difficult for startups to accurately anticipate and meet demand. To succeed, these startups must employ advanced data analytics, market research, and consumer insights to develop robust forecasting models that can adapt to the ever-changing landscape, ensuring optimal production and distribution strategies.

Managing inventory and supply chains

Effective inventory and supply chain management are crucial in the FMCG sector, where products often have short shelf lives. Startups must demonstrate their strategies for managing these aspects efficiently to prevent waste and optimize profitability which should be reflected in their financial forecasts.

How we can help

Fundraising advisory

From diligent business analysis to storytelling and financial forecasts, we’re helping founders crystallize and structure key business fundamentals and translate them into a compelling investment opportunity framed in a winning pitch deck for a FMCG startup.

Due diligence and portfolio support

Evaluating potential investments, conducting thorough due diligence, and supporting portfolio companies on their new fundraising rounds.

Established companies
Growth hacking

Discovering market opportunities and developing execution strategies to build actionable and scalable blueprints for growth.


Unlocking your next stage of growth

Waveup is a leading global advisory empowering companies to fuel growth, attract investments, and secure strategic partnerships.

We turn data into business insights that drive results, helping companies excel in the competitive B2C and B2B spaces across 50+ verticals, discovering and catalizing opportunities for growth.

Our FMCG investment consulting services

Market intelligence

Fundraising support

Pitch decks

Financial models

Investor research

Growth consulting

Go-to-market strategies

Marketing/sales materials

Design support

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Industries we work with

Working on your endeavor in FMCG? We're all ears

Our distinctive edge is rooted in our continuous interaction with new and evolving fields, giving us a superior understanding of innovative business designs and growth tactics, revolutionary tech, and the latest industry trends.

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