Growth, Brands, and More is the FMCG Growth Operating System in podcast form.
Each episode breaks down how consumer goods brands win (or lose) in competitive markets. Hosted by Filiberto Amati, a growth consultant with 25 years of experience across P&G, Philips, and Campari, the show goes deep into the levers that drive real commercial results: portfolio architecture, route to market, pricing logic, brand strategy, shopper behaviour, and category dynamics.
Guests are operators, not theorists — senior executives and founders from Heineken, Diageo, Coca-Cola, Unilever, P&G, Danone, and Pernod Ricard, alongside entrepreneurs building the next generation of FMCG brands.
No generic marketing advice. No thought leadership filler. Built for the people running brands or advising the ones who do.
For more on FMCG intelligence: https://www.filibertoamati.com/
For more on GOS: https://www.amati-associates.com/diagnostic/
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One K, many shapes | Dennis Draeger and Marco Bevolo
Filiberto sits down with Dennis Draeger and Marco Bevolo to go through a Shaping Tomorrow report on the K-shaped split in consumer goods. Demand is moving to premium or to value, and the middle price tier is emptying.
Dennis builds four scenarios on two open questions. Does the K deepen, or does the middle fill back up? And do private labels keep gaining on brands? In one scenario, quality-value convergence, brands and own label compete on quality per price until the line between them blurs.
The picture changes by region. Private label already holds about half of European supermarket sales. In the US, retailers sell premium own label, often at A-brand prices. In India and China, premium reaches buyers through sachets and small packs. In Europe and North America, premium now rests more on efficacy and scientific proof than on heritage.
Marco turns this into four decisions for the next planning cycle: move each mainstream brand up, down or out; write a separate value-tier playbook for each region; audit any premium claim that rests on heritage alone; and give the C-suite a regional early-warning dashboard.
The last part of the conversation ranges wider. It covers Lidl behaving like a cultural brand, younger shoppers, microfactories, the Guinness brewery as a destination, and Marco’s example of Nestlé’s Russian operations being taken over by the state.00:00 Guests, the report and the K-shape question
09:56 Four scenarios for the next five to ten years
15:10 What drives premium: efficacy, private label, sachets and oil
19:31 Why the K looks different in the US, Europe and emerging markets
25:39 Four strategic implications for the next planning cycle
37:52 Beyond the report: Lidl, Gen Z, microfactories, Guinness and geopolitics
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Host Filiberto interviews Pippa Bailey, Head of Strategy and Innovation at CRG Global, about her career in sensory and consumer psychology, research innovation, and sustainability across consumer packaged goods. They discuss how to make research more useful by clarifying real business questions, using multiple data sources, and testing hypotheses while maintaining methodological rigour. The conversation explores category “blurification,” the role of micro- and nano-content creators for early ideation and communications, and how technology enables self-ethnography and passive measurement in shopper and product testing. Bailey explains sensory semiotics—how meaning and expectations from cues like texture, colour, and language shape product experience and repeat purchase. They close on GLP-1’s wide-ranging impact on consumer behaviour, households, and research norms.00:00 Welcome and Introductions
00:44 Pippa’s Research Journey
05:45 Blurring Categories and Needs
08:07 Making Research Useful
13:59 Experimentation and Rigour
18:14 Micro Creators for Insight
24:03 Shopper Research Evolution
31:28 Sensory Semiotics Explained
40:01 Beverage Taste and Polarisation
42:59 When Semiotics Don’t Travel
47:08 GLP-1 Disrupts Consumption
56:54 Wrap Up and Thanks
This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.filibertoamati.com/subscribe (https://www.filibertoamati.com/subscribe?utm_medium=podcast&utm_campaign=CTA_2)
21 Sept 2026
FMCG Portfolios in a K-Shaped Economy - Live with Filiberto Amati & Todd Wirk
Host Filiberto Amati interviews Todd Kirk of Middlegame, exploring how K-shaped economies accelerate FMCG portfolio trends and how to accurately measure them through a live case study.
Who has been a guest on Growth, Brands and More Podcast
Names identified in recent episode analyses. Showing up to five guests.
Todd Kirk
Dominik Wilk
AJ van Triest
Aart Jan
Chris Maffeo
Podcast Authority Score: 42 / 100
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Questions about Growth, Brands and More Podcast
Who hosts Growth, Brands and More Podcast?
Filiberto and Filiberto Amati host the show. Published by Filiberto Amati.
How often do new episodes come out?
The show publishes bi-weekly, based on its RSS feed.
Does Growth, Brands and More Podcast take guests?
Yes. Guests have been identified in episode analyses.
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