🛒 Реальные P&L для типичного FMCG-бренда

🛒 Реальные P&L для типичного FMCG-бренда

Разберу economics по-честному.

Setup: Mid-market FMCG-бренд, категория Personal Care, revenue $20M/год.

P&L (годовой):
🔸 Net Revenue: $20M (100%)
🔸 Cost of Goods Sold: -$10M (50%)
🔸 Gross Profit: $10M (50%)

Distribution:
🔸 Retailer margins (average): -$3M (15%)
🔸 Trade marketing: -$1.2M (6%)
🔸 Logistics: -$800k (4%)

Marketing:
🔸 Consumer marketing (traditional + digital): -$1.5M (7.5%)
🔸 PR и Content: -$300k (1.5%)

Operations:
🔸 R&D: -$400k (2%)
🔸 QA: -$200k (1%)
🔸 Regulatory: -$100k (0.5%)

Corporate:
🔸 Salaries (executives, admin): -$1M (5%)
🔸 IT: -$300k (1.5%)
🔸 Legal и accounting: -$200k (1%)
🔸 Insurance: -$100k (0.5%)
🔸 Прочее: -$200k (1%)

Total OpEx: -$9.3M (46.5%)

EBITDA: $700k (3.5%)

Verdict: 3.5% EBITDA для FMCG — не супер, но realistic.

Что улучшается в 2026 vs 2020:

2020 numbers:
🔸 EBITDA: 8% ($1.6M на $20M revenue)

Разница:
🔴 Retailer margins увеличились (private label pressure)
🔴 Trade marketing budgets растут
🔴 Consumer marketing costs выше (digital fragmentation)
🔴 Raw materials inflation
🔴 Regulatory compliance costs

Как optimize:

1. Category strategy — focus deep expertise (2-3 top SKU vs 20)
2. Direct-to-consumer channel — capture 80% margin vs 50%
3. Trade marketing optimization — 15-25% budget savings
4. Data-driven decisions — reduce errors
5. Digital marketing efficiency — better attribution

Improved P&L (после optimization):
🔸 Net Revenue: $22M (+10%, D2C growth)
🔸 COGS: 47% (+3% через volume и mix)
🔸 Distribution: 20% (retailer margins optimize, D2C)
🔸 Marketing: 8% (efficiency gains)
🔸 Operations: 4%
🔸 Corporate: 9%
🔸 EBITDA: 12% ($2.6M)

Это realistic upside. Growth не в size, но в EBITDA.

Мой consulting fees typically $100-250k для этой tier of client. ROI 5-10x первый год.

Для тех, кто в FMCG — это игра margin optimization, not revenue growth. Growth только через category ownership или D2C.
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Антон Хоменок про ритейл и FMCG 🛒