Consumer products companies (CPGs) across Europe, the Middle East, Africa (EMEA), and Asia-Pacific (APAC) are navigating a period of unprecedented change. The rise of digital-first consumers, rapidly evolving regulatory landscapes, and the demand for sustainability are reshaping how brands operate and compete. In this environment, journey-centric operating models—where organizations are structured around the end-to-end customer journey rather than traditional product or channel silos—are emerging as a powerful lever for growth, loyalty, and operational excellence.
EMEA’s consumer products landscape is defined by a mosaic of mature markets, strict regulatory regimes, and a growing emphasis on sustainability. European CPGs, for example, must comply with data privacy laws like GDPR and manage supply chains that span multiple countries and languages. In the Middle East and Africa, rapid urbanization and digital adoption are opening new opportunities for direct-to-consumer (D2C) models, but also introduce challenges in integrating legacy systems and adapting to diverse regulatory requirements.
Key challenges for EMEA CPGs include:
Despite these hurdles, leading EMEA brands are setting the pace in sustainable supply chain modernization, data-driven personalization, and agile, cross-market operating models. For instance, by unifying data and modernizing technology, brands are able to deliver personalized experiences at scale and respond rapidly to local market trends.
APAC is home to some of the world’s fastest-growing and most digitally savvy consumer markets. The region’s diversity—from highly developed economies like Japan and Australia to rapidly digitizing markets in Southeast Asia—demands flexible, scalable solutions. Here, consumer behaviors are shaped by mobile-first engagement, social commerce, and a strong appetite for innovation.
Key challenges for APAC CPGs include:
APAC brands excel at leveraging mobile and social commerce for direct consumer engagement, rapidly launching new brands and channels using composable technology architectures, and integrating digital and physical experiences to create seamless, omnichannel journeys.
Many established CPGs in both EMEA and APAC began with decentralized digital operating models, where digital capabilities and decision-making were embedded within business units or regional markets. While this allowed for local responsiveness, it often led to fragmented data, inconsistent consumer experiences, and challenges in scaling innovation.
Publicis Sapient has helped clients in both regions transition to more mature, agile, and journey-centric operating models:
For example, a leading global CPG company partnered with Publicis Sapient to implement a digital operating model across 75 countries, resulting in a 300% increase in website launch capability and a 200% faster time-to-market for innovation. Another global leader launched over 60 D2C sites using agile delivery and cloud-based platforms, reducing time-to-market for new brands from months to weeks and boosting consumer engagement.
Modernizing technology is essential for CPGs to remain competitive. In EMEA, this often means integrating complex legacy systems and ensuring compliance with data privacy regulations. In APAC, the focus is on scalability and speed, with brands adopting cloud-native, API-first, and composable architectures to support rapid growth and innovation.
Key strategies include:
These investments enable brands to deliver hyper-personalized experiences, optimize operations, and unlock new revenue streams—whether through D2C, B2B, or omnichannel models.
Supply chain agility is a critical differentiator in both EMEA and APAC. Brands are investing in end-to-end visibility, intelligent order management, and sustainable practices to meet consumer expectations and regulatory demands. Publicis Sapient’s work with leading food and beverage companies has enabled real-time demand planning using crowdsourced and first-party data, circular economy initiatives that reduce waste, and control tower solutions that provide visibility across the entire supply chain.
With deep roots in EMEA and APAC, Publicis Sapient combines global best practices with local market expertise. Our holistic approach—spanning strategy, technology, experience, and engineering—empowers CPGs to navigate complex regulatory and cultural landscapes, build agile, resilient organizations, and deliver personalized, sustainable experiences that drive loyalty and growth.
The future of consumer products in EMEA and APAC is digital, agile, and consumer-centric. Whether you’re looking to modernize your technology stack, build agile teams, or reimagine your supply chain, Publicis Sapient is your partner for transformation. Connect with our regional experts to discover how we can help your brand lead in a rapidly evolving marketplace—delivering the experiences, agility, and growth your consumers demand.