快速消费品(FMCG)，也被称为消费品包装(CPG)，是销售速度快，成本相对较低的产品。例如非耐用品，如包装食品、饮料、洗漱用品、糖果、化妆品、非处方药、干货和其他消耗品。快速消费品具有较高的库存周转率，相比之下，特种商品的销售额较低，携带费用较高。许多零售商只销售快速消费品;尤其是大型超市、大卖场和仓储俱乐部商店。小型便利店也储存快销商品;有限的货架空间摆满了周转频繁的商品。
以下是快速消费品的主要特征:
从消费者的角度
频繁购买低
参与度(很少或没有努力去选择道具)
低价格
短的保质期
快速消费
从营销者的角度来看
大量低利润
贡献广泛的分布
高存货周转
农村消费者
农村地区的消费者通常从附近的城镇和村庄购买商品。近来，消费者的购买行为已经转向在当地购买，这促使人们需要更好地在当地开展促销活动，以在小城镇提高品牌知名度。快速消费品在经济中扮演着重要的角色，因为它们是无弹性产品，涉及到消费者生活的方方面面。向农村地区供应快速消费品的企业可以帮助提供就业机会，并降低这些产品在农村地区的成本。例如，快速消费品是印度经济的第四大部门，在下游活动中为300多万人创造了就业机会。ISIC定义快消品零售市场包括下列国际标准工业分类(修订三)类别的企业:ISIC 5211在非专业门店的零售额ISIC 5219其他非专业门店零售额ISIC 5220食品、饮料和餐饮零售。
Fast-moving consumer goods (FMCG), also known as consumer packaged goods (CPG), are products that are sold quickly and at a relatively low cost. Examples include non-durable household goods such as packaged foods, beverages, toiletries, candies, cosmetics, over-the-counter drugs, dry goods, and other consumables.
Fast moving consumer goods have a high inventory turnover and are contrasted with specialty items which have lower sales and higher carrying charges. Many retailers carry only FMCGs; particularly hypermarkets, big box stores and warehouse club stores. Small convenience stores also stock fast moving goods; the limited shelf space is filled with higher turnover items.The following are the main characteristics of FMCGs:
From the consumer perspective
Frequent purchases
Low engagement (little or no effort to choose the item)
Low prices
Short shelf life
Rapid consumption
From the marketer perspective
High volumes
Low contribution margins
Extensive distribution
High inventory turnover
Rural consumers
Consumers in rural areas typically purchase goods from nearby towns and villages. Recently, there has been a shift in consumer purchase behavior toward purchasing locally that has prompted the need for better local promotional efforts to generate brand awareness in small towns. FMCGs play a large part in the economy, as they are inelastic products that touch every part of consumer life. Businesses that supply FMCGs to a rural community can help provide employment opportunities and drive down the cost of such products in those rural areas. For instance, FMCGs represent the fourth-largest sector in the Indian economy and generate employment for more than three million people in downstream activities.