FMCG in transformation: talent, innovation and sustainability as key drivers

October 6, 2025

A sector in full evolution

Spain’s FMCG sector is entering a new phase defined by three major forces: innovation, sustainability and digitalisation. These drivers are reshaping business models, value chains and the capabilities organisations need to remain competitive in an increasingly demanding market.

Regulatory pressure, changing consumer behaviour and technological advances are pushing companies to accelerate transformation.

Talent as a decisive factor

According to Laura Urue, FMCG & Digital Director at Catenon, talent will be the key catalyst of this transformation. Demand now extends beyond traditional marketing and supply chain roles to include sustainability experts, data analysts, innovation leaders and product developers.

This shift requires both advanced technical skills and a more cross-functional, innovation-driven mindset.

Anticipating capabilities to stay competitive

Organisations that anticipate these talent needs will gain a competitive advantage. The challenge is not only hiring new profiles, but also evolving internal capabilities to operate effectively in an environment where efficiency, sustainability and consumer experience are deeply interconnected.

A strategic perspective on how talent is reshaping the future of the FMCG sector in Spain.