The FMCG sector is the largest manufacturing sector in the UK, accounting for 14% of all production. FMCG translation plays a key role in both securing deals and marketing of goods worldwide, giving international brands the “voice” they need to maximise sales. At Albion Languages, we are translation specialists, committed to ensuring that all communication is both accurate and effective.
What are FMCGs?
Fast-moving consumer goods is a term used to describe products that are sold quickly and at relatively low cost. Examples include non-durable household goods such as foods, beverages, toiletries, cosmetics, over-the-counter medicines and other consumables. As part of National Pear Month in the UK, this blog investigates the translation needs for FMCG products.
How translation affects the procurement process
Translation is incredibly important in procurement, as it is vital to ensure that there is no room for ambiguity or scope for misinterpretation. The procurement process is where strategic partnerships are forged, contract terms negotiated and deals finalised.
A misstep in translation at this early stage of a partnership could derail the entire relationship, as well as being costly and time consuming to put right. This stage in FMCG translation can require a skilled team of legal, technical, and financial translators to ensure discussions are clear and concise and that all parties understand the commercial terms prior to contracts being signed.
The role of translation in marketing
FMCG translation is centred around maximising sales in each market through branding, targeted marketing and sales campaigns. To excel in this field, international FMCG brands work with companies like Albion Languages who are skilled at making products feel native to each national audience. Such translated, localised marketing campaigns make it possible to connect with potential customers on a social and cultural level.
Localisation is an important aspect to get right, especially for products in the most competitive FMCG niches. When a product is competing against both local and global brands, localised marketing needs to position the product as an integral part of customers’ daily lives. A successfully localised marketing campaign can help your product promote a sense of trust, familiarity and belonging.
Intellectual property and FMCG
Intellectual property – or IP – rights are vital in FMCG. Companies operating in this sector rely heavily on brand recognition and brand loyalty for their commercial success.
An FMCG product’s brand, including its commercial image, is usually the most noticeable and long-lasting IP right FMCG companies seek to protect. However, intellectual property rights are naturally only protected in the country where registration took place. Intellectual property offices are located in countries across the globe and each one needs to be contacted individually to ascertain what protections they offer and how to apply.
Growth in the FMCG sector
Brexit and Covid-19 had unexpected consequences for the FMCG market. Lockdown led to a revolution In the UK online grocery market, with non-durable FMCGs being available through companies such as Ocado, Deliveroo and Amazon Fresh.
Online grocers Ocado reported that they have been benefitting from a “dramatic and permanent shift” towards online shopping in the past year. The online grocery market is far larger than it was prior to the pandemic, with new shoppers and increased capacity from the retailers. Which goes some way to explain how online grocery has gone from an £11.8bn market in 2019, to an anticipated £18.1bn in 2021 (IGD).
As translation specialists, Albion Languages is skilled at communicating across linguistic and cultural borders. Our skilled translators can empower you in expanding your business internationally. Speak to our expert team today.