Consumer

The Consumer sector is undergoing significant transformation driven by various factors, including technological advancements, changing consumer preferences, broader economic conditions and fluctuating consumer confidence, and supply chain sustainability.

Primary catalysts of change include:

• Inflationary pressures and the recent cost of living crisis which has made consumers nervous about spending, with quality, price and the customer experience becoming central;
• Weakened brand loyalty across demographic groups as consumers look to new brands for better value;
• Consumers expecting products to be tailored and personalized to their preference;
• Increased consumer focus on health and wellness, reflecting a broader societal shift towards healthier lifestyles;
• Younger consumers valuing sustainability and ethical practices, yet simultaneously deprioritizing sustainability in their purchase decisions and becoming less willing to pay a premium for sustainable products;
• Scrutiny by regulators into green claims and greenwashing by FMCG companies; and
• Consumer companies reviewing their portfolios, with continuing pressure to focus on core and faster-growing markets, driving carve-outs and portfolio reconfigurations.

We seek to help our Consumer sector clients address these complexities and are committed to forward thinking to help our clients stay ahead of the curve and maximise opportunities whilst managing risk and uncertainty.

From strategic partnerships, M&A and financing, through to data and brand protection, e-commerce, competition and consumer protection, employment, cybersecurity, and global investigations and litigation, we offer a broad range of legal services, working in tandem with Consumer businesses. We advise consumer goods companies on ESG issues, including on diligence and risk management across their supply chains. We guide our Consumer clients through their commercial transactions, including franchising, licensing, logistics and distribution.

Recognized for the breadth and depth of our industry knowledge, our dedicated Consumer Sector group spans borders, offering our clients a global network as well as pragmatic and commercial solutions to their business challenges.

Representative matters

• Associated British Foods on its acquisition of Anthony’s Goods, a leading brand in the natural and organic food space in the US; on its acquisition of Fytexia Group, a company developing nutrients for dietary supplements in France; and on its acquisition of Acetum S.p.A., the leading producer of Balsamic Vinegar of Modena in Italy.
• Mitsubishi Corporation on its GBP700m sale of Princes Group, one of the UK’s largest food and drink groups, to Newlat Food.
• The Coca-Cola Company, advising them before the EU’s General Court, as well as on brand protection, including trade marks and designs in the UK and EU. 
• Haleon on its USD510m sale of Chapstick to Suave Brands; and on its GBP235m sale of Lamisil to Karo Healthcare.

• Reckitt on the GBP200m sale of its E45 brand and related sub-brands to Karo Pharma.
• LVMH on its investment in the yacht division of Orient Express as part of the strategic partnership with ACCOR to accelerate the development of Orient Express. 
• Peloton Inc. on its USD420m acquisition of the global business of fitness equipment manufacturer Precor.
• Imperial Brands on the sale of its tracking and tracing business to Impala Private Equity; on its acquisition of the e-vapour and nicotine business, Nerudia Limited; on its investment in Auxly Cannabis Group; and on the formation of a joint venture with China National Tobacco Corporation.
• United Petfood, a portfolio company of Waterland, on the acquisition of Cambrian Pet Foods.