Features of Fast Moving Consumer Goods.   1.It is a daily use  product . Each and every individual   use these product on daily basis . Early in the morning when we get up to late night sleeping ,FMCG is a must product . Interestingly we start our day with toothpaste   and before going to bed we drink a glass of milk. We cannot live without FMCG products.                                                                                  2. Economic slow down   can’t hamper too much.  As I   explained in point no 1, that FMCG are daily using product and people will not stop buying these only because of recession .Nobody will stop using toothpaste or eating biscuit or using soap because  of recession.                                    3.Lion’s share of family budget.  Characteristics FMCG Industry All FMCG put together in our daily life it contributes 95% of our monthly budget. If we aggregate all the FMCG product we use , it will contribute appx. 95% of our m