FMCG Logic: Frequency x Friction

Written By Partridge

Two factors drive FMCG dominance: frequency of use and friction of access. Cigarettes were high-frequency but high-friction: lighters, ashtrays, social disapproval. Pouches and vapes collapse friction: no lighter, no smoke, no stigma.

Frequency stays constant or rises. Friction collapses. The result? Skyward prevalence.

Partridge
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