In the fast-moving consumer goods (FMCG) sector, speed, cost, and sustainability are pulling supply chains in different directions. The companies that thrive will be those that can balance all three.
“Consumer expectations are rising faster than ever,” said Claire Malcolmson, group general manager of customer and product strategy at Netlogix. “They want products on shelves without delay, and they want the option for faster home deliveries. But at the same time, companies are under pressure to cut costs and lower emissions. That’s a complex equation.”
Customers are demanding more – more availability, faster replenishment, and fewer stock-outs. Sudden spikes in demand, triggered by promotions or social media trends, can quickly empty shelves. That unpredictability makes forecasting and replenishment an ongoing battle.
Additionally, logistics costs are increasing. Lower truck utilisation, fluctuating fuel prices, inflation, and a persistent shortage of skilled drivers mean FMCG firms face mounting expenses, particularly for last-mile deliveries.
Meanwhile, governments and consumers are increasingly insistent on sustainability. FMCG players are expected to shrink their carbon footprints, adopt eco-friendly packaging, and experiment with electric fleets and route optimisation. “Sustainability isn’t optional anymore,” Malcolmson said. “It’s an operational mandate, and customers – as well as regulators – are watching closely.”
Emerging digital freight platforms are becoming the backbone of this balancing act for both shippers and transport operators. By harnessing the power of advanced technology such as Artificial Intelligence, machine learning, and a unified approach to managing the domestic supply chains, it not only addresses the core challenges the industry faces but also provides shippers with visibility that was previously unthinkable.
Platforms’ ability to create an interoperable solution means predictive modules can anticipate spikes in demand. Dynamic routing and optimisation modules ensure trucks operate with reduced space and distances, reaching their destinations within tightly booked time slots. IoT-enabled sensors track everything from truck temperature to real-time location, which is critical for FMCG products with stringent on-time delivery requirements and limited shelf lives.
For Netlogix, a leading digital freight platform that unifies solutions to address all these challenges, digital visibility is at the core.
“Our platform consolidates and optimises freight movements for shippers with complex freight demand nationally to deliver significantly better outcomes beyond what could be achieved under traditional means,” Malcolmson said. “That allows customers to forecast better, optimise costs and carbon intensity, and get full visibility of deliveries across their networks.”
FMCG companies are increasingly moving towards a centralised unified approach to managing their domestic supply chains, while some still operate with fragmented, decentralised logistics setups. Stores choose their own carriers, while head offices work with multiple partners, leading to inconsistent service levels and poor data visibility.
“Decentralised models lead to a fragmented carrier base with low service agility, underutilised trucks, limited tracking and cost control,” Malcolmson said. “Higher freight costs and missed delivery slots become more common, and stores struggle to plan rosters because they don’t know when shipments will arrive.”
By contrast, centralised models offer stronger control. Netlogix has worked with FMCG customers to shift away from a decentralised domestic supply chain to a centralised supply chain model by consolidating carriers, freight and data into a single digital platform, providing better cost management, analytics, and delivery performance with minimal transition risk.
“Centralisation gives companies the tools to be proactive instead of reactive,” Malcolmson added.
Time slot deliveries are the lifeblood of FMCG supply chains. Supermarkets such as Coles, Woolworths, Costco and Aldi rely on strict delivery windows to manage staff scheduling and stock availability.
“With FMCG, time slots are critical not only for the shipper but also for the receiving customer,” Malcolmson said. “It could be ambient, temperature-sensitive, or frozen goods. If those products don’t arrive on time, the quality suffers, and the receiving store risks empty shelves and lost sales for the shipper and receiving store.”
Meeting those windows is not just about avoiding penalties. It ensures product freshness, keeps retailers satisfied, and reduces waste. Predictive models and GPS tracking adopted within Netlogix’s digital freight platform help carriers avoid bottlenecks, while automated pre-alerts give stores visibility on when shipments will land.
Consumers are increasingly conscious of the environmental impact of their purchases, and many are willing to wait longer for deliveries if they know it reduces emissions. That tension between speed and sustainability is reshaping logistics strategies.
“Future logistics will have to be consumer-centric,” Malcolmson said. “That means giving customers choices – whether they want same-day delivery, or a slower but more eco-friendly option. It’s not about one-size-fits-all.”
Sustainability is inherent in the Netlogix business model, technology that optimises the freight movement by minimising empty kilometres and matching carriers more efficiently with loads means lower carbon intensity per freight unit and puts fewer trucks on the road – “move more with less”. This means Netlogix’s approach not only cuts emissions but also reduces cost at the same time. You help customers meet reporting requirements set by major supermarkets and regulators.
As a B Corp-certified freight platform in the Australasia region, Netlogix integrates sustainability into everything it does, including its freight operations. “Our platform measures and report Scope 3 carbon footprint relating to freight movements for all our shippers using the published standards and assists them with meeting regulatory reporting requirements,” said Malcolmson.
The logistics future for FMCG is not a matter of choosing between speed, cost, or sustainability. Success will depend on finding an equilibrium among all three. Companies that can optimise freight movements, guarantee cold chain integrity, and deliver reliably within tight time slots – while also cutting costs and emissions – will have the competitive edge.
Adopting emerging freight tech platforms models and centralisation will play a pivotal role, but so will partnerships, both with retailers and within the logistics sector itself.
“Ultimately, it’s about shifting the focus from traditional to the emerging digital era to solve the challenges in the 21st Century,” Malcolmson said.
“Retailers need to harness the power of emerging technology and freight platforms like Netlogix that build interoperable freight networks to overcome the dynamic supply chain challenges. And companies need to adapt to deliver not just today, but in the future.”
