by FMCG and technology sectors are two important areas where product cannibalization and product obsolescence frequently occur. FMCG, or Fast-Moving Consumer Goods, includes products such as food, beverages, personal care items, and household products. Companies regularly introduce new variants, packaging, sizes, and formulations to respond to changing customer preferences. In the technology sector, rapid innovation causes products to become outdated more quickly as newer devices, software, and technologies offer improved performance and features. Companies in both sectors must carefully manage their product portfolios to balance existing products with new offerings. Effective portfolio management helps organizations respond to market changes, retain customers, improve competitiveness, allocate resources efficiently, and achieve sustainable long-term growth.
Real-World Examples from FMCG and Technology Sectors
1. Coca-Cola – New Product Variants (FMCG)
Coca-Cola regularly introduces variants such as Coca-Cola Zero Sugar and Diet Coke to respond to changing consumer preferences, especially demand for reduced-sugar beverages. These newer products can reduce sales of the company’s traditional Coca-Cola product to some extent, creating planned product cannibalization. However, the strategy allows Coca-Cola to retain existing customers while attracting health-conscious consumers and competing effectively in changing beverage markets.
2. Nestlé – Maggi Product Extensions (FMCG)
Nestlé has expanded the Maggi brand through different noodle flavors, product sizes, and related food offerings. Some new variants may attract customers who would otherwise purchase another Maggi product. This represents a form of internal product competition. However, product extensions help Nestlé serve different consumer preferences, increase shelf presence, and protect the overall strength of the Maggi brand in the instant-food market.
3. Unilever – Glow & Lovely (FMCG)
Unilever renamed Fair & Lovely as Glow & Lovely in 2020 in response to changing social expectations and criticism surrounding fairness-related marketing. This demonstrates how changing customer attitudes and social trends can make existing product positioning less relevant. Rebranding helped the company adapt the product to evolving market expectations and maintain its presence. It illustrates the importance of managing product relevance and avoiding obsolescence caused by changing consumer values.
4. Procter & Gamble – Product Portfolio Management (FMCG)
Procter & Gamble manages a large portfolio of consumer products across personal care, household care, and grooming categories. The company regularly introduces improved products, modifies packaging, updates formulations, and removes weaker offerings. This demonstrates how FMCG companies manage product obsolescence through continuous innovation and portfolio review. Products that no longer provide sufficient market value can be reduced or discontinued, while investment is shifted toward stronger and more promising products.
5. Apple – iPhone Generations (Technology)
Apple regularly introduces new generations of the iPhone with improved processors, cameras, displays, software capabilities, and other features. New models can reduce demand for older iPhones, creating planned cannibalization. Apple accepts this internal competition because newer products help retain customers within the Apple ecosystem and compete with rival brands. This is an example of using product cannibalization strategically to support innovation, customer retention, and long-term market growth.
6. Microsoft – Windows Upgrades (Technology)
Microsoft has introduced successive versions of Windows, such as Windows 10 and Windows 11, as technology and security requirements have changed. Older versions can become obsolete when newer operating systems provide improved security, functionality, and compatibility. This shows technological and functional obsolescence. Microsoft manages this process through software updates, support policies, and migration toward newer versions, encouraging users and organizations to adopt more current technology.
7. Samsung – Smartphone Product Series (Technology)
Samsung manages several smartphone series with different price levels, features, and target customers. New Galaxy models frequently introduce improved cameras, processors, displays, battery performance, and software capabilities. New launches may reduce demand for previous models, but they also allow Samsung to serve changing customer needs. Careful differentiation between product ranges helps manage cannibalization while maintaining a broad and competitive smartphone portfolio.
8. Intel – Successive Processor Generations (Technology)
Intel regularly introduces new generations of processors with improved performance, energy efficiency, and capabilities. As customers and computer manufacturers adopt newer processors, demand for older generations declines. This represents technological obsolescence combined with planned product replacement. Intel’s continuous development allows it to remain competitive as computing requirements change. It also demonstrates how technology companies must regularly innovate to prevent their product portfolios from becoming outdated.
