Trusted by leading FMCG brands worldwide
Advantage Group International helps people and organizations work better together. We provide the gift of feedback and, through insight, drive positive behaviour change and business growth. In the world of fast-moving consumer goods, we act as an integral link between suppliers and retailers
49+
Countries worldwide
30+
Years of FMCG expertise
2000+
Retail professionals trained
Our engagement solutions
Three Ways to Strengthen Your B2B Partnerships
Get clear, unbiased insights into how retailers perceive your organization across 29 key competencies. Benchmark against competitors and identify specific gaps holding back your growth
Turn Annual Insights Into Year-Round Strategic Advantage
LiveLens transforms your Advantage Report benchmark into a personalized command center with AI-powered analytics, custom dashboards, and scenario simulations that help you act on insights immediately
Get Answers to Your Unique Business Questions
Tailored market research designed specifically for your FMCG business challenges. Reach the exact retailers, distributors, and customers that matter to your strategy with research built around your priorities
The Advantage Method
Here’s how we turn raw retailer feedback into a clear, actionable plan to grow your performance and partnerships.
Ratings and Rankings
See exactly where you stand against competitors in the eyes of retailers.
Interviews
Capture honest sentiment and commentary that drives focus on what matters most.
Insights
Identify strengths, weaknesses, and opportunities with a prioritized roadmap for improvement.
Track Progress, Monitor
year-over-year improvements and prove your commitment to real growth.
It’s time to catch up with your competitors
For years, competitors have used Advantage Report to strengthen retailer relationships, optimize performance, and gain a competitive edge. If your company isn't leveraging this data, you’re already falling behind.
What can you do with the Advantage Report?
What our clients say
Bayara has partnered with ADVSell in crafting the majority of our sales training materials and courses. The ADVSell team's profound understanding of FMCG and Modern Retail has proven invaluable for our company, benefitting everyone from our Frontliners to Key Account Managers. Over the course of almost a decade, our sales team has consistently enhanced their competencies and performance, thanks to the implementation of the sales academy.
Jean-Marc Lourau
Former CEO Bayara / Savola Foods - Bayara
ADVSell played a pivotal role in shaping Twinings' Modern Trade strategy and subsequently supported us in achieving significant business results with our distributor partners in UAE and KSA. Having a team that comprehensively understands local markets and effectively drives KPI achievements has been a tremendous added value to our collaboration.
Gildas Ricordel
Former MENA Head / Twinings
Collaborating with Advantage Survey has proven to be a strategic asset for our retail operations. The platform has empowered us to deliver precise feedback to our suppliers, resulting in significant enhancements in our overall relationship. Moreover, the insights gained have uncovered cost-effective opportunities, particularly in the realm of strategy communication.
Tom Harvey
General Manager Commercial / Spinneys LLC
Advantage Group's annual survey has been instrumental in enhancing our engagement with key manufacturers and suppliers at MAF. The platform offers valuable insights and benchmarks for our joint business plans fostering improved communication, more frequent & structured meetings, and ultimately delivering superior results.
Luc Charrier
Former Head of merchandising Omnichannel UAE
At P&G, Advantage Survey has been a cornerstone for monitoring our performance with retail partners for years. The detailed feedback and insights empower us to engage in strategic discussions with retailers and provide crucial support to our distributor teams in daily operations. The tool effectively reinforces our commitment to a customer-first attitude in the market.
Mehdi Khadraoui
Senior Director Global Customers / Procter & Gamble
Schedule a discovery call
Reserve a slot with one of our consultants and see how it can help your organization.