Saudi Cultural Missions Theses & Dissertations
Permanent URI for this communityhttps://drepo.sdl.edu.sa/handle/20.500.14154/10
Browse
1 results
Search Results
Item Restricted Strategic Entry Pathways for FMCGs into the U.S. Personalised Digital Hydration Monitoring Market(Saudi Digital Library, 2025) AlTurki, Feras; Gerwe, OksanaWith digital transformation reshaping industries worldwide, fast-moving consumer goods (FMCG) companies which are some of the fastest-growing businesses globally, must keep pace to stay competitive. These companies have vast operations and global reach, making innovation essential for long-term growth. Since the COVID-19 pandemic, health and wellness have emerged as major investment areas, with people showing a stronger commitment to healthier lifestyles and daily wellbeing routines. For Unilever, known for its strong brand portfolio and innovative strategies, this study examines how digital solutions could strengthen one of its growing wellness brands- Liquid I.V., a hydration supplement brand that offers electrolyte drink mixes designed to help people hydrate faster and more efficiently than with water alone. In particular, it explores how the brand could enter and lead the emerging U.S. digital hydration monitoring market by integrating or collaborating its products with smart wearable technologies that track users’ hydration levels and provide personalised feedback. Methodology The study follows a semi-systematic review approach using PRISMA 2020 guidelines. Data was gathered from PubMed, Scopus, ScienceDirect, Web of Science, Google Scholar and a range of grey literature, covering publications between January 2000 and June 2025. The research was built around three key areas: 1. Understanding market trends 2. 3. Analysing customer behaviour and adoption rates Mapping the technology and competitive landscape To structure the findings, three management frameworks were applied: • PESTLE to understand the U.S. market environment • STP (Segmentation, Targeting, Positioning) to define the ideal customer group 3 • TRL (Technology Readiness Level) to assess competitive differentiation in digital hydration monitoring Findings The study recommends a Build-Buy-Partner strategy, identifying three potential companies for Unilever to collaborate with in order to strengthen its position in this market. Implementing these recommendations could accelerate diversification, reinforce its leadership in the wellness sector and strengthen its presence in the U.S. digital health market, a space full of opportunity and future growth potential.5 0