Although the coronavirus pandemic has fundamentally changed the way consumers live, work, shop and play, that doesn’t mean companies should stop focusing on innovation. Rather, FMCG industries should identify what they do well, examine their core brands and work to adapt them into new packaging demands, new formats and new growth channels. Consumers have adapted a new core set of values, including digitalisation, a focus on health, a people-first outlook and a rapid change of needs and habits. Businesses need to be aware of this new core as they continue to navigate the future.