Marktlink → Sectors → Consumer → Consumer Goods

  • Updated February 27, 2026

Brand equity is the hidden multiplier

Consumer goods companies are valued on more than margin and revenue. In our experience, brand strength, consumer loyalty, and channel diversification drive the real premium. Companies with D2C capabilities consistently outperform.

Jeroen van den Berg

Sector Lead Consumer • 14 years • 90+ transactions

“In consumer goods, brand equity is the hidden multiplier. We consistently see that companies with a recognized brand and direct consumer access get 1.0-1.5x more than pure B2B producers.”

Sector at a Glance

  • Updated March 2, 2026
VALUATION RANGE

0x – 0.0x

↑ +0.2x vs 2024

EBITDA Multiple
Deals in 2025

0+

Active Buyers

0

Enter your figures → see your position instantly

Valuation Development

Consumer goods multiples show resilience despite input cost inflation. D2C and branded segments recovering faster.

5-Year Multiple Range

2021 PEAK

0.0x avg

COVID home consumption boost

2023 DIP

0.0x avg

Input cost squeeze

2025 NOW

0.0x avg

Stabilization, D2C premium emerging

Subsegment Analysis

FMCG / Fast-Moving Consumer Goods

[XX] deals in 2025

Multiple Range

0.0x  – 0x

+0.2x
Buyer Mix
PE 35% • Strategic 55%
Key Valuation Driver
Brand recognition & distribution
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Home & Personal Care

[XX] deals in 2025

Multiple Range

0x  – 0.0x

+0.4x
Buyer Mix
PE 30% • Strategic 55%
Key Valuation Driver
Sustainability positioning
Am I in this segment? →

Consumer Electronics / Durables

[XX] deals in 2025

Multiple Range

0.0x  – 0.0x

+0.1x
Buyer Mix
PE 25% • Strategic 60%
Key Valuation Driver
IP & technology differentiation
Am I in this segment? →

D2C / Direct-to-Consumer Brands

[XX] deals in 2025

Multiple Range

0.0x  – 0.0x

+0.8x
Buyer Mix
PE 50% • Strategic 40%
Key Valuation Driver
Customer data & repeat purchase rate
Am I in this segment? →

Buyer Landscape 2025

Overall Buyer Type Distribution

  • What drives premium valuations

Brand recognition & consumer loyalty

+0.0x to +0.0x

D2C channel with >30% repeat rate

+0.0x to +0.0x

Gross margin >40%

+0.0x to +0.0x

ESG / sustainability positioning

+0.0x to +0.0x

Multi-channel distribution

+0.0x to +0.0x

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Recent Transactions

Brand Premium

Premium FMCG Brand

Dutch natural cosmetics brand with strong retail presence and growing D2C channel

REVENUE

€0.0M

EBITDA

€0.0M

MARGIN

0%

PARTIES

0

MULTIPLE

0.0x

DURATION

0 months

Strong retail presence
Sustainability certified
Growing D2C channel

Key Insight

Brand recognition in the Benelux was the decisive factor. The acquirer saw immediate cross-selling potential across their European distribution network.

D2C Premium

D2C Consumer Brand

Online-first wellness brand with 45% repeat purchase rate and strong social media presence

REVENUE

€0.0M

EBITDA

€0.0M

MARGIN

0%

PARTIES

0

MULTIPLE

0.0x

DURATION

0 months

45% repeat purchase rate
First-party data
Scalable digital model

Key Insight

D2C metrics (repeat rate, LTV, CAC) were valued like SaaS metrics by PE buyers. Customer data ownership drove a significant premium.

Distribution Value

Consumer Electronics Distributor

B2B2C distributor of smart home products across Benelux with exclusive brand partnerships

REVENUE

€0.0M

EBITDA

€0.0M

MARGIN

0%

PARTIES

0

MULTIPLE

0.0x

DURATION

0 months

Exclusive partnerships
Benelux coverage
Smart home niche

Key Insight

Lower margin depressed the multiple, but exclusive brand partnerships provided defensibility. Without those exclusives, valuation would have been 1.0x lower.

Channel Synergy

Premium Food Supplements

Brand-driven supplements company with pharmacy distribution and online subscriptions

REVENUE

€0.0M

EBITDA

€0.0M

MARGIN

0%

PARTIES

0

MULTIPLE

0.0x

DURATION

0 months

Pharmacy distribution
Subscription model
Health trend alignment

Key Insight

Pharmacy distribution provided credibility that pure-online brands lacked. The combination of offline trust and online subscription created a compelling story for international buyers.

Recognize yourself in these cases? Compare your situation.

Market Trends 2025

D2C and data ownership drive premium

Companies with direct consumer relationships and first-party data command significantly higher multiples than pure wholesale/retail-dependent businesses.

Source: McKinsey Consumer M&A 2025

+0.0x

D2C premium

Sustainability becomes table stakes

ESG compliance is no longer a differentiator but a prerequisite. Companies without sustainability credentials face buyer hesitation and lower multiples.

Source: Dealsuite, EY Consumer Report

0%

of buyers check ESG

Margin resilience over growth

After years of “growth at all costs,” buyers now prioritize margin stability. Consumer goods companies maintaining >18% EBITDA margin attract the most interest.

Source: Rabobank, McKinsey

>0%

EBITDA threshold

Cross-border appetite increasing

International buyers represent roughly a quarter of consumer goods deals, primarily from DACH and Nordics seeking Benelux distribution access.

Source: Dealsuite, Capital Times

~0%

international buyers

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Industry Report 2025

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