Strategy - Nestlé Roadmap to Good Food, Good Life

Nestlé's objectives are to be recognised as the world leader in Nutrition, Health and Wellness, trusted by all its stakeholders and to be the benchmark for financial performance in its industry.

We believe that leadership is not just about size; it is also about behaviour. Trust, too, is about behaviour; and we recognise that trust is earned only over a long period of time by consistently delivering on our promises. These objectives and behaviours are encapsulated in the simple phrase, "Good Food, Good Life", a phrase that sums up our corporate ambition.

The Nestlé Roadmap (pdf, 417 Kb), intended to create alignment within our team, is a cohesive set of strategic priorities that was designed to accelerate the achievement of our objectives. These objectives demand from our people a blend of long-term inspirations, which are needed to build for the future and short-term entrepreneurial actions, aimed at delivering the necessary level of performance. 

Watch a short animation highlighting the company's performance over the past year and outlining Nestlé's ambitions for the future: Nestlé 2012 in 3 minutes.

Competitive advantages
  • Unmatched product and brand portfolio
  • Unmatched R&D capability
  • Unmatched geographic presence
  • People, culture, values and attitude
True competitive advantage comes from a combination of hard-to-copy advantages throughout the value chain, built up over decades.

There are inherent links between great products and strong R&D, between the broadest geographic presence and an entrepreneurial spirit, between great people and strong values.
Growth drivers
  • Nutrition, Health and Wellness
  • Emerging markets and PPP
  • Out-of-home leadership
  • Premiumisation
These four areas provide particularly exciting prospects for growth. They are applicable across all our categories and around the world.

Everything we do is driven by our Nutrition, Health and Wellness agenda - Good Food, Good Life; which seeks to offer consumers products with the best nutritional profile in their categories.
Operational pillars
  • Innovation & Renovation
  • Wherever, whenever, however
  • Consumer communication
  • Operational efficiency
Nestlé must excel at each of these four inter-related core competences. They drive product development, renewal and quality, operational performance, interactive relationships with consumers and other stakeholders and differentiation from our competitors.

If we excel in these areas, we will be consumer-centric, we will accelerate our performance in all key areas and we will achieve excellence in execution.

We believe that it is only possible to create long-term sustainable value for our shareholders if our behaviour, strategies and operations are also creating value for our business partners, our consumers and the communities where we operate. We call this "Creating Shared Value".

We are investing for the future to ensure the financial and environmental sustainability of our actions and operations: in capacity, in technologies, in capabilities, in people, in brands, in R&D.

Our aim is to meet today's needs without compromising the ability of future generations to meet their needs, and to do so in a way that will ensure both profitable growth year after year and a high level of returns for our shareholders and society at large over the long-term.