The main objectives of this article are: fi rst, to present the evolution of collaborative demand planning approaches such as Collaborative Planning, Forecasting and Replenishment and Demand-Driven Value Networks to Demand Sensing, and second, to identify the benefi ts that Demand Sensing can generate for the Consumer Goods Organisations (CPG) industry. After synthesising the relative literature on the above collaborative approaches, three case studies are presented to identify the benefi ts of the Demand Sensing approach. The conclusions of the case studies, as well as the fi ndings of a survey on CPG organisations in the United Kingdom and the United States, are combined in order to design a framework that organises the benefi ts derived from Demand Sensing into various functional areas.
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