As retailers negotiate hard to push their costs down, the growing challenge for consumer goods producers is to manufacture to a point of price deflation without compromising on the quality of their product or their brand's reputation. In addition, cost pressures mean the goods that many manufacturers rely on are increasingly being sourced overseas, especially from deep water sources, rather than locally. Shifting market pressures like these are creating demand for evolving skill-sets; especially supply chain expertise than can handle more complex and flexible sourcing.