{"id":6377,"date":"2020-02-20T14:19:28","date_gmt":"2020-02-20T22:19:28","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=6377"},"modified":"2026-05-06T12:47:41","modified_gmt":"2026-05-06T20:47:41","slug":"what-you-need-to-know-about-the-cpg-industry","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/what-you-need-to-know-about-the-cpg-industry\/","title":{"rendered":"What You Need to Know About the CPG Industry"},"content":{"rendered":"\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group key-takeaways is-vertical is-layout-flex wp-container-core-group-is-layout-4fc3f8e1 wp-block-group-is-layout-flex\">\n<h2 class=\"wp-block-heading\">Key Takeaways<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Smaller CPG brands are gaining share by moving faster and aligning closely with consumer trends<\/li>\n\n\n\n<li>Sustainability, purpose-driven branding, and local sourcing are key drivers of consumer demand<\/li>\n\n\n\n<li>Retail success depends on strong marketing, in-store execution, and collaboration with buyers<\/li>\n<\/ul>\n<\/div>\n<\/div><\/div>\n\n\n\n<p class=\"has-drop-cap wp-block-paragraph\">When it comes to making consumers happy, size is irrelevant.<br><br>The constant evolution of consumer demands fuels the consumer packaged goods (CPG) industry. Consumer packaged goods are affordable products that almost all of us consume and repurchase often and over the short term like milk, laundry detergent and toothpaste.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_1');\" onkeypress=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_1');\" ><sup id=\"footnote_plugin_tooltip_6377_1_1\" class=\"footnote_plugin_tooltip_text\">1<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6377_1_1\" class=\"footnote_tooltip\">\u00a0 Vessella, Victoria. Secrets to Success in The CPG Industry [Infographic]. Repsly. 2019. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6377_1_1').tooltip({ tip: '#footnote_plugin_tooltip_text_6377_1_1', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Now, more than ever, CPG suppliers of all sizes face limitless opportunities to adapt their products to reflect consumer needs, including quality, innovation, and variety.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Consumer goods are popular and pervasive, and the CPG industry contributes <a href=\"https:\/\/consumerbrandsassociation.org\/press-releases\/cpg-industry-drives-u-s-economy-with-2-5-trillion-contribution-and-22-3-million-jobs\/\" target=\"_blank\" rel=\"noreferrer noopener\">$2.5 trillion to U.S. GDP<\/a>, supports 22.3 million American jobs, and continues to be the largest manufacturing employer in the United States. Experts expect market growth to continue, as consumer confidence is high. McKinsey reports <a href=\"https:\/\/www.mckinsey.com\/industries\/consumer-packaged-goods\/our-insights\/the-state-of-the-us-consumer\" target=\"_blank\" rel=\"noreferrer noopener\">63% of consumers are cutting back on spending<\/a> today (vs. 29% percent in 2019).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And there\u2019s spectacular news for smaller CPG companies: in recent years, they have gained a competitive edge because <a href=\"https:\/\/www.rangeme.com\/blog\/in-retail-small-is-big\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Small is Big<\/a>, as we shall see in this industry overview.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But first let\u2019s look at high-level trends within the CPG sector as well as practical tips, which could help CPG suppliers to focus their limited resources to improve their chance to thrive in this exciting industry.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CPG market players<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Today the CPG industry has lower barriers to entry due to the marketing power of digital search and social media.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_2');\" onkeypress=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_2');\" ><sup id=\"footnote_plugin_tooltip_6377_1_2\" class=\"footnote_plugin_tooltip_text\">2<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6377_1_2\" class=\"footnote_tooltip\">&nbsp; Infographic: Using CPG Market Sizing Data to Capitalize on Growth. Nielsen. July 11, 2019. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6377_1_2').tooltip({ tip: '#footnote_plugin_tooltip_text_6377_1_2', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> While it\u2019s easier to launch and promote a startup, low barriers to entry also mean more intense competition from companies large and small. <br><br>The world\u2019s leading CPG companies offer familiar brand names you likely have in your own home. The <a href=\"https:\/\/consumergoods.com\/top-100-consumer-goods-companies-2023\" target=\"_blank\" rel=\"noreferrer noopener\">top CPG brands<\/a> by dollar sales in 2023 are:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Nestle<\/li>\n\n\n\n<li>PepsiCo<\/li>\n\n\n\n<li>LVMH<\/li>\n\n\n\n<li>Procter &amp; Gamble<\/li>\n\n\n\n<li>JBS<\/li>\n\n\n\n<li>Unilever&nbsp;<\/li>\n\n\n\n<li>AB InBev<\/li>\n\n\n\n<li>Tyson Foods<\/li>\n\n\n\n<li>Nike<\/li>\n\n\n\n<li>Coca-Cola<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Despite their dominance, CPG giants are&nbsp;losing market share to fast-moving startups.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As Forbes reports, since 2013, more than $17 billion in sales shifted from CPG giants to startups and 90% of all CPG e-commerce growth came from these new, smaller companies.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_3');\" onkeypress=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_3');\" ><sup id=\"footnote_plugin_tooltip_6377_1_3\" class=\"footnote_plugin_tooltip_text\">3<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6377_1_3\" class=\"footnote_tooltip\">&nbsp; Dan, Avi. The Lesson From The &#8216;Big CPG&#8217; Lack Of Success: Scale Can Create A Blind Spot For Consumer Needs. Forbes. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6377_1_3').tooltip({ tip: '#footnote_plugin_tooltip_text_6377_1_3', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> According to Nielsen, 16,000 new and emerging manufacturers with annual sales of at least $100,000 each made $145 billion in total sales in 2018. Their combined market share rose from 17% in 2017 to 19% in 2018, accounting for $2 billion in sales.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_4');\" onkeypress=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_4');\" ><sup id=\"footnote_plugin_tooltip_6377_1_4\" class=\"footnote_plugin_tooltip_text\">4<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6377_1_4\" class=\"footnote_tooltip\">&nbsp; Infographic: Using CPG Market Sizing Data to Capitalize on Growth. Nielsen. July 11, 2019. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6377_1_4').tooltip({ tip: '#footnote_plugin_tooltip_text_6377_1_4', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> These smaller businesses are nimble, hungry and motivated to stand out by responding to consumer trends faster and better than their rivals.<br><br>Most CPG suppliers sell their products through retail chains across channels like grocery, pharmacy mass, beauty and convenience stores. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to the National Retail Federation&#8217;s annual <a href=\"https:\/\/nrf.com\/media-center\/press-releases\/nrf-releases-2023-top-100-retailers-list\" target=\"_blank\" rel=\"noreferrer noopener\">Top 100 Retailers list<\/a> the top 10 retailers in the U.S. in 2023 were:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Walmart<\/li>\n\n\n\n<li>Amazon<\/li>\n\n\n\n<li>Costco<\/li>\n\n\n\n<li>Kroger<\/li>\n\n\n\n<li>The Home Depot<\/li>\n\n\n\n<li>Target&nbsp;<\/li>\n\n\n\n<li><a aria-label=\" (opens in a new tab)\" href=\"http:\/\/www.rangeme.com\/cvs\" target=\"_blank\" rel=\"noreferrer noopener\">CVS<\/a><\/li>\n\n\n\n<li><a aria-label=\" (opens in a new tab)\" href=\"http:\/\/www.rangeme.com\/walgreens\" target=\"_blank\" rel=\"noreferrer noopener\">Walgreens<\/a><\/li>\n\n\n\n<li>Lowe\u2019s&nbsp;<\/li>\n\n\n\n<li><a aria-label=\" (opens in a new tab)\" href=\"http:\/\/www.rangeme.com\/albertsons\" target=\"_blank\" rel=\"noreferrer noopener\">Albertsons<\/a><\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Other notable retailers that span diverse retail channels include <a aria-label=\" (opens in a new tab)\" href=\"http:\/\/www.rangeme.com\/sephora\" target=\"_blank\" rel=\"noreferrer noopener\">Sephora<\/a>, <a href=\"http:\/\/www.rangeme.com\/ulta\">Ulta<\/a>, Wawa, and <a href=\"http:\/\/www.rangeme.com\/7-eleven\">7-Ele<\/a><a aria-label=\"ven. (opens in a new tab)\" href=\"http:\/\/www.rangeme.com\/7-eleven\" target=\"_blank\" rel=\"noreferrer noopener\">ven.<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Major CPG product categories include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Food and beverage&nbsp;<\/li>\n\n\n\n<li>Beauty and personal care, including cosmetics<\/li>\n\n\n\n<li>Pet products<\/li>\n\n\n\n<li>Household cleaning supplies<\/li>\n\n\n\n<li>Paper and office products<\/li>\n\n\n\n<li>Housewares and home goods<\/li>\n\n\n\n<li>Toiletries and personal hygiene<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These product categories break down even further into different types of consumer packaged goods. For instance, food and beverage include categories like cereal, salty snacks, and soda.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CPG suppliers can create products as national brands, niche brands, and even <a href=\"https:\/\/www.rangeme.com\/blog\/private-labels\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">private label<\/a> brands.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Private label products are made anonymously by CPG suppliers to help retailers build their own exclusive store brands to earn consumer sales and loyalty. Private label sales have grown to <a href=\"https:\/\/www.fooddive.com\/news\/private-label-record-high-2024\/737832\/\" target=\"_blank\" rel=\"noreferrer noopener\">$271 billion in 2024<\/a> as consumer loyalty toward national brands declines, with over half of Millennials saying they have no real preference between private label and national brands.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Private labels represent market opportunities for CPG suppliers. For instance, Nielsen found private label products that earned the biggest percentage increase in year-over-year dollar value growth in 2018 were:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Grass seed (282% growth)<\/li>\n\n\n\n<li>Antiseptic (165%)<\/li>\n\n\n\n<li>Pollock fish (140%)<\/li>\n\n\n\n<li>Insect repellent products (128%)<\/li>\n\n\n\n<li>Pet beds (109%)<\/li>\n\n\n\n<li>Snack combos (103%)&nbsp;<\/li>\n\n\n\n<li>Fragrance oils (91%).<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_5');\" onkeypress=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_5');\" ><sup id=\"footnote_plugin_tooltip_6377_1_5\" class=\"footnote_plugin_tooltip_text\">5<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6377_1_5\" class=\"footnote_tooltip\">&nbsp; Infographic: Using CPG Market Sizing Data to Capitalize on Growth. Nielsen. July 11, 2019. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6377_1_5').tooltip({ tip: '#footnote_plugin_tooltip_text_6377_1_5', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script>&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Emerging CPG trends <\/strong><br><strong><br><\/strong>Retail buyers strive to discover and collaborate with CPG suppliers whose quality products reflect in-demand trends, including: <br><br><a aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.rangeme.com\/blog\/purposeledbrands\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Purpose-led brands<\/strong><\/a><strong>:<\/strong> <br>To differentiate their companies and earn consumer loyalty, more CPG companies are positioning themselves as purpose-led brands whose products align with consumers\u2019 values to serve a higher purpose. For instance, CPG suppliers may show how they align with consumer lifestyles by offering products that are <a aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.rangeme.com\/blog\/hungry-for-health-wellness-5-major-food-trends\/\" target=\"_blank\" rel=\"noreferrer noopener\">health-conscious<\/a>, eco-friendly, or <a aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.rangeme.com\/blog\/local-products-loyal-shoppers\/\" target=\"_blank\" rel=\"noreferrer noopener\">local<\/a>. Embracing consumer values can pay off, as research found 66% of consumers will pay more for brands making a positive social impact.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_6');\" onkeypress=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_6');\" ><sup id=\"footnote_plugin_tooltip_6377_1_6\" class=\"footnote_plugin_tooltip_text\">6<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6377_1_6\" class=\"footnote_tooltip\">\u00a0 Vessella, Victoria. Secrets to Success in The CPG Industry [Infographic]. Repsly. 2019. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6377_1_6').tooltip({ tip: '#footnote_plugin_tooltip_text_6377_1_6', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><br><br><a aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.rangeme.com\/blog\/sustainability-sparks-retail-sales\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Sustainability<\/strong><\/a><strong>:<\/strong> <br>Deloitte reports sustainably marketed products delivered nearly $114 billion in revenue in 2018, up 29% since 2013. <span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_7');\" onkeypress=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_7');\" ><sup id=\"footnote_plugin_tooltip_6377_1_7\" class=\"footnote_plugin_tooltip_text\">7<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6377_1_7\" class=\"footnote_tooltip\"> Renner, Barb L, Curt Fedder and Kelly Alonzo. 2020 consumer products industry outlook: Navigating Industry 4.0 in uncertain times. Deloitte. 2020. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6377_1_7').tooltip({ tip: '#footnote_plugin_tooltip_text_6377_1_7', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Sustainability includes responding to consumer demand for <a aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.rangeme.com\/blog\/thewaronplastic\/\" target=\"_blank\" rel=\"noreferrer noopener\">less plastic waste<\/a> from CPG packaging. One-third of U.S. consumers support a tax on all plastic food packaging, and 77% of consumers say <a href=\"https:\/\/www.mckinsey.com\/industries\/packaging-and-paper\/our-insights\/do-us-consumers-care-about-sustainable-packaging-in-2025\" target=\"_blank\" rel=\"noreferrer noopener\">recyclability is the most important factor<\/a> when considering packaging. To prove their commitment to sustainability, more CPG retailers earn certifications like Certified B Corporation, Best Aquaculture Practices (BAP) Certification, GOTS Certified and Rainforest Alliance Certified.<br><br><strong><a aria-label=\"Supplier diversity:\u00a0  (opens in a new tab)\" href=\"https:\/\/www.rangeme.com\/blog\/supplier-diversity-fuels-prosperity\/\" target=\"_blank\" rel=\"noreferrer noopener\">Supplier diversity:\u00a0 <\/a><\/strong><br>Sourcing products from minority-owned businesses is a growing trend among retailers to intentionally support CPG companies operated by women, veterans, and members of socioeconomically disadvantaged groups, among others. Minority purchasing power <a href=\"https:\/\/www.investopedia.com\/hispanics-spend-trillions-of-dollars-in-the-u-s-something-is-different-this-year-11736894\" target=\"_blank\" rel=\"noreferrer noopener\">exceeds $4 trillion in 2025<\/a> and these empowered consumers may feel more willing to buy from retailers whose product assortment represents their needs and communities.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_8');\" onkeypress=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_8');\" ><sup id=\"footnote_plugin_tooltip_6377_1_8\" class=\"footnote_plugin_tooltip_text\">8<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6377_1_8\" class=\"footnote_tooltip\"> Whitfield, PhD, Gwendolyn. Supplier Diversity and Competitive Advantage: New Opportunities in Emerging Domestic Markets. Graziadio Business Review. 2008. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6377_1_8').tooltip({ tip: '#footnote_plugin_tooltip_text_6377_1_8', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Top certifications that prove a CPG company qualifies as diverse include: Woman-Owned &#8211; WBENC Certification, Ethnic Minority-Owned &#8211; NMSDC Certified, MBE, Disadvantaged Business Enterprise &#8211; Government Certified, Service-Disabled Veteran-Owned &#8211; VA Confirmed and Small Business Certified &#8211; SBA(8)A Certified.<br><br><a aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.rangeme.com\/blog\/local-products-loyal-shoppers\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Local<\/strong><\/a><strong>:<\/strong> <br>As one study found, when consumers spend $100 at a local business, $68 stays in the local economy (vs. $43 for a large business). Local businesses also create the majority of economic growth, as they employ 77 million Americans.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_9');\" onkeypress=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_9');\" ><sup id=\"footnote_plugin_tooltip_6377_1_9\" class=\"footnote_plugin_tooltip_text\">9<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6377_1_9\" class=\"footnote_tooltip\">\u00a0 Wirthman, Lisa. 5 Benefits Of Shopping Locally On Small Business Saturday. Forbes. November 20, 2017. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6377_1_9').tooltip({ tip: '#footnote_plugin_tooltip_text_6377_1_9', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script>Retailers source local products to streamline logistics processes and costs. They also seek local CPG suppliers to build goodwill by helping consumers feel good for supporting people and jobs in their community.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br><a aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.rangeme.com\/blog\/artisan-sales-soar-as-consumers-invest-in-quality\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Artisan<\/strong><\/a><strong>:<\/strong> <br>Blending authenticity and artistry can be lucrative. Unlike mass-produced merchandise, artisan products are made in small batches using high-quality craftsmanship and care to create unique, affordable luxuries. <span style=\"box-sizing: border-box; margin: 0px; padding: 0px;\">In 2023, the total value of handmade goods, vintage items, and craft supplies sold on the handmade goods e-commerce site Etsy\u00a0<a href=\"https:\/\/www.yaguara.co\/etsy-statistics\/\" target=\"_blank\">rose to $13.1 billion<\/a>, as active buyers jumped to over 95 million and active sellers rose to 6.2 million.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Marketing strategies for CPG suppliers<\/strong><br><br>Today, CPG suppliers invest in online marketing, which can level the playing field for companies of all sizes by giving them a chance to get in front of consumers and retail buyers. Online CPG sales have <a href=\"https:\/\/theretailexec.com\/growth-strategy\/cpg-ecommerce-trends\/\">grown rapidly <\/a>since the pandemic. CPG suppliers\u2019 marketing strategies often include a website that includes e-commerce capabilities, search engine optimization (SEO), so consumers can find their companies online with ease, and active accounts on social media to boost brand awareness and engagement with vibrant, visual posts. Offline, CPG suppliers also invest in unique packaging design to set their products apart from competitors\u2019 offerings. <br><br>Successful CPG suppliers win the attention and business of retail buyers by consistently delivering strong in-store execution. They establish a field marketing team to help drive sales with product samples, and captivating in-store marketing tactics like end-cap displays, planograms and visual aids.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_10');\" onkeypress=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_10');\" ><sup id=\"footnote_plugin_tooltip_6377_1_10\" class=\"footnote_plugin_tooltip_text\">10<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6377_1_10\" class=\"footnote_tooltip\">\u00a0 Vessella, Victoria. Secrets to Success in The CPG Industry [Infographic]. Repsly. 2019. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6377_1_10').tooltip({ tip: '#footnote_plugin_tooltip_text_6377_1_10', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Smart CPG suppliers work closely with retailers. As Nielsen advises, \u201cbe as transparent as possible in the data you share with retailers,\u201d including consumer and competitive insights. Collaborating with retailers through <a aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.rangeme.com\/blog\/strategic-partnerships-are-the-new-competitive-advantage\/\" target=\"_blank\" rel=\"noreferrer noopener\">strategic partnerships<\/a> is a worthy goal, as retailers and suppliers share their synergies and insights for mutually beneficial outcomes, including top-line growth, cost savings, and a competitive advantage.<br><br>Above all, successful CPG suppliers focus on listening to consumers to deliver the products and services shoppers crave. Boston Consulting Group recommends that CPG companies follow consumers 24\/7 to understand their evolving behaviors.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_11');\" onkeypress=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_11');\" ><sup id=\"footnote_plugin_tooltip_6377_1_11\" class=\"footnote_plugin_tooltip_text\">11<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6377_1_11\" class=\"footnote_tooltip\"> Edelstien, Peri, Krishnakumar (KK) S. Davey, Aman Gupta, Seth Marcus, Jim Brennan, and Cara Loeys. What the Fastest-Growing CPG Companies Do Differently. BCG. June 14, 2018. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6377_1_11').tooltip({ tip: '#footnote_plugin_tooltip_text_6377_1_11', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> In a PwC consumer survey, 73% of respondents said customer experience was an important determinant in their purchasing decisions, and consumers are willing to pay as much as a 16% price premium for a superior experience. Great service pays off over the long term, too, as customers are more likely to stay loyal to companies that offer it.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_12');\" onkeypress=\"footnote_moveToReference_6377_1('footnote_plugin_reference_6377_1_12');\" ><sup id=\"footnote_plugin_tooltip_6377_1_12\" class=\"footnote_plugin_tooltip_text\">12<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6377_1_12\" class=\"footnote_tooltip\">\u00a0 Krakovsky, Isaac. How to stand out in a crowded marketplace. Strategy + business. September 17, 2019. <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6377_1_12').tooltip({ tip: '#footnote_plugin_tooltip_text_6377_1_12', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To strengthen their 2020 marketing strategy, smaller CPG suppliers may also find these tips helpful:<br><a href=\"https:\/\/www.rangeme.com\/blog\/12-ways-small-companies-can-win-big\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">12 ways small CPG suppliers can win big<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.rangeme.com\/blog\/what-millennials-want-from-consumer-goods\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">What Millennials want from consumer goods<br><\/a><a href=\"https:\/\/www.rangeme.com\/blog\/local-products-loyal-shoppers-part-2\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">How to capitalize on the \u2018buy local\u2019 movement<br><\/a><a href=\"https:\/\/www.rangeme.com\/blog\/artisan-sales-soar-as-consumers-invest-in-quality\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">3 tips for selling artisan goods<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Additional resources for CPG startups and small businesses include the National Retail Federation and the Consumer Brands Association.<br><br>Overall, the CPG industry is an influential and lively space where suppliers, ranging from startups to multinationals, adapt to consumer trends as opportunities for growth. Paying close attention to consumers\u2019 needs and competitors\u2019 moves can help CPG companies pinpoint their unique strengths and position themselves for success.\u00a0<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What CPG market trends and tips would you add?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Are you a supplier looking to get your products into retail? Join RangeMe for free <a href=\"https:\/\/www.rangeme.com\/suppliers\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">here<\/a>. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Frequently Asked Questions<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1778100337473\"><strong class=\"schema-faq-question\">Why are smaller CPG brands gaining market share?<\/strong> <p class=\"schema-faq-answer\">They adapt quickly to trends, target niche audiences, and leverage digital channels to compete with larger brands.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1778100347681\"><strong class=\"schema-faq-question\">What trends are shaping the CPG industry today?<\/strong> <p class=\"schema-faq-answer\">Sustainability, purpose-led branding, supplier diversity, and local sourcing are driving growth and differentiation.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1778100358056\"><strong class=\"schema-faq-question\">What do retailers look for in CPG suppliers?<\/strong> <p class=\"schema-faq-answer\">Retailers prioritize trend-aligned products, strong demand potential, reliable execution, and transparent partnerships.<\/p> <\/div> <\/div>\n<div class=\"speaker-mute footnotes_reference_container\"> <div class=\"footnote_container_prepare\"><p><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_label pointer\" onclick=\"footnote_expand_collapse_reference_container_6377_1();\">&#x202F;<\/span><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_collapse_button\" style=\"\" onclick=\"footnote_expand_collapse_reference_container_6377_1();\">[<a id=\"footnote_reference_container_collapse_button_6377_1\">+<\/a>]<\/span><\/p><\/div> <div id=\"footnote_references_container_6377_1\" style=\"display: none;\"><table class=\"footnotes_table footnote-reference-container\"><caption class=\"accessibility\">References<\/caption> <tbody> \r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_6377_1_1\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_6377_1('footnote_plugin_tooltip_6377_1_1');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>1,<\/a> <a id=\"footnote_plugin_reference_6377_1_6\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_6377_1('footnote_plugin_tooltip_6377_1_6');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>6,<\/a> <a id=\"footnote_plugin_reference_6377_1_10\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_6377_1('footnote_plugin_tooltip_6377_1_10');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>10<\/a><\/th> <td class=\"footnote_plugin_text\">\u00a0 Vessella, Victoria. Secrets to Success in The CPG Industry [Infographic]. Repsly. 2019. <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_6377_1_2\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_6377_1('footnote_plugin_tooltip_6377_1_2');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>2,<\/a> <a id=\"footnote_plugin_reference_6377_1_4\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_6377_1('footnote_plugin_tooltip_6377_1_4');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>4,<\/a> <a id=\"footnote_plugin_reference_6377_1_5\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_6377_1('footnote_plugin_tooltip_6377_1_5');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>5<\/a><\/th> <td class=\"footnote_plugin_text\">&nbsp; Infographic: Using CPG Market Sizing Data to Capitalize on Growth. Nielsen. July 11, 2019. <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_6377_1('footnote_plugin_tooltip_6377_1_3');\"><a id=\"footnote_plugin_reference_6377_1_3\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>3<\/a><\/th> <td class=\"footnote_plugin_text\">&nbsp; Dan, Avi. The Lesson From The &#8216;Big CPG&#8217; Lack Of Success: Scale Can Create A Blind Spot For Consumer Needs. Forbes. <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_6377_1('footnote_plugin_tooltip_6377_1_7');\"><a id=\"footnote_plugin_reference_6377_1_7\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>7<\/a><\/th> <td class=\"footnote_plugin_text\"> Renner, Barb L, Curt Fedder and Kelly Alonzo. 2020 consumer products industry outlook: Navigating Industry 4.0 in uncertain times. Deloitte. 2020. <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_6377_1('footnote_plugin_tooltip_6377_1_8');\"><a id=\"footnote_plugin_reference_6377_1_8\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>8<\/a><\/th> <td class=\"footnote_plugin_text\"> Whitfield, PhD, Gwendolyn. Supplier Diversity and Competitive Advantage: New Opportunities in Emerging Domestic Markets. Graziadio Business Review. 2008. <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_6377_1('footnote_plugin_tooltip_6377_1_9');\"><a id=\"footnote_plugin_reference_6377_1_9\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>9<\/a><\/th> <td class=\"footnote_plugin_text\">\u00a0 Wirthman, Lisa. 5 Benefits Of Shopping Locally On Small Business Saturday. Forbes. November 20, 2017. <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_6377_1('footnote_plugin_tooltip_6377_1_11');\"><a id=\"footnote_plugin_reference_6377_1_11\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>11<\/a><\/th> <td class=\"footnote_plugin_text\"> Edelstien, Peri, Krishnakumar (KK) S. Davey, Aman Gupta, Seth Marcus, Jim Brennan, and Cara Loeys. What the Fastest-Growing CPG Companies Do Differently. BCG. June 14, 2018. <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_6377_1('footnote_plugin_tooltip_6377_1_12');\"><a id=\"footnote_plugin_reference_6377_1_12\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>12<\/a><\/th> <td class=\"footnote_plugin_text\">\u00a0 Krakovsky, Isaac. How to stand out in a crowded marketplace. Strategy + business. 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Here is what you need to know about the CPG industry. <\/p>\n","protected":false},"author":15,"featured_media":6379,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[481],"tags":[690,37,775,420,502,560,366],"class_list":["post-6377","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-trends","tag-2020-cpg-trends","tag-cpg","tag-cpg-industry","tag-retail-ready","tag-retail-success","tag-successful-business","tag-trends"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What You Need to Know About the CPG Industry - The RangeMe Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rangeme.com\/blog\/what-you-need-to-know-about-the-cpg-industry\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What You Need to Know About the CPG Industry - The RangeMe Blog\" \/>\n<meta property=\"og:description\" content=\"The CPG industry is constantly adding new brands and products to its ever evolving world. 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