Consumer Packaged Goods

Note from the editor

Packaged goods marketers are navigating an intense transitional period as the coronavirus pandemic and shifting privacy mandates upend the usual ways of doing business. If CPGs can adeptly adjust to these disruptions, they have an opportunity to strengthen their brands and extend a sales windfall that's reset expectations for the sector.

Amid this landscape, it's hardly all bad news, as pantry-loading trends reinvigorate category stalwarts that previously lagged amid the boom in better-for-you and direct-to-consumer (DTC) upstarts. But wariness toward in-store shopping has accelerated the need for stronger e-commerce and DTC strategies from all CPGs, with poor online experiences becoming bigger dealbreakers for consumers.

At the same time, CPGs — some of the largest advertisers by media spend in the world — have found themselves at the center of new calls to promote diversity and inclusion on both the marketing and product fronts. In the report below, Marketing Dive examines:

  • How category leaders like Procter & Gamble are adopting a startup mentality to spur further growth and innovation
  • General Mills CMO's insights into accelerating e-commerce and data-driven strategies during a pandemic year
  • Where Unilever is leveraging its organizational power to drive social good

With the looming deprecation of third-party cookies and a recovery from the pandemic on the horizon, CPGs should be priming themselves for further changes. This content can serve as a reference point for understanding and reacting to new obstacles in the months ahead.

Peter Adams Reporter

P&G's Pritchard shares playbook for managing ongoing disruption

The executive detailed how P&G is asserting greater control over its business, including a media planning strategy that is now handled 80% in-house.

• Published Jan. 13, 2021

CPG marketers roll the dice on new experiments amid data upheaval

In a quest to get closer to customers through data, brands are asserting their independence from walled gardens by recentering on owned experiences.

• Published Nov. 23, 2020

PepsiCo's in-house technology informs radical shift to digital

An internal measurement system called ROI Engine has guided the marketer's decisions to place bigger bets on streaming and e-commerce, while saving the organization millions.

• Published Nov. 30, 2020

Bevy of brand refreshes reflect new marketing mandates

The pandemic, Black Lives Matter movement and other factors have marketers rethinking logos, packaging and visual ways their identity is presented.

• Published Oct. 26, 2020

General Mills CMO shares outlook on purpose, e-commerce and data

Speaking to Marketing Dive, Ivan Pollard said he believes agencies can't go back to the old AOR model and dished on how the company is working with partners like Walmart and Amazon.

• Published Feb. 22, 2021

Unilever's ambitious plan for fighting social inequity includes more diverse advertising

• Published Jan. 21, 2021

Clip or click? How the pandemic has changed the print vs. digital coupon debate

While the demise of paper coupons has been predicted amid a broader shift to digital, the future may not be so straightforward.

• Published March 15, 2021

How Kellogg prepared for the e-commerce surge by boosting tech and talent

The company's online sales nearly doubled as it has invested in hiring specialized digital experts and building out its platform.

• Published Nov. 5, 2020

Latest marketing trends in consumer packaged goods

Wariness toward in-store shopping has accelerated the need for stronger e-commerce and DTC strategies from CPGs, with poor online experiences becoming big deal breakers for consumers. At the same time, CPGs have found themselves at the center of calls to promote diversity and inclusion on both the marketing and product fronts.

included in this trendline
  • How category leaders like Procter & Gamble are adopting a startup mentality to spur further growth and innovation
  • General Mills CMO's insights into accelerating e-commerce and data-driven strategies during a pandemic year
  • Where Unilever is leveraging its organizational power to drive social good
Our Trendlines go deep on the biggest trends. These special reports, produced by our team of award-winning journalists, help business leaders understand how their industries are changing.
Davide Savenije Editor-in-Chief at Industry Dive.