- Circana
- Apr 11, 2024
- 1 min read
Updated: 2 days ago
What does it take to win in CPG? Now in its 12th year, Circana’s CPG Growth Leaders report measures the omnichannel performance of more than 600 consumer packaged goods companies with sales greater than $100 million. Discover the top-performing companies of 2023 and the strategies used to achieve their exceptional success.
Highlights:
Across the multiple tiers of companies included in this research, winning companies used strategies that resulted in distribution, volume, and unit sales velocity gains. Except in smaller companies, greater price and mix growth did not differentiate leading performance.
Growth Leaders expressed a strong focus on the consumer. Leaders speak of meeting the consumers where they are with easy and relevant products, consumer benefits, and messaging and price points that resonate with shoppers.
Top performers generated a flow of excitement through product and experience, targeting penetration and buy rate, and balancing premium opportunity with affordability.
Leading players used selective, purposeful artificial intelligence to improve supply chain efficiency and quickly develop and deliver marketing content.
