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Analyzing the Most Successful Marketing Strategies of 2024’s U.S. CPG Growth Leaders

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Sally Lyons Wyatt

Global EVP & Chief Advisor Consumer Goods & Foodservice Insights

The 2024 Growth Leaders didn’t just adapt to challenges in the market; they set the pace for innovation.

  • Writer: Sally Lyons Wyatt
    Sally Lyons Wyatt
  • Apr 8
  • 2 min read

Updated: Apr 14


Table of Contents:


Every year, Circana analyzes the trends and strategies driving growth for the most successful CPG companies in the U.S. This year’s CPG Growth Leaders found ways to build authentic connections with consumers and offer comprehensive value in an industry with shifting dynamics.  



2024 U.S. CPG Growth Leaders Report


Circana’s 13th annual U.S. CPG Growth Leaders Report explores how the most successful CPG manufacturers, including companies with $100 million to $8 billion or more in annual sales, use innovation and value-driven strategies to outperform their peers. Circana’s research shows CPG companies prioritizing consumer needs and authenticity thrived in 2024. 


Additional CPG insights featured in the report include:

  • Smaller manufacturers spark significant growth, bolstered by lower barriers to entry, expanding emerging channels, and a shifting preference for value-oriented and premium private label offerings.

  • From premium experiences and sustainable packaging to tailored wellness initiatives, organizations investing in personalization build lasting connections and brand loyalty.

  • These five key focus areas were critical to CPG growth in 2024: community connection, comprehensive value, collaborative growth, catering to multi-pronged wellness, and company culture.




2024 CPG Growth Leaders Part 1: Small Companies Accelerating Demand


In the first part of our U.S. CPG Growth Leaders webinar series, hear from leaders at Milo’s, Nutrabolt, and King Arthur. They'll explore how companies with sales revenue of $100 million to $1 billion grew during challenging times.


The session features CPG insights, answering questions like these:

  • Which manufacturers win in today’s CPG environment?

  • How do these companies view the market? What makes them successful?

  • What capabilities will CPGs prioritize moving forward?




2024 CPG Growth Leaders Part 2: Big Companies’ Success Levers


Discover new perspectives about the large companies among the 2024 U.S. CPG Growth Leaders. Laurie Lam, chief brand officer at e.l.f. Beauty and John Ferris, EVP, consumer, Bausch + Lomb, join members of Circana’s thought leadership team to discuss the performance drivers, market trends, and strategies that contributed to the remarkable growth for 2024’s most successful companies with more than $1 billion in sales.


This webinar will explore CPG insights including:

  • CPG companies' biggest 2024 success drivers.

  • How a company’s culture factors into its success.

  • The impact of omnichannel sales and emerging market trends.








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About the author

Sally Lyons Wyatt is the leading global consumer packaged goods and foodservice industry advisor. She is a go-to expert and frequent keynote speaker on future-forward consumer and retail insights, industry trends, and a multitude of topics related to F&B, Nonfood, sustainability, emerging categories, and more. Lyons Wyatt also leads a global team of industry experts. She is frequently quoted about the latest trends and insights in national business media outlets such as The Today Show, The Wall Street Journal, CNBC, Financial Times, and leading CPG trade media publications.


In her prior role as EVP and practice leader for Circana’s Global CPG division, Lyons Wyatt drove integrated client initiatives and managed the company’s center store and produce account teams. She has more than 30 years of industry expertise in partnering with Fortune 500 clients. She leverages Circana data to optimize a wide range of strategies with clients – from consumer and media to merchandising and supply strategies. Lyons Wyatt is a two-time “Top Women in Grocery” recipient and a proud executive sponsor of Circana’s Early Career Professionals Business Resource Group.

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