The Lean: Consumer Packaged Goods Insights Brief
Over the last year, the pandemic has accelerated digital buying behaviors across almost every category as consumers turned their digital devices into their own virtual stores to buy everything from furniture to cars to household goods such as cleaning supplies and groceries. In response, CPG (consumer packaged goods) brands increased their digital marketing investments dramatically over the last year to grow their D2C sales.
Heading into 2022, consumers are not only increasing in-store visitations, but are going to the store more often. Despite ongoing shipping and supply-chain challenges, in-store shopping continues to reach and, in some cases, surpass pre-pandemic levels at a fast pace. Without an omnichannel strategy to capture hybrid shoppers (in store and online), the massive digital marketing investments they made in 2021 to reestablish consumer loyalty could be at risk.
This latest issue of the GroundTruth Lean: CPG Insights Brief explores popular CPG categories, top retailers for CPG products, and uncovers the overlap in CPG shopper audiences, unveiling common interests based on the stores they visit.
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About the Lean:
Between professional careers and personal lives, we understand that there is very little time left to read drawn out white papers. This is why we created The Lean — meaningful marketing insights that help brands make strategic decisions about their marketing campaigns. Specifically designed for easy consumption and quick reference, each issue of The Lean applies offline behavioral data filters and other industry sources to current consumer trends to help understand the impact they are having on business outcomes such as visits and sales. GroundTruth data is sourced from the 30 billion annual global visits observed on its platform. All data is anonymized and aggregated.
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