The Path to CPG Performance

Price sensitivity is the defining challenge for CPGs in 2024. With limited flexibility for price adjustments, companies are doubling down on performance marketing and brand-building. The shift is toward volume-driven growth, especially in emerging international markets. At the same time, CPGs are investing in core brands to develop category leaders, even as broader portfolio divestments reshape their businesses.

Key Takeaways: 

• CPG companies are prioritizing volume growth, especially in emerging international markets. This includes reorganizing internal marketing structures to better support growth across regions.
• As e-commerce expands and international buyer bases grow, marketing teams are increasingly involved in Revenue Growth Management (RGM), driving the need for stronger cross-functional coordination and data sharing.
• Marketing’s role is evolving to support profitable volume growth. This means enhancing targeting capabilities, investing in power brands, and backing strategic product innovation.

This report is designed for CPG marketers across brand, media, and cross-functional roles. It addresses the top concerns facing marketing leadership today and offers a landscape assessment of how category leaders are navigating pricing pressures.

Report Highlights: 

• We score 15 leading CPG companies across performance metrics, strategic direction, and marketing innovation.
• We distill key themes from CPG keynote presentations on growth and marketing strategy.