John Carroll

What does it take to win in #CPG? Circana’s CPG Growth Leaders report measures the omnichannel performance of more than 600 consumer packaged goods companies with sales greater than $100 million. 🚀 Get a copy of the 2023 U.S. CPG Growth Leaders report here 👉https://lnkd.in/g4BBBMfE

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As consumers continue to tighten their spending belts, the CPG industry is witnessing a shift towards seeking more deals. Leading CPGs had aimed to boost brand building in Q1, but the focus will now likely shift to trade spending with retailers for new promotions. Understanding competitors' MAP policies, pricing tactics, and margins is crucial in the current consumer-centric market landscape. Stay informed and competitive. #CPG #CompetitiveIntelligence https://lnkd.in/geJfhSCq

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Discover the unstoppable demand for variety in alcohol beverages! 🍹🍸 Gen Z demand is driving changes in flavor, format, and packaging innovation. Learn about the growth opportunities in this robust market in the latest Circana report.

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Nostalgia is just one way shoppers are growing the joy economy. As consumer behaviors shift, it’s critical to provide products and services that reflect the emotional needs of today’s shoppers. Learn more in Circana's report, The Great Escape: Exploring the Rise of the Joy Economy.

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Liz Buchanan <> The CPG View On this week's podcast, "Pioneering the Future of CPG Data," on The CPG View featuring Liz Buchanan, President, North America at NielsenIQ. Liz covers the following key points: 🎯 Leadership and Market Evolution: Liz emphasizes her transition to leading Nielsen IQ's North American business and the dynamic changes in the market, highlighting her extensive experience and the company's adaptive strategies. 🎯 Data Activation and Value: A major focus is on making data "activation ready" by ensuring it is comprehensive, granular, and useful for driving business outcomes, particularly in retail environments. 🎯 Customer-Centric Approach: Liz shares the importance of understanding and addressing customer needs through modern data access methods, personalized insights, and maintaining high standards of data stewardship and privacy. Tune in to gain insights on new data strategies, AI tools, and market trends shaping the CPG industry on The CPG View. 🚀🌟 Full Podcast Link (Apple, Spotify, Google, etc): 🎧 https://lnkd.in/eEqXpSB6 #ecommerce #digital #omnichannel #strategy #success #cro #ceo #leadership #cmo #cdo #retailecommerceclub #cpg #privateequity #playtowin #thecpgview

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It is so fitting that one of my favourite song from the #GinBlossoms is 'till I hear it from you' who will be playing at our C360 summit where we discuss the future of retail and what it means for shoppers..... #NIQandGfK #TheFullView #MovingMeasurementForward #NIQ #GFK #nielseniq #retailanalytics #retailinsights #cpg #cpgindustry #retail #groceryretail #convenience #beverageindustry #quickcommerce #collaboration #future #business #manufacturing #collaboration #connectedcollaboration #media #investments #onlineadvertising #sales #retail #growth #grocery #retailing #technology #sustainability #techanddurables #generalmerch #computing #electronics #devices #IoT #PrivateLabel #ownedBrands #telco #AI #GenAI #AskArthur

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As a consumer insights professional, you have to accept you will never understand all of your consumers' behaviors all of the time. For example, there is NEVER ANY REASON TO REACH OVER THE SNEEZE GUARD AT CHIPOTLE. EVER! Even if you are Barack Obama, I can assure you that the worker knows what "pico" or "no corn" or "yes, I know guac is extra" means without your grubby hands reaching into the food area. There is no data or research or analysis that will ever make this understandable or acceptable. #ConsumerInsights #MRX #MarketResearch #Chipotle

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I've been hearing so much doom and gloom about the ability to raise capital for emerging CPG brands in the current environment. I can attest from first-hand experience that abundant capital is available in the market for companies that check the boxes. There was a time a few years ago when access to VC investments was effectively democratized. Money fell like rain from the skies above without much of a filter. That situation was a bubble and unsustainable. Those days are over—as most of us realized 20+ months ago. My team and I are honored to work with some of the best VCs in the CPG space on various projects. I'm learning more and more about what VCs value in our current environment. Here are some key takeaways: 📕 Despite what you may have heard, VCs are investing in great companies with amazing leaders, a compelling velocity story in a growing white space, and, more important than ever, a pathway to profitability. 📕 We've all heard stories of VCs who rule over their investments with iron fists. Be selective about with whom you take money from. The VCs I work with want to empower leaders to realize their potential and have little desire for control. 📕 Velocity, velocity, velocity: go deep instead of wide. Best-in-class velocity numbers are so much more important than the number of store doors (given a choice between the two). In the crazy days of 2018 to 2021, brands were told to grow at all costs and claim market share before competitors arrived. While there needs to be a sense of urgency, it can never be at the expense of velocity. A corollary to this point is to pick the retailers you start with with intention. Opening up stores with inherently low foot traffic won't serve you. 📕 The truth is in the details! Founders need to know the intricate details of the business economics and the market. It's not enough to be a visionary; you need to be a responsible and business-minded leader who can be trusted to have discipline and good stewardship with invested capital. I want to note that VC funding isn't the only path to growing your CPG company. It's one option of many. After spending more and more time with several VCs over the past year, I'm more encouraged than ever about this option for brands that check the boxes. Let's dominate the world with better-for-you and better-for-the-🌍earth brands.

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DTC/Digital Native Brands struggle to achieve scale. CPG portfolio's are stagnating. Consumers are trading down, and retailers owned brands are disproportionately growing. Target, Costco, Trader Joes, and Aldi owned brands are winning. Now Walmart has launched a formidable new elevated basics brand, BetterGoods. The best way to beat the Amazon/Temu/Shein/TikTok marketplaces is to sell products they don't have.

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Americans are showing strong support for local small businesses, with consumers expressing a willingness to spend an additional $2,000 in 2024 to help their favorite shops thrive. Over 65% of Americans visit their local Main Street regularly, and the closure of these shops evokes strong emotions in nearly 75% of consumers. The pandemic has led to a newfound appreciation for local businesses, especially among suburban residents, with over 70% citing local economic contribution as a key factor in their shopping choices. Notably, younger generations such as Gen Z and millennials are particularly enthusiastic about the success of their Main Streets. Small businesses play a significant role in the U.S. economy, representing almost 44% of the GDP and employing nearly half of the nation's workforce, as reported by the U.S. Chamber of Commerce in 2023. Supporting local businesses is vital for community growth and sustainability. #SupportLocal #SmallBusinesses #CommunityEconomy #Locally

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Retail sales show signs of stabilization. 🛍️ Older shoppers are striking a balance in their budgets and diving into deals, resuscitating sales that were once on pause. As Circana’s Marshal Cohen points out, consumers are willing to spend when the right price aligns with their current needs. Marketers need to tailor strategies to address consumers spanning all ages in these unique moments. Explore the full story in the latest Circana blog.

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For Marketers: This article could also have been titled "How Brands Got So Boring." Agencies have always dealt in cultural arbitrage, but to create true and lasting differentiation we need to start paying more attention to the divergent ideas and get off the short-cycle hype machine. https://lnkd.in/eXh8Juqw

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Dollar General is enhancing its retail media program by teaming up with solutions provider Criteo. The commerce media platform will work with the retailer's Dollar General Media Network (DGMN) arm to support onsite sponsored ad offerings. Through this arrangement, brand partners can access inventory and campaign execution and utilize Criteo’s self-service demand-side platform. Among other capabilities, brands can leverage DGMN’s inventory within their private market through Criteo’s retailer monetization platform. In addition, the technology enables brands to reach Dollar General’s digital customers who often build lists online before making their weekly in-store purchases. Omnichannel insights will be available for marketers to see if sales are taking place online or in-store. | Progressive Grocer https://lnkd.in/gATgumgr #retail #retailmedia #grocery #shoppers #media #digital

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Is NielsenIQ the partner of choice for full #omnichannel retail measurement in North America? The CPG Guys will be at the annual C360 in Phoenix to bring you back that answer. Here’s what you can expect : 1. An analysis of all keynotes 2. All showcases and how they drive to the mission of full measurement 3. A post event summary with Liz Buchanan - president, NA on this mission. Calling all my fellow ‘brand sales’ leaders - in these incredibly business challenged times are you using your measurement solution providers offerings to the fullest? Are you tapping on the resources that exist? Are you delivering for the #omnichannelconsumer through the optimized #shopperjourney? I’ll be taking this head on…be ready💪💪

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With all the recent news surrounding the fallout brands have faced from their support of social and environmental causes, it may be tempting for brands to pull back, or press pause, on any corporate advocacy efforts. However, in this article Jeremy and Eric show why authentically supporting causes and issues is essential for brand leadership. Check it out!

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This CPG ecomm cart update instantly became a winner. We knew it would work. Because we used a Customer-Centered Framework ▶ The best way to decide what to leave in and what to take out. 🚩 The Problem: Brands load up their ecomm carts with bells and whistles that create friction and slow down conversion. 💡 Solution: Think about what customers need and want at check out. Streamline and give your shopper everything they need to make their order. - Understand abandonment - Outline all cart options (loyalty, upsells, etc) - Decide what's a must-have  - Make it easy to edit and upsell - Check CTAs design - Design for mobile - Optimize code for speed If you’re struggling to improve your CVR, start closest to the $, streamline, test and iterate.

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Several CPG brands have declared war on Big Soda 🥤 And the main battle isn’t even taste. It’s branding. With seltzer sales going flat amongst Gen Z, the latest trend in the beverage industry is here: Healthy sodas 🥥🍇🍓🥭🥝 Where seltzers failed, brands like Poppi “popped” off. This new generation of sodas boasts eye-catching packaging, setting it apart from the giants like Coca-Cola and Pepsi. Big Soda’s appearance is so recognizable and established at this point it would need a total rebrand to stand out in a healthy soda market. Which they would never do. 🤷‍♂️ Aesthetics are essential and Gen Z is all about it. They love Poppi’s bold design, packaging, AND marketing moves. Last month, Poppi ranked as the 11th fastest-growing beverage brand in dollar sales. Just check out the image below and tell me it doesn’t “pop” out at you! 💥 Looks like Big Soda has some big competition. Product design matters. PickFu polls have shown time and time again that consumers get behind the more aesthetically pleasing images. The soda wars are proof of this. What do you think? Can healthy soda brands like Poppi keep a hold on the market? #HealthySoda #CPGMarketing #BrandDesign #BrandAwareness

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