A Tale of Two Pandemics: CPG During & After COVID

We believe there are three key areas consumer packaged goods brands need to address now to set themselves up for growth.

The author(s)

  • Kristopher Hull Senior Vice President, Client Org Ipsos US
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The COVID-19 pandemic drove the largest disruption in Consumer Packaged Goods (CPG) in recent memory. For many categories, it led to unprecedented sales and the challenge of maintaining supply; for others, sales suffered as changed routines reduced demand. All categories, like their consumers, struggled to adapt as the disease ebbed and flowed.

Brands that benefited from increased demand during the pandemic must embed new habits to exceed strong prior-year comparisons. Those that struggled must drive consumers to return to prior habits or create new ones to regain momentum. All must all do this in an environment where consumers are increasingly turning to e-commerce as well as brick & mortar stores.

Regardless, the time to act is now. Those that anticipate likely changes in the market and plan accordingly, focus on understanding and influencing consumer behavior changes, and optimize their presence in physical and e-commerce environments are the ones that will succeed – and we have some data to back this up.

Download our detailed paper for more insights and tips to inform your CPG strategies.

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The author(s)

  • Kristopher Hull Senior Vice President, Client Org Ipsos US

Consumer & Shopper