CPG growth is anemic and marketplace competition is fierce, so winning in this environment requires a keen understanding of consumers’ evolving path to purchase and dynamic marketplace shifts. To get a clear understanding of the rapidly changing CPG marketplace and the latest growth opportunities, IRI® took a closer look at how consumers’ shopping patterns as well as emerging marketing programs are impacting retail channel trends in its granular analysis, “IRI Channel Performance Report.”
“It is becoming harder and harder to find growth opportunities in the CPG marketplace,” said Susan Viamari, vice president of Thought Leadership for IRI. “The path to purchase has forever changed. Shoppers are becoming increasingly demanding and embracing an omnichannel environment. And they are funneling their spending to channels and retail banners that best deliver on their expectations. That’s why it is imperative for retailers and manufacturers alike to have a clear perspective on which channels and departments are performing well, so they can figure out which white-space opportunities will lead to growth.”