CPG


With the June acquisition of PillPack and quieter forays into beauty, Amazon has demonstrated its intent to move into the online pharmacy business as well as the space dominated by Sephora and Ulta Beauty. Should traditional pharmacies and beauty retailers be concerned by Amazon’s exploration of new product categories?

Eddie Revis, senior director of marketing communications at Chobani, discusses the brand's approach to building targeted campaigns at the individual and household levels.

When it comes to the US ecommerce market, Amazon is leaving the competition in the dust. This year, the online shopping juggernaut will capture 49.1% of the market, according to eMarketer’s latest forecast on the top 10 US ecommerce retailers, up from a 43.5% share last year.

According to Kantar Worldpanel, US online sales of fast-moving consumer goods (excluding fresh food) jumped 29% in 2017 to $20 billion. But part of the reason for the rapid growth is that the US has a lower FMCG ecommerce penetration rate than most other geographic regions.

Beauty retailers like Sephora and L'Oréal have adopted augmented reality in some form to let consumers try on products without having to leave their home. And according to recent data, more companies are planning to embrace the technology within the next two to five years.

Nishat Mehta, president of the Media Center of Excellence at IRI, talks about the rise of targeting based on in-store purchases and what's currently attainable for CPG marketers.

As ecommerce ramps up in the packaged foods sector, CPG marketers must enter this new playing field where the competition for consumers’ attention is fierce. eMarketer’s Tricia Carr spoke with Marc Seguin, CMO of snackmaker popchips, about how the brand balances first-party and third-party ecommerce so it can effectively and efficiently fight to stand out in the digital aisle.

The consumer packaged goods sector faces tough hurdles in 2018, as consumers hunt for discounts, buy more private labels and opt for fresh food choices.

The way consumers shop for household products is shifting steadily to an omnichannel approach, according to a new GfK study.

Mike Siemienas, spokesman for General Mills’ Nature Valley, explains why the brand isn’t giving up on organic social media marketing.

You may think nothing of a box of frozen White Castle sliders or a Taco Bell dinner kit in the grocery aisle—fast-food signature dishes that shoppers can re-create at home. Yet Chick-fil-A's announcement on Monday that it will begin testing meal kits is something different altogether.

Sameer Bandeali, digital and ecommerce marketing manager for Maple Leaf Foods, discusses why the company is reshuffling its ad spend to include video-on-demand advertising in 2019.

Laura Brinker, vice president of beauty brand partnerships at Influenster, explains why the influencer market has evolved toward microinfluencers, and why influencer marketing is here to stay.

A May 2018 survey by Automat found that 70% of US female beauty buyers said they were overwhelmed by product choices. One solution to the overwhelmed-with-choice conundrum could be virtual beauty advisors.

Greg Portell, lead partner for consumer industries and retail practice at A.T. Kearney, discusses taking the personalized customer experience offline.

Consumers aren't just rushing to Sephora or Ulta Beauty to replenish their beauty essentials—they're also heading to a less obvious choice: Amazon.

Two consumer behaviors are driving brands' ability to gain insights into purchase behavior: the rise of pre-shopping research on products, and the adoption of ecommerce.

Campbell Soup's purchase of Pacific Foods, a maker of organic broths and soups, is the latest push by an established food giant to rekindle growth with products that consumers perceive to be fresher, healthier and "authentic."

Brandon Rhoten, CMO of Papa John's International, discusses the formula to having an engaging, interesting and consistent brand voice on social media.

Growth of the private-label market in recent years has been driven by demand from lower-income shoppers as well as budget-conscious millennials. But these products are attracting wealthier consumers, creating yet another challenge for national brands.