CPG


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.

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.

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.

Twitter users want to discover what’s happening by tapping into culture and interacting with brands and celebrities. To launch its Heatburst campaign in spring 2017, Doritos UK leveraged this mindset by letting loose its own Twitter “celebrity”—a funny, adorable, fire-breathing Baby Dragon. By employing Twitter’s range of video and creative formats, the CPG brand generated £3 million in UK sales ($3.84 million US) during the product’s first three months on the market.

Digital sales will grow faster than any other channel in the UK grocery sector over the next five years, according to IGD. But brick-and-mortar stores—and discounters in particular—will also see some relatively high growth rates.

The market for FMCG products across nine major countries in Western Europe was valued at €499 billion in 2016.

Data from National Australia Bank shows retail ecommerce sales in Australia climbed 10.4% in 2016.

Many shoppers are loyal to their favorite consumer packaged goods (CPG) products, but their journey with these brands often begins with an in-store impulse purchase. For this reason, CPG brands are faced with different challenges in the ecommerce space than other product categories. Jennifer Silverberg, CEO of SmartCommerce, spoke with eMarketer’s Tricia Carr about what CPG brands can do to convert new and existing customers online.

Multichannel drugstores haven’t seen as much ecommerce traction as other sectors. Specialty retailers focusing on beauty products have been more successful, helping overcome many of the barriers digital shoppers once had to buying cosmetics without being able to try them first.

A global company with 15 bottled beverage brands, Nestlé Waters North America has undergone a digital transformation over the past few years, recently opening a digital command center in New York City to monitor and analyze digital interactions with its many brands. Antonio Sciuto, executive vice president and CMO of Nestlé Waters North America, spoke with eMarketer about the growth of consumer packaged goods (CPG) ecommerce and the company’s approach to it.

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.

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.

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

Anheuser-Busch InBev (ABI), founded in 1852, practically invented the US beer market. Many of its beverages—Budweiser, Michelob, and Stella Artois—are household names. Since Americans love to knock back a cold one (according to a July 2017 Gallup poll), ABI teamed up with Twitter to stay top-of-mind with their audience and be a part of those everyday moments that matter.

Frank Amorese, senior media director at Heineken USA, talks about some of the challenges the brand has faced with Facebook advertising, especially when it comes to video.

Younger consumers’ preferences are causing shifts among established food giants, driving consolidation and product development changes.

As consumers’ food preferences shift from processed to fresh options, traditional food giants try cost-cutting, mergers and more.

Millennials are dominating the US beauty market, fueled by a constant stream of trends on social media, a vast network of digital influencers and a number of millennial-friendly brands that have recently entered the market.

Like many forward-thinking retailers, pharmacy chain Walgreens adjusts its digital experience so that it’s not only ideal for ecommerce, it also functions as an in-store shopping companion for its customers. eMarketer spoke with Cherise Ordlock, divisional vice president of digital commerce at Walgreens, about how drugstore, health and beauty retailers should approach digital commerce.

Even as consumers gravitate to purchasing books, apparel, electronics and many other items through ecommerce channels, shoppers remain steadfast in their desire to purchase grocery items at a brick-and-mortar store.