The consumer packaged goods (CPG) industry in the UK has to deal with not only Brexit effects, but also strong competition from retailers’ own-label products. As such, we predict that this industry will see a diminishing share of the digital ad spend market through 2020.
The ad market in the UK suffered during 2020, but the decline in spending was only marginal as digital investment took up much of the slack. Indeed, the resilience of digital formats has been palpable amid the pandemic.
The pandemic has hastened the digital future, but ill-conceived marketing tactics predicated on current events should be avoided. UK consumers are more wary of empty marketing rhetoric, so a mindful approach should be cultivated.