Price hikes and product shortages put CPG customer loyalty at risk: Brands are focusing on marketing or experimenting with alternative distribution models, like digital direct-to-consumer, to win back customers.

Curated by eMarketer, this special collection of interviews will help you understand how consumer packaged goods (CPG) brands are focusing on the critical challenges facing the sector and what’s envisioned for the future.

After an inconsistent year for digital ad spending in 2020, every industry in the US will increase their outlays in 2021. The retail, consumer packaged goods (CPG), and entertainment industries will provide the biggest boosts, driving up overall digital ad spending by 25.5%.

Procter & Gamble is the world’s top advertiser: The consumer goods giant is expected to beat Amazon this year after losing its title in 2020’s rankings.

Following mixed effects of the pandemic in 2020, the US retail, consumer packaged goods (CPG), and entertainment industries are rebounding in 2021.

Even before the pandemic, ecommerce channel advertising was attracting a lot of attention from advertisers—especially in verticals like consumer packaged goods (CPG)—as well as retailers, which hoped to add new higher-margin revenue streams to their businesses after seeing Amazon’s success in the area. Amazon had become the No. 3 digital ad seller in the US thanks primarily to placements on its ecommerce property, and companies including Walmart, Target, and eBay had been growing similar businesses.

The consumer packaged goods (CPG) category has seen tremendous growth thanks to ecommerce. Learn how Nestlé, one of the world's largest food companies, quickly pivoted and accelerated its digital transformation by leaning into shoppable commerce to drive digital purchases. Watch Industry Voices Spotlight on CPG with Alicia Enciso, CMO of Nestlé USA.

In-person discovery is an integral part of a spirit marketer’s strategy. So when brand discovery shifted online, Brenne Whisky found that consumers aren’t shy about a buy-to-try purchase. Watch Industry Voices Spotlight on CPGs with Brenne’s president and founder Allison Parc to hear how direct-to-consumer (D2C) access made continued discovery possible.

From hand sanitizer and kid-sized masks to DIY craft ideas and an inclusive range of skin-tone crayons, Crayola thinks about its marketing in the context of products, experiences, and content. Watch Industry Voices Spotlight on CPGs with Victoria Lozano, executive vice president and general manager of Crayola, to learn how social media has amplified its mission.

Older consumers may recall the iconic Bounty TV commercials featuring “Rosie.” But to attract Gen Z, Procter & Gamble is taking its messaging to digital channels. Watch Industry Voices Spotlight on CPG with Janette Yauch, brand vice president of Bounty and Puffs at P&G, to learn how it’s leveraging Twitch and TikTok.

The reports in this collection look at ad spending in the retail, financial services, computing products and consumer electronics, automotive, telecom, travel, health and pharma, media and entertainment, and CPG industries. Countries covered in this report series include the US, UK, and Germany.

Article: CPG brand loyalty is suffering under supply chain woes. Article: DoorDash continues steady growth through 2021.

We help companies in retail, manufacturing, wholesale, groceries, consumer packaged goods and other verticals to sell more, operate more efficiently, scale seamlessly and deliver remarkable customer experience. Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.

The CPG industry will increase its investments in digital advertising this year as strong sales of essential goods and personal care products—particularly on ecommerce platforms—gave advertisers reasons to keep spending during the pandemic.