In Exclusives, Insight, Trend

Once upon a time, the CPG landscape was much, much simpler. For the most part, the giants of the industry could expect year-over-year growth using a tried-and-true playbook that focused on dominating brick-and-mortar shelves and buying eyeballs (read: “awareness”) via mass media. Category news came primarily through commercial innovation and, on the whole, growth efforts centered around a company’s existing brands, or the occasional strategic acquisition. It meant the landscape was decidedly more finite, with a small crop of brands controlling entire categories and—for better or worse—tempering consumers’ sense of choice.

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