John Phillips

What does it take to win in #CPG? Circana’s CPG Growth Leaders report measures the omnichannel performance of more than 600 consumer packaged goods companies with sales greater than $100 million. 🚀 Get a copy of the 2023 U.S. CPG Growth Leaders report here 👉https://lnkd.in/g4BBBMfE

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Private Label appeal is ubiquitous. We have new data that confirms it.

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𝗔 𝗻𝘂𝗮𝗻𝗰𝗲𝗱 𝗖𝗣𝗚 𝗰𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗳𝗼𝗿𝗲𝗰𝗮𝘀𝘁 𝗳𝗼𝗿 𝟮𝟬𝟮𝟱 𝗶𝗻 𝘁𝗵𝗲 𝘁𝗼𝗽 𝟲 𝗘𝘂𝗿𝗲𝗼𝗽𝗲𝗮𝗻 𝗴𝗿𝗼𝗰𝗲𝗿𝘆 𝗺𝗮𝗿𝗸𝗲𝘁𝘀 based on 6 factors; in the final issue of the 2024 Demand Signals* Category Monitor: 💰 𝗜𝗻𝗳𝗹𝗮𝘁𝗶𝗼𝗻 𝘀𝗲𝘁 𝘁𝗼 𝗿𝗶𝘀𝗲 𝘁𝗼 𝟮.𝟳% 𝗯𝘆 𝗲𝗻𝗱 𝗼𝗳 𝗛𝟭 𝟮𝟬𝟮𝟱; COL crisis continues 🥈 𝗦𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗹𝗲 𝘃𝗼𝗹𝘂𝗺𝗲 𝗴𝗿𝗼𝘄𝘁𝗵 𝗶𝘀 𝘁𝗵𝗲 𝗰𝗿𝘂𝗰𝗶𝗮𝗹 𝘁𝗵𝗲𝗺𝗲 as demand slows 🌟 𝗣𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻𝘀 𝗮𝘁 𝗮 𝟱-𝘆𝗲𝗮𝗿 𝗵𝗶𝗴𝗵 𝘄𝗶𝗹𝗹 𝗻𝗼𝘁 𝗰𝗿𝗲𝗮𝘁𝗲 𝗼𝗿𝗴𝗮𝗻𝗶𝗰 𝗱𝗲𝗺𝗮𝗻𝗱 - so brand over-saturating shelves must look to the whole toolbox 🏪 𝗣𝗿𝗶𝘃𝗮𝘁𝗲 𝗟𝗮𝗯𝗲𝗹𝘀 𝘄𝗶𝗹𝗹 𝗰𝗼𝗻𝘁𝗶𝗻𝘂𝗲 𝘁𝗼 𝗴𝗿𝗼𝘄 𝘆𝗲𝘁 𝗮𝘁 𝗮 𝘀𝗹𝗼𝘄𝗲𝗿 𝗿𝗮𝘁𝗲 despite retailer transformation strategies 🛒 𝗗𝗶𝘀𝗰𝗼𝘂𝗻𝘁𝗲𝗿𝘀 𝗴𝗿𝗼𝘄𝘁𝗵 𝘁𝗼 𝘀𝘁𝗮𝗹𝗹 as Supermarkets fight back comprehensively 💡 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 - 𝗯𝗲𝘆𝗼𝗻𝗱 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 - 𝗵𝗮𝘀 𝘂𝗻𝘁𝗮𝗽𝗽𝗲𝗱 𝗽𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹 - to include Media & Promotion Effectiveness & Execution We may have got 6/6 predictions right for 2024. But we are not bringing out the champagne just yet! Happy Holidays to you from Circana

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I think the label "private brands" has been a misnomer for a while - they have as strong brand-building power as traditional "brands." Now consumers are choosing retailers because of the strength of PL brands, meaning retailers have even more power in trade. How can traditional CPG brands justify the price? Huge need for differentiated positioning, distinctive packaging, and outside-in innovation.

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📊 This week's The Harris Poll highlights a key trend: "82% of Consumers Want a Brand’s Values to Align with Their Own". 📊 The evolving behavior during the consumer purchase journey reveals that simply offering discounts, having your products on the shelf, or a brand website is no longer sufficient. Consumers today are increasingly interested in knowing more about your corporate values (e.g. sustainability practices). During client conversations, we often advise our clients to define what their brand stands for, articulate the philosophies their business is built upon, and transparently share what's happening behind the scenes. We also find that this is an effective way to engage and convert younger audiences. 👍 Read more: https://lnkd.in/eDXTsdG8

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Obesity drugs, private-label foods and shifting social patterns are disrupting America’s food landscape. What the Future:Food lays out how stakeholders from food makers to packaging companies to appliance makers can thrive in these changes. https://lnkd.in/gqEKJByE

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Ever wonder why some brands can charge a premium while others get commoditized? Our new Blueprint for Brand Growth report sheds light on just that. Our analysis of 6.5 billion attitudinal and shopper data points found that brands that reach “meaningfully different” status, addressing a spectrum of practical and emotional needs in unique ways that competitors don't, have much greater pricing power, higher brand equity and much faster growth. Learn more about how brands can extend their identity and become more differentiated in this @MediaPost article: https://lnkd.in/gHRSmHgw

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In 2023, CPG #PrivateLabels grew dollar and unit sales thanks to the unique confluence of retailers investing in their own brands and consumers facing high inflation 📈🛒. Mary Ellen Lynch, principal of Circana's center store solutions practice, discusses private brand shoppers and what they’re looking for in this new #GrowthInsights episode. 🎧 Listen to the full episode!

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Obesity drugs, private-label foods and shifting social patterns are disrupting America’s food landscape. What the Future:Food lays out how stakeholders from food makers to packaging companies to appliance makers can thrive in these changes. https://lnkd.in/eex2J2nU

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Read the full article here: https://lnkd.in/gTy3wwum Brendan Light shares how virtual simulations allow shopper marketers to continuously present the optimal shopping experience and drive purchasing decisions in Retail Today’s Executive Roundtable.   Interested in learning more about Ipsos’ Virtual Experience capabilities? Let’s connect!   #IpsosVirtualExperience #ShopperInsights #Ipsos #Retail #Loyalty

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