The Consumer Packaged Goods (CPG) sector is a multi-trillion-dollar industry that touches almost every aspect of our daily lives. It’s also one of the most dynamic industries, undergoing significant changes as market and consumer trends shape the industry landscape causing foundational shifts in how businesses operate, market, and deliver value to consumers.
With evolving consumer expectations and technological advancements, understanding these macro trends and paradigm shifts isn't just a matter of staying updated; it's about gaining a competitive edge, foreseeing opportunities, and sidestepping potential pitfalls.
By understanding and harnessing these trends, companies can position themselves for sustained growth and relevance in a rapidly changing marketplace. Join us as we delve into the key developments shaping the future of the CPG sector and explore the strategies that companies can employ to thrive in this new era.
To anticipate the future of consumer goods, we must first understand the seismic demographic changes on the horizon and their profound implications. Let's dive into the demographic shifts setting the stage for the next chapter in consumer behavior.
It’s predicted that by 2030 we’ll witness a tipping point where seniors (65+) will outnumber children, highlighting the pressing importance of an aging population. Meanwhile, the US is evolving into a more racially diverse society, pushing brands to emphasize inclusivity in both messaging and product offerings.
As Gen Z, the first genuine digital natives, matures, their collective income is projected to soar to $33 trillion. This generation seamlessly blends their online and offline worlds and places twice as much trust in influencers and community opinions over traditional brand messaging compared to older generations.
The entrepreneurial spirit is alive and well among Gen Z, with 62% engaged in side hustles. This dynamism is fueling the creator economy's rapid expansion, now estimated to be worth $100 billion and made up of more than 50 million people worldwide. With the plethora of digital tools at their disposal, the modern world presents a landscape where virtually anyone can become a recognizable brand.
The definition of 'wellness' is undergoing a transformative shift. Projected to be a $7 trillion global market, it's no longer limited to physical treatments or exercises. The pandemic-induced global reevaluation of values has expanded wellness focusing on mental health, social justice, environmental sustainability, urban design, and overarching public health. These drivers will shift consumer, policy, and healthcare spending in new directions.
Today's consumers are informed and impassioned. They're not just buying products; they're investing in values. Sustainability is no longer a 'nice-to-have'. As environmental challenges mount, living sustainably is becoming a societal norm. Consumers are seeking products that align with this ethos, making it a driving force in the CPG sector. Brands that don't adapt to this reality risk obsolescence, while those that do stand to reap significant rewards.
In the fast-paced world of consumer goods, there's a whole ecosystem of factors shaping the game. It's not just about what's on the shelves; it's about the dynamic interplay of environmental, economic, and political forces that can make or break a brand's success. But here's the exciting part: these challenges are not roadblocks; they're stepping stones to innovation and growth.
By 2025, a staggering 2/3rds of the global populace might struggle with water shortages. As demand for water, food, energy, and minerals grows, resources will thin out, driving soaring prices. Resource scarcity is a major issue, with companies facing increasing pressure to reduce their environmental impact and adopt more sustainable practices.
Europe remains at the forefront of climate action, with the US catching up. The Inflation Reduction Act, a historic milestone in US climate policy, pledges close to $400 billion over the next 10 years to drastically cut carbon footprints. By 2025, numerous countries aim to phase out single-use plastics, while supply chains worldwide are preparing to reduce carbon emissions in pursuit of the Net Zero targets. Government pressure to eliminate plastic waste is driving companies to rethink their packaging and reduce their dependence on single-use plastics.
From forest fires to floods, climate change is expected to make future disruptions of the global supply chains more common. Gartner predicts that by 2026, climate change impacts will cause three times as many supply chain disruptions because of labor shortages, compared with today. This poses major threats to the resiliency of supply chains and at a high cost to manufacturers. Inefficient supply chains will cost companies a staggering $800 billion in potential growth by 2027.
Data privacy and accessibility are becoming increasingly important, with consumers demanding greater control over their personal data. Navigating data privacy while ensuring accessibility is a thrilling tightrope walk in the digital age. The decline of cookies is in full swing. Meanwhile, platforms like TikTok, Facebook, and other advertisement-driven entities face growing scrutiny regarding their data usage practices, reshaping the way ads are tailored and served.
Technologies such as artificial intelligence, supply chain automation, and digital commerce are driving the digital transformation of CPG and reinventing the consumer experience.
This is an exciting era for the CPG sector. With ample VC backing and technology paving the way for unparalleled innovations, brands are able to create, disrupt, and redefine consumer experiences. In the near future, we can expect to see continued growth in these technologies, as well as the emergence of new ones.
Excited about market changes? We sure are - pioneering technologies, demographic shifts, and an ever-evolving consumer landscape are offering endless opportunities for innovation.
Whether you're a brand eager to seize these newfound opportunities or an innovator with a disruptive vision, we're here to partner with you!