NielsenIQ：2023成功的CPG品牌的5个关键要点（英文版）（23页）.pdf

1、 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.5 Key Habits of Successful CPG Brands 2023 Nielsen Consumer LLC.All Rights Reserved.Table of ContentsIntroduction3Habit#1:Understanding Consumers 5Habit#2:Staying Agile 8Habit#3:Innovating Often12Habit#4:Bui

2、lding a Brand15Habit#5:Relying on Data18Conclusion22How to Leverage These Habits20 2023 Nielsen Consumer LLC.All Rights Reserved.3IntroductionSources:NIQ Total U.S.xAOC 4 weekly periods ending Weeks Period Ending February 25,2023;NIQ Report From Blind Spots to BreakthroughsSuccessful CPG brands are

3、overcoming a range of challenges in the marketplace2023 has been a chaotic year with brands and consumers facing the pressures of inflation.This is driving up the cost of raw materials,transportation,and other inputs making it difficult for CPG brands to maintain their profit margins.Many CPG brands

4、 are passing on inflation costs to consumers by raising prices or reducing product sizes.CPG unit prices jumped 11%in the past year,adding an additional$760 to the average household grocery bill.However,brands need to be careful not to alienate consumers by raising prices too high or reducing produc

5、t sizes too much.Some of the key topics well cover in this eBook are:Shifting consumer behaviorsThe importance of agilityCPG product innovationBuilding brand equityThe value of data90%of households say they are actively trying to spend less on their grocery bill.Consumers are also increasingly deman

6、ding high-quality,sustainable,and affordable products.CPG brands need to meet these expectations in order to stay competitive.Finally,the shift to omnichannel shopping has change the dynamic between brands and their consumers.Within the US,86%of CPG dollar sales are represented by“omnichannel shoppe