Shelf or Obscurity: How In-Store Merchandising Defines the Fate of Your Brand in U.S. Retail

Getting your product into a retailer is a milestone—but keeping it there, growing your share of shelf, and accelerating sales velocity? That’s where the real game begins. In the U.S. retail landscape—especially in fragmented, competitive regions like the Northeast—the difference between a product that scales and one that disappears quietly often comes down to in-store execution.

Yet many brands still treat merchandising as an afterthought.

They focus heavily on sales, logistics, and marketing, assuming that once their product reaches the shelf, it will sell itself. The reality? Even a great product with strong marketing support can fail at retail if it’s not merchandised properly.

In this article, we’ll unpack:

  • Why merchandising matters more than ever in retail,
  • What strategies top-performing brands use to succeed in-store,
  • And how your brand can avoid becoming just another SKU that didn’t make it.

Why merchandising makes or breaks retail success

Let’s be clear: Retailers don’t sell your product—you do.

Their role is to provide the shelf. Yours is to ensure the product moves. And if it doesn’t, they will replace you.

Here’s what happens when merchandising is weak:

  • Your product is placed too low, too high, or behind a competitor.
  • Promotions go unnoticed or are executed incorrectly.
  • Stock levels drop, and no one notices until it’s too late.
  • Consumers walk past your product—because nothing calls their attention.

Without visibility and strategic placement, your product becomes invisible, regardless of its quality or marketing budget.

Now flip that: a product that is consistently restocked, faced properly, supported by signage or cross-merchandising, and has a strong in-store story—that product gets reordered.

In-store realities you can’t afford to ignore

Many international CPG brands are surprised by how operationally brutal U.S. retail is. Some of the key realities you must plan for:

1. Shelf resets are frequent

Chains reorganize aisles based on seasonality, category performance, or new buyer decisions. If you’re not there to advocate for your product, you risk being displaced overnight.

2. Category captains dominate space

In many categories, one or two large players influence planograms. You need field support to defend your space and fight for promotional or secondary placement.

3. Managers have autonomy

Even if your product is in the system, store-level execution varies wildly. Relationships matter. If no one is visiting the store, checking the shelf, and asking the right questions, you will lose ground.

What smart CPG brands do differently: Execution strategies that work

Here are the merchandising strategies we see working for brands that are scaling successfully:

1. Own your shelf presence

Your team—or your partner’s team—should be in stores regularly:

  • Checking that SKUs are properly stocked and faced.
  • Ensuring pricing labels and promotions are in place.
  • Speaking with store managers and solving issues in real time.

It’s not glamorous, but it’s essential.

2. Go beyond the shelf

Endcaps, shippers, clip strips, refrigerated bunker spots—these secondary placements drive trial and visibility.

Even small placements in high-traffic areas can outperform a poorly placed shelf spot. Smart brands negotiate and earn these spaces through retail support and activation planning.

3. Sync field teams with marketing

It’s not just about physical presence. The brands that win are the ones whose merchandising execution is aligned with:

  • Digital campaigns targeting the zip codes of their stores.
  • In-store promotions that match online messaging.
  • Launch calendars that prepare stores before the traffic hits.

This creates cohesion between what consumers see online and what they find in the store.

4. Capture data and respond fast

Field reps should report real-time data: OOS alerts, competitor placements, promo execution. This feedback allows you to:

  • Adjust your trade marketing quickly.
  • Target stores that are underperforming or at risk.
  • Spot expansion opportunities where sales velocity is high.

The difference between surviving and scaling

Plenty of brands get on shelves. Only some stay.

And even fewer scale, gaining new placements, increased facings, and stronger relationships with buyers. The difference isn’t luck. It’s execution.

Merchandising isn’t just logistics—it’s strategy. It’s what makes your marketing visible, your sales sustainable, and your investment worthwhile.

Conclusion: Retail is won in the field

If you’re aiming to scale in the U.S. retail market—especially in the competitive Northeast—your product can’t just sit on a shelf and hope for the best.

You need a strategy. You need people on the ground. And you need to treat in-store execution with the same seriousness as your pricing or product development.

At Group MCC, we help CPG brands not only get listed, but stay listed. Our consulting services guide you in designing a merchandising strategy that fits your stage, your budget, and your market. And when you’re ready, our in-field sales & merchandising teams ensure your product performs where it matters most: at the point of sale.

If you’re preparing to scale in the U.S. and want to make sure your product doesn’t end up in obscurity, talk to us. We can help you turn your shelf space into real sales.

Is Your Product Truly Competitive for the U.S. Northeast Market?

Breaking into the U.S. market is already a challenge—but succeeding in the Northeast corridor, one of the most dynamic and competitive regions in the country, requires more than just having a good product. It demands precision, preparation, and strategic adaptation.

Many international brands make the mistake of thinking that it’s enough to have a product that performs well in their home country. They assume that a distributor or wholesaler will take care of everything. In reality, those that thrive in the Northeast U.S. market are the ones who take a hard look at their competitiveness and adapt for this context.

This article will walk you through the critical questions your brand must answer before entering the region—and how failing to address them could cost you your opportunity.

1. Does your pricing model survive U.S. market realities?

Let’s start with a brutal truth: if your price doesn’t leave enough room for the full cost structure of the U.S. market, you’re not ready.

You need to calculate, with absolute clarity:

  • Freight and inland logistics
  • Duties and import-related costs
  • Wholesale and retail margins
  • Promotional spending
  • Broker and merchandising fees

We’ve seen brands price themselves out of the market before even landing on a shelf, simply because they underestimated these layers. In this region, retailers expect margins. Wholesalers won’t push a product that isn’t financially viable. If your margins only work in theory—or only in your country of origin—you’re starting off on the wrong foot.

2. Is your packaging built to win and comply?

In a place like the Northeast—where stores are densely packed with high-quality products—packaging must do two things simultaneously:

  1. Stand out on shelf
  2. Meet every U.S. regulatory requirement

A visually stunning product might still be a no-go if it lacks:

  • English-only or bilingual labeling
  • U.S. nutrition panel formats
  • FDA-compliant ingredient declarations
  • Allergen and handling disclosures

But even if your labeling is perfect, you still need a packaging strategy that reflects category norms and outpaces them. This means studying how your competitors present themselves in Whole Foods, ShopRite, Wegmans, or Key Food—and then going one step further.

📌 Design matters—but compliance is non-negotiable. If you skip this step, your product may never even make it past the wholesaler’s first meeting.

3. Are you pushing your retail hero, not just your best local seller?

One of the most common mistakes we see in consulting sessions is this:
Brands try to launch in the U.S. with the product that’s sold best in their home market—not the one that’s strategically built for retail success in the U.S.

A successful Northeast retail strategy often begins with one hero SKU that is:

  • Visually striking and instantly understandable
  • Tailored to local taste or trend preferences
  • Operationally simple (e.g. fewer logistics challenges)
  • Priced to move, with a high margin and high velocity

The idea is simple: prove performance with one product, then expand. Spreading your bets across a dozen SKUs might dilute your focus and stretch your operations thin in a region where velocity is everything.

🔎 Winning brands enter with a sharp, simplified value proposition—and scale once traction is proven.

4. Do you have real knowledge of your competitive set in retail?

Another blind spot: many brands don’t know who they’re really competing with in-store. They know their direct competitors in their home country, but not the ones on the same shelf in ShopRite or Whole Foods.

To succeed, you must:

  • Walk retail stores in the target region
  • Analyze how top-performing brands are priced, promoted, and merchandised
  • Understand how U.S. consumers navigate the category
  • Map out gaps and overlaps between your offer and what’s already available

Retail buyers will always ask:

“What makes this different from the four similar products I already carry?”

If you can’t answer that question with data and clarity, you’re not yet ready to pitch.

Conclusion: Pressure-test your competitiveness before you pitch

Entering the Northeast U.S. retail market is not a game of improvisation. It’s a game of preparation, precision, and positioning.

Before you talk to a wholesaler, before you show up at a trade show, and before you pitch your dream of being in Whole Foods—you need to be honest about whether your product is truly competitive for this region.

At Group MCC, we help CPG brands like yours pressure-test their readiness, optimize their retail strategy, and build the foundations for a successful U.S. launch. Through our consulting services, we guide you in adapting your pricing, packaging, portfolio, and competitive positioning to meet the real demands of this market.

If you’re serious about making it in the Northeast—and not just appearing briefly on a shelf—contact us to start building your market-ready strategy.

How Social Media Drives Retail Sales for CPG Brands

For consumer packaged goods (CPG) brands looking to succeed in the U.S. market, social media is more than just a branding tool—it’s a direct driver of retail demand. Many brands mistakenly view social media as a secondary priority, focusing solely on traditional retail strategies. However, in today’s competitive market, a strong digital presence can significantly impact retail velocity, wholesaler interest, and overall market penetration.

The key is understanding how social media can be leveraged to generate demand before a product even hits shelves, create urgency for retailers to stock it, and drive continuous in-store sell-through. In this article, we’ll break down the real impact of social media on retail sales and highlight case studies of CPG brands that have used digital strategies to secure and sustain retail success.

Why social media is a game-changer for CPG retail sales

1. Retailers and wholesalers want brands with built-in demand

One of the biggest challenges in getting a product placed in retail is convincing buyers that it will sell. Retailers and wholesalers take on a financial risk when they list a new product, and their primary concern is whether it will move off shelves quickly.

Brands that have strong social media engagement, digital hype, and a loyal online audience have a huge advantage when pitching to retail buyers.

🔹 Case study: How Olipop used social media to dominate grocery sales
Olipop, the prebiotic soda brand, didn’t just enter retail through traditional sales efforts. Instead, they:

  • Built massive digital hype on Instagram and TikTok before launching in grocery stores.
  • Created a social-first brand identity that made their product aspirational for health-conscious consumers.
  • Used influencer collaborations to generate viral demand, making retailers more eager to carry their product.

By the time Olipop secured placements in Whole Foods, Target, and Sprouts, there was already consumer demand in place—ensuring strong retail performance from day one.

Lesson for CPG brands:
✅ Retailers want products that already have a consumer following.
✅ If consumers are actively asking for a product in stores, retailers are more likely to stock it.
✅ Social media allows brands to generate demand BEFORE retail placement.

2. Social media accelerates product sell-through and retailer retention

Getting into retail is one thing. Staying on shelves is another. Many brands fail in retail because they don’t actively support their product’s performance, leading to poor sales velocity and eventual delisting.

A well-executed social media strategy ensures that:

  • Consumers are consistently reminded to look for the product in stores.
  • Retailers see strong movement and continue reordering.
  • New retail partners become interested in carrying the brand.

🔹 Case study: How Magic Spoon turned digital hype into retail sales
Magic Spoon started as a direct-to-consumer (DTC) cereal brand, but when they expanded into retail, they:

  • Ran geo-targeted digital campaigns around stores carrying their products.
  • Leveraged their online community to create demand at specific retailers.
  • Activated influencers to promote in-store purchases.

Because Magic Spoon’s audience was already familiar and engaged with the brand, their retail launch was an instant success. Stores saw high velocity, leading to rapid expansion across more locations.

Lesson for CPG brands:
✅ Retail success isn’t just about getting listed—it’s about driving continued sales.
✅ Brands that actively support their retail presence through social media outperform those that don’t.
✅ Digital and in-store strategies must work together to maximize sell-through.

3. Social media creates direct consumer engagement that boosts retail sales

One of the biggest advantages of social media is that it allows brands to interact directly with consumers, something that traditional retail marketing cannot do as effectively.

Consumers today trust recommendations from peers and influencers more than traditional ads, meaning that user-generated content (UGC), influencer partnerships, and direct engagement drive purchase decisions.

🔹 Case study: How Mid-Day Squares built retail demand through personal storytelling
Mid-Day Squares, a protein snack brand, didn’t rely on traditional advertising to grow in retail. Instead, they:

  • Turned their social media into a reality show, sharing raw, behind-the-scenes moments of their brand journey.
  • Built an engaged community that felt emotionally invested in their success.
  • Encouraged their audience to request their product in stores and post about their purchases.

This led to higher in-store engagement, retailer demand, and viral consumer advocacy, propelling them into national retailers like Whole Foods and Sprouts.

Lesson for CPG brands:
✅ Consumers want to connect with brands on a personal level.
✅ Storytelling on social media makes consumers more likely to choose your product in-store.
✅ Encouraging user-generated content builds credibility and increases sales.

How CPG brands can maximize social media to drive retail success

1. Use geo-targeted campaigns to push retail traffic

Once a product is available in retail, brands should run geo-targeted digital ads that:

  • Alert local consumers that the product is available nearby.
  • Provide limited-time incentives (coupons, discounts) to drive trial.
  • Encourage foot traffic to specific retailers.

🔹 Example: How Chobani launched new flavors with geo-targeting
When Chobani introduced new Greek yogurt flavors, they:

  • Ran Instagram and Facebook ads targeting consumers near specific grocery stores.
  • Integrated a “Find Us in Stores” feature to drive local discovery.
  • Tracked retail performance based on digital ad engagement.

This approach ensured high trial rates and strong retailer demand for new product SKUs.

2. Activate influencers to drive in-store purchases

Influencer marketing isn’t just for online sales. Strategic partnerships can directly impact retail sell-through by:

  • Driving awareness for new retail placements.
  • Encouraging fans to try the product in-store.
  • Providing credibility and social proof.

🔹 Example: How Poppi turned influencer hype into retail success
Poppi, a prebiotic soda brand, leveraged TikTok influencers to drive mass awareness before expanding into retail. Their strategy:

  • Partnered with micro-influencers to create authentic product reviews.
  • Ran “store check” challenges, encouraging users to post photos when they found Poppi in retail.
  • Used influencer discount codes to track in-store impact.

This helped Poppi quickly expand its retail footprint and maintain strong sell-through.

3. Encourage user-generated content (UGC) to boost organic sales

Consumers trust real people over brands. Encouraging UGC:
✅ Creates free, authentic brand advocacy.
✅ Provides retailers with proof of demand.
✅ Increases consumer confidence and trial.

🔹 Example: How Halo Top used UGC to dominate the ice cream aisle
Halo Top built its brand through social sharing, encouraging consumers to post about their low-calorie ice cream flavors. They:

  • Created viral challenges (“Post your Halo Top flavor of the week”).
  • Rewarded fans who shared their in-store purchases.
  • Integrated UGC into their official social content.

This organic approach boosted trial, in-store purchases, and long-term loyalty.

Conclusion: Why social media is essential for retail success

Social media is no longer just a branding tool—it’s a critical driver of retail demand.

✅ Retailers prefer brands with built-in consumer engagement.
✅ A strong digital presence accelerates in-store sell-through.
✅ Direct consumer interaction increases purchase intent and loyalty.

At Group MCC, we help CPG brands build strategies that align digital and retail efforts, ensuring that once your product is on shelves, it stays there.

If your brand is ready to scale and needs expert guidance on retail execution, contact us today to learn how we can help you win in the U.S. market.

Creating a Compelling Value Proposition: How to Differentiate Your Product in a Crowded Market

For consumer packaged goods (CPG) brands looking to break into the U.S. market, having a great product is not enough. The competition is relentless, and retailers, wholesalers, and consumers are constantly bombarded with new product options. If your brand doesn’t communicate its unique value effectively, it will struggle to gain traction and sustain sales.

A compelling value proposition is the key to standing out. It’s not just a tagline or a list of product features—it’s the core reason why a retailer should stock your product, why a wholesaler should prioritize it, and why a consumer should choose it over competitors.

Most brands fail not because their product isn’t good, but because they fail to articulate why it matters in a way that resonates with the right audience.

This article will break down how to craft a value proposition that commands attention, earns retail placement, and drives consumer demand.

Why a strong value proposition determines market success

Before we get into the how, let’s address why an effective value proposition is essential in the U.S. CPG market.

1. Retail buyers and wholesalers make quick decisions

Retailers don’t have time to analyze every new brand in depth. Buyers skim through product pitches, evaluate shelf performance, and make decisions based on immediate perceived value. If your value proposition doesn’t instantly communicate why your product deserves space, you won’t get a second chance.

🔹 Example: How OLIPOP positioned itself to disrupt the soda category
OLIPOP, a prebiotic soda brand, didn’t just sell “healthy soda.” They positioned themselves as “A new kind of soda that supports digestive health”, instantly differentiating from both traditional soft drinks and other wellness beverages.

This clear value proposition:
✅ Connected with a pain point (digestive health support).
✅ Provided a new solution (soda that’s actually good for you).
✅ Made it easy for retailers to justify adding it to their shelves.

Today, OLIPOP is available in thousands of U.S. stores, proving that the right positioning can drive category disruption.

2. Consumers make purchase decisions in seconds

Even if your product makes it to shelves, it’s competing against dozens of similar options. In retail, consumers decide what to buy in a matter of seconds.

If your packaging and messaging don’t instantly convey:

  • What problem your product solves
  • Why it’s different from the alternatives
  • Why they should trust your brand

Then you’ll lose the sale.

🔹 Example: How RXBAR’s direct messaging increased sales
RXBAR, a protein bar brand, disrupted the category by placing its ingredients directly on the front of its packaging (e.g., “3 Egg Whites. 6 Almonds. 2 Dates. No B.S.”).

This worked because:
✅ It was radically transparent, building immediate consumer trust.
✅ It differentiated from artificial, processed competitors.
✅ It aligned with health-conscious consumers who value simplicity.

The result? Massive sales growth and acquisition by Kellogg’s for $600 million.

How to craft a compelling value proposition that wins in retail

1. Focus on solving a specific consumer pain point

Many brands fall into the trap of making vague claims (“better for you,” “natural,” “high quality”). These generic messages don’t create urgency or differentiate from competitors.

Instead, you need to deeply understand your ideal customer’s biggest frustrations and position your product as the best solution.

✅ Wrong approach: “Our product is made with high-quality ingredients.”
✅ Right approach: “The only snack bar designed to keep blood sugar stable for 4+ hours.”

Consumers are drawn to specific outcomes, not broad claims.

🔹 Example: How Liquid Death made water exciting
Selling bottled water should be boring, right? Not for Liquid Death. Instead of competing on purity or sustainability alone, they positioned themselves as “Murder your thirst”—turning hydration into an edgy, rebellious lifestyle brand.

This clear and bold positioning:
✅ Immediately grabbed attention in a dull category.
✅ Appealed to a young, rebellious audience.
✅ Drove viral marketing and rapid retail expansion.

Liquid Death went from zero to a $700M valuation in just a few years.

2. Differentiate with a category-defining statement

If your value proposition sounds like every other competitor, you won’t stand out. Winning brands don’t compete—they redefine the category in their own terms.

✅ Wrong approach: “A delicious, better-for-you cereal.”
✅ Right approach: “The high-protein cereal that tastes like your childhood favorites—without the sugar.”

🔹 Example: How Magic Spoon redefined the cereal category
Magic Spoon didn’t just position itself as a healthier cereal. They created a category-defining statement: “The high-protein, low-carb cereal for grown-ups who miss the classics.”

This made their value proposition instantly compelling because it:
✅ Created nostalgia while solving a real need (low-carb diets).
✅ Positioned them as an alternative to both sugary cereals and bland health foods.
✅ Made it clear WHO the product was for (adults who want childhood flavors without the guilt).

3. Align your value proposition with retail & wholesale buyers’ expectations

If your messaging is only consumer-focused, but doesn’t address why retailers and wholesalers should care, you’ll struggle to get placement.

Retailers don’t just want products that “sound good”—they want products that sell well and fit their category needs.

A strong value proposition for wholesalers and retailers should answer:

  1. What gap does your product fill in the market?
  2. What data or proof do you have that it will sell well?
  3. How will your brand support retail sales (marketing, promotions, merchandising)?

🔹 Example: How Beyond Meat convinced retailers to invest in plant-based meat
Beyond Meat didn’t just market to consumers—they positioned themselves to retailers as:
✅ A high-growth category opportunity (plant-based meat demand was rising).
✅ A profitable alternative to traditional meat (better margins for grocers).
✅ A brand committed to in-store promotions and marketing support.

This retailer-aligned strategy helped Beyond Meat secure national retail distribution faster than most food startups.

Conclusion: Crafting a value proposition that drives real results

If you want your CPG brand to break into the U.S. market and sustain growth, your value proposition must be:
✅ Deeply connected to a specific consumer pain point.
✅ Radically different from competitors in the category.
✅ Aligned with what wholesalers and retailers care about.

Most brands fail not because their product isn’t great, but because they fail to communicate why it deserves shelf space and consumer attention.

At Group MCC, we specialize in helping CPG brands craft market-ready value propositions that resonate with buyers and consumers. Through strategic consulting, we ensure your brand is fully prepared to enter and scale in the U.S. market.

If you’re looking to refine your positioning and maximize your retail success, contact us today to explore how we can help.

Why Just Getting Your Product on the Shelf Isn’t Enough: The Key to Succeeding in the U.S. Retail Market

Many international brands looking to enter the U.S. market assume that the hardest part is getting a distributor or wholesaler to list their product. They believe that once their product reaches the shelves, sales will follow naturally. This assumption is one of the biggest reasons why brands fail.

The truth is that getting listed is only step one. The real challenge is keeping your product on the shelf—which requires an active sales and merchandising strategy to ensure consistent movement.

In highly fragmented retail markets like the tri-state area (New York, New Jersey, Connecticut) and the broader East Coast, where Group MCC operates, competition is ruthless. Without a dedicated effort to generate demand, secure in-store visibility, and build retailer relationships, products disappear from shelves as quickly as they arrive.

This article explains why just securing a distributor isn’t enough and what brands must do to drive product rotation, maintain retail placement, and scale successfully.

The myth of “just getting listed”

Many brands believe that once they have a wholesaler or distributor, their job is done. They assume:

  • Retailers will automatically reorder because the product is available.
  • Consumers will discover the product on their own and buy it.
  • Distributors will actively push their product to stores.

This couldn’t be further from reality. In competitive markets like New York and New Jersey, where hundreds of similar products compete for limited shelf space, brands that don’t invest in visibility and sales execution simply don’t survive.

Here’s what actually happens:

  1. A wholesaler lists your product and delivers it to stores.
  2. If the product doesn’t sell quickly, store managers stop reordering it.
  3. The wholesaler sees there’s no demand and removes the product from their catalog.
  4. Your product loses shelf space, and you’re back to square one.

Retailers and wholesalers don’t have time to push your product—it’s your responsibility to drive sell-through and prove your brand deserves its place on the shelf.

The reality of fragmented retail markets

Unlike in some countries where distribution is centralized, the U.S. grocery retail market—especially in the East Coast region where MCC operates—is extremely fragmented.

Even though many retailers purchase through wholesalers, they are still independent businesses with unique preferences and buying behaviors. Here’s what this means:

  • Many regional supermarket chains operate independently, even if they use the same wholesaler.
  • Each store manager has control over product visibility, placement, and promotional decisions.
  • If your product isn’t actively sold in stores, retailers won’t reorder, and your wholesaler will drop you.

In this type of market, having a strong in-store presence and field execution strategy is essential to driving product movement and maintaining shelf space.

Why in-store execution is critical for success

If you want to ensure long-term success in the U.S. retail market, your brand needs a dedicated strategy for in-store sales and merchandising. This includes:

1. Strategic in-store visibility and merchandising

The way a product is displayed directly impacts its sales performance. Products that are:
✅ Well-stocked and faced correctly sell faster than those left disorganized.
✅ Placed at eye level or on promotional displays get more consumer attention.
✅ Accompanied by in-store promotions have higher conversion rates.

Without a dedicated merchandising team ensuring that your product is visible, correctly priced, and well-positioned, you risk being overshadowed by competitors.

Example: How Red Bull dominated retail execution
Red Bull didn’t just rely on distribution to succeed in the U.S.—they built a dedicated sales and merchandising team that:

  • Visited stores weekly to ensure stock levels and optimal placement.
  • Built relationships with store managers to secure endcap displays.
  • Executed in-store promotions that boosted trial and repeat purchases.

This hands-on approach is why Red Bull remains a leader in the energy drink category despite intense competition.

2. Sales representatives to build retailer relationships

Even if a store stocks your product, you still need to convince store managers that your product is worth keeping. This requires:

  • Regular visits from sales reps to maintain relationships.
  • Educating store teams on the product’s benefits.
  • Negotiating secondary placements and in-store promotions to boost visibility.

Without a sales rep actively pushing your product in stores, you have little control over its success.

Example: How KIND Snacks scaled through retail relationships
KIND didn’t just rely on distributors—they built a team of brand ambassadors who:

  • Visited retailers weekly to educate staff on the product.
  • Offered samples to store employees, ensuring they personally recommended the product to customers.
  • Secured premium shelf space and point-of-sale placements through relationship-building.

As a result, KIND grew from a niche brand to a nationwide category leader.

3. Consumer activation and in-store demos

Consumers won’t buy a product they don’t recognize. To drive trial and demand, brands need:
✅ Sampling and in-store demos to introduce the product to new buyers.
✅ Geo-targeted digital ads to drive foot traffic to retail locations.
✅ Influencer collaborations to create credibility and excitement.

Example: How Beyond Meat used sampling to win retail
Beyond Meat invested heavily in in-store demos and sampling at Whole Foods and other grocery stores. Their strategy:

  • Targeted health-conscious shoppers with on-site taste tests.
  • Trained in-store reps to educate consumers on the benefits of plant-based protein.
  • Used social media and influencers to drive customers to specific retailers.

This combination of in-store and online engagement led to explosive growth and category leadership.

Conclusion: Why in-store execution is non-negotiable

Many brands fail in the U.S. market because they assume that getting listed in a wholesaler is enough. The reality is that without a structured in-store strategy, products get lost, forgotten, and ultimately delisted.

Success in fragmented retail markets requires:
✅ Strategic merchandising to ensure visibility and optimal shelf positioning.
✅ A dedicated sales team to maintain relationships and drive reorders.
✅ Consumer activation strategies to generate demand and accelerate sell-through.

At Group MCC, we specialize in helping brands not only enter the U.S. market but also thrive in retail. Our sales and merchandising teams actively work in the field, ensuring that your product is:

  • Properly displayed and well-stocked in stores.
  • Supported by sales reps who build retailer relationships.
  • Backed by a retail strategy designed to drive sell-through and long-term success.

If your brand is ready to scale in the U.S. and needs expert support to secure and maintain retail success, contact us today to explore how we can help you dominate in the market.

Creating a strong content strategy for CPG brands

Entering the U.S. market as a CPG brand—especially in food and perishable goods—is a challenge that goes beyond product quality. You’re not just selling a product; you’re selling trust, visibility, and retail viability. In such a highly competitive landscape, where shelf space is limited and buyer attention is scarce, content is one of the most powerful tools to differentiate your brand, secure distribution, and drive sales.

However, most brands fail to use content strategically. They either focus on basic brand awareness (which doesn’t translate to sales) or produce content that doesn’t address the real pain points of wholesalers, retailers, and consumers.

This guide will walk you through how to create a CPG-focused content strategy that helps you:

  • Gain traction with wholesalers and retailers so they take your brand seriously.
  • Educate and engage consumers to generate demand before your product even hits shelves.
  • Drive long-term sales by positioning your brand as a trusted industry player.

Why content is essential for CPG brands entering the U.S. market

1. Content builds credibility with wholesalers and buyers

One of the biggest mistakes international CPG brands make is assuming that wholesalers and retailers will be interested in their product simply because it sells well elsewhere. The reality is that buyers take on a significant financial risk when they add a new brand to their catalog.

To earn their trust, you need to prove that:

  • There is demand for your product in the U.S. market.
  • You understand the competitive landscape and have a strategy for success.
  • Your brand is positioned correctly for retailers to make a profit.

🔹 Case study: How Oatly used content to break into U.S. retail
Oatly, a Swedish oat milk brand, didn’t just launch in the U.S. with ads—they built an entire educational content strategy. Instead of focusing on just “why oat milk is great,” they:

  • Created in-depth content explaining oat milk’s advantages over dairy and almond milk (targeting health-conscious and sustainability-driven consumers).
  • Used social proof and testimonials from baristas and chefs to create demand before launching in stores.
  • Developed retail-focused sales materials to educate grocery buyers on why Oatly deserved shelf space.

This education-first content approach helped Oatly secure distribution across major retailers and establish itself as a category leader.

2. Content helps CPG brands control their narrative

Retailers are not responsible for marketing your product. If a consumer doesn’t know your brand before seeing it on a shelf, there’s a low chance they’ll pick it up over a competitor they recognize.

🔹 What smart CPG brands do differently:

  • Generate demand BEFORE launching in retail through social media, PR, and digital campaigns.
  • Create content that tells a compelling brand story, rather than just relying on packaging.
  • Educate consumers on how to use their product in ways that increase purchase frequency.

🔹 Case study: Chobani’s category disruption with storytelling
Chobani wasn’t the first Greek yogurt brand in the U.S., but it became the dominant market player by crafting a compelling brand narrative. Instead of just marketing its yogurt, Chobani’s content focused on:

  • The artisanal process behind its yogurt production.
  • How Greek yogurt fit into a healthier lifestyle (educating consumers and increasing daily consumption).
  • Behind-the-scenes founder storytelling, making the brand more relatable.

By taking control of its brand positioning through content, Chobani convinced both retailers and consumers that it was the superior choice in the Greek yogurt category.

How to create a content strategy that drives retail success

1. Focus on retailer and wholesaler education content

Most CPG brands only focus on consumer-facing content, but to get into retailers, you need B2B-focused content as well.

What this looks like in action:

  • Case studies & sales sheets for wholesalers → showing how your brand has driven strong sales in similar markets.
  • Retailer pitch videos → giving a high-quality overview of your product and retail performance.
  • Educational reports on category trends → positioning your brand as an expert, making it easier for buyers to trust you.

🔹 Example: Impossible Foods’ retail growth strategy
Before Impossible Foods launched into national grocery chains, they:

  • Created retailer-facing content demonstrating consumer demand through social proof.
  • Developed data-backed reports on the rise of plant-based eating to educate buyers.
  • Launched a dedicated retailer resource hub with content tailored to supermarket chains.

This approach made it easier for retailers to justify adding Impossible Foods to their shelves, accelerating distribution across the U.S.

2. Create demand-driving consumer content BEFORE retail launch

Your biggest advantage when entering a competitive market is building a consumer base that actively seeks out your product. To do this, brands should:

  • Leverage social media and influencers to generate organic buzz.
  • Run educational content campaigns around your product’s benefits.
  • Use geo-targeted ads to create demand near your retail locations.

🔹 Case study: Magic Spoon’s direct-to-retail strategy
Magic Spoon, a high-protein cereal brand, started as a DTC-first company. Before launching in retailers, they:

  • Built a cult-like following online through content-driven branding.
  • Used data from their DTC sales to prove to retailers there was demand.
  • Created hype-driven launch campaigns to ensure their product flew off shelves upon arrival.

This strategy ensured strong sales velocity, making retailers WANT to carry the brand long-term.

Conclusion: turning content into a growth engine for CPG success

A CPG brand’s success in the U.S. market depends as much on content strategy as it does on product quality. The right content:

  • Builds trust with wholesalers and retailers.
  • Creates consumer demand before retail placement.
  • Shortens the sales cycle by providing the right educational materials.

However, even with a strong content-driven strategy, getting your product into retail and securing long-term success requires the right industry connections, execution, and in-store presence.

At Group MCC, we specialize in helping CPG brands break into the U.S. market through strategic broker services, wholesaler access, and retail execution. Our expertise ensures your brand not only secures distribution but also maintains strong in-store performance through sales & merchandising support.

If your brand is ready to scale in the U.S. and needs the right connections and execution strategy, contact us today to explore how we can help you establish and grow your retail presence.

How Working with a CPG Broker Works

For consumer packaged goods (CPG) brands looking to enter and scale in the U.S. market, navigating retail, distribution, and sales execution is one of the biggest challenges. Many brands struggle with securing retail placement, managing wholesaler relationships, and ensuring consistent sales performance in stores. This is where working with a CPG broker becomes essential.

A broker is not just a middleman; they are a strategic partner who helps brands position, distribute, and sell their products effectively. In this guide, we’ll break down how working with a CPG broker works, what to expect, and how to maximize this relationship for business growth.

What does a CPG broker do?

A CPG broker acts as a representative for your brand, working to secure product placement and manage relationships with retailers and wholesalers. Unlike distributors, who physically move products, brokers facilitate deals, negotiate contracts, and ensure that products get into the right stores and stay there.

The core responsibilities of a broker include:

  • Retail buyer negotiations: brokers leverage their industry relationships to secure meetings with key decision-makers at major retailers and wholesalers.
  • Product codification: they help brands get approved and listed with wholesalers, enabling distribution to multiple retail chains.
  • Sales execution: brokers ensure products are properly stocked, priced, and promoted within stores.
  • Market strategy: they provide insights into consumer trends, pricing strategies, and competitive positioning.
  • Trade marketing and promotions: brokers assist in coordinating in-store promotions, merchandising, and demos to boost sales performance.

In short, a broker is your brand’s advocate within the retail and wholesale ecosystem.

Why do CPG brands need a broker?

1. Access to wholesalers and retail chains

One of the biggest hurdles for emerging brands is getting in front of the right buyers. Most large retailers don’t deal directly with brands; they purchase products through wholesalers who act as centralized buying entities.

Without a broker, securing these meetings and getting a product listed is extremely difficult. Brokers have established relationships with wholesalers and can fast-track the process of product placement.

2. Expertise in pricing and retail negotiations

Many brands fail in retail because they don’t fully understand the financial structures of the industry. Brokers:

  • Help brands calculate realistic pricing models that work across wholesalers, distributors, and retailers.
  • Negotiate slotting fees, promotional costs, and margin expectations with buyers.
  • Ensure brands don’t overcommit on promotions that could hurt profitability.

3. In-store sales execution and merchandising

Getting on shelves is only half the battle. If a product doesn’t perform, retailers quickly remove it to make room for higher-selling items. This is why brokers often coordinate sales and merchandising teams to:

  • Monitor stock levels and prevent out-of-stock issues.
  • Ensure correct pricing and display compliance.
  • Run in-store activations to boost product visibility and sales.

Without ongoing support, many brands lose their shelf space within months due to lack of execution.

4. Market insights and competitive positioning

Brokers have deep knowledge of the industry and can provide:

  • Category insights: understanding where a brand fits within its competitive landscape.
  • Consumer trends: identifying what’s driving purchasing decisions and how to capitalize on it.
  • Retailer expectations: aligning brand strategies with what retailers look for in new products.

This level of insight reduces costly mistakes and helps brands make informed decisions.

How does the process of working with a broker work?

Step 1: Initial evaluation and market fit

Before taking on a brand, most brokers evaluate product-market fit to determine:

  • Is the product retail-ready? (packaging, compliance, and certifications)
  • Does it have strong differentiation? (what makes it stand out?)
  • Is pricing structured for wholesale distribution?

If the product meets these criteria, the broker creates a tailored go-to-market strategy for the brand.

Step 2: Retail and wholesaler outreach

Once the broker defines the strategy, they pitch the brand to wholesalers and key retailers. This involves:

  • Securing meetings with category buyers at major chains.
  • Negotiating listing agreements with wholesalers to ensure broad distribution.
  • Aligning on pricing, promotions, and trade marketing budgets.

Step 3: Execution and retail launch

After securing placement, the broker ensures that products are set up for success by:

  • Managing sales reps and merchandisers to drive in-store performance.
  • Running promotions and marketing initiatives to generate demand.
  • Tracking sell-through rates and inventory levels to prevent stockouts.

Step 4: Long-term growth and expansion

A broker’s job doesn’t end after launch. They help brands expand their retail footprint, optimize pricing strategies, and pivot based on performance data. Successful brands use brokers not just for market entry but for sustained growth.

How to choose the right broker for your brand

Not all brokers are the same. When selecting a broker, brands should consider:

1. Experience and industry specialization

Look for brokers with a track record in your specific category (e.g., organic foods, frozen goods, beverages). Experience within the right retail channels dramatically improves success rates.

2. Retail and wholesaler relationships

A broker’s network is their biggest asset. Ask about:

  • Which retailers and wholesalers they have strong relationships with.
  • Their success rate in getting brands into those retailers.
  • How frequently they engage with buyers.

3. Support beyond placement

Placement alone is not enough—a good broker should offer:

  • Merchandising support to ensure ongoing success.
  • Insights and analytics to refine strategies.
  • Promotional coordination to drive consumer awareness.

4. Contract structure and transparency

Brokers typically work on retainer fees and/or commission-based structures. Before signing, clarify:

  • What services are included in their retainer.
  • How commissions are calculated on wholesale deals.
  • Expected timelines for securing placements.

A transparent and structured agreement ensures alignment between both parties.

Conclusion: Is working with a CPG broker worth it?

For emerging brands, working with a CPG broker is one of the most effective ways to navigate the U.S. market. While some brands attempt to go direct, the complexity of retail, wholesaler relationships, and competitive pressures make it nearly impossible to scale without experienced guidance.

A broker opens doors, accelerates distribution, and provides ongoing support—but success depends on choosing the right partner and being strategic about execution.

At Group MCC, we specialize in helping CPG brands secure retail placements, optimize in-store performance, and scale effectively. If you’re looking to break into the U.S. market and need expert guidance, contact us today to explore how we can support your brand’s growth.

Why Partnering with a Broker is Essential to Succeeding in the Competitive CPG Retail Market in the United States

For consumer packaged goods (CPG) brands, particularly in the food and perishable sectors, breaking into the U.S. market—especially in highly competitive regions like the tri-state area of New York, New Jersey, and Connecticut—is both an exciting opportunity and a monumental challenge. The sheer scale of the market, combined with aggressive competition and complex distribution networks, requires strategic partnerships to navigate effectively.

One such partnership that can be a game-changer for CPG brands is working with a broker. Brokers bring industry expertise, established relationships, and operational know-how, offering brands the support they need to position, promote, and sell their products successfully. This article delves into the reasons why hiring a broker is not just beneficial but essential for brands aiming to scale their operations in such a high-stakes environment.

The critical role of brokers in the CPG landscape

Brokers act as intermediaries between brands and retailers, leveraging their deep industry connections and insights to facilitate market entry, product placement, and sustained success. They don’t just sell your products; they become an extension of your business, aligning with your goals and working tirelessly to ensure your product’s success. Here’s why brokers are indispensable:

1. Access to key decision-makers

One of the most significant hurdles for CPG brands is gaining access to the right buyers. Wholesalers, who control centralized purchasing for major supermarket chains, are the gatekeepers to broader market penetration. Without an existing relationship, it can be incredibly challenging to even get a meeting, let alone secure product placement.

A broker’s established network of contacts opens doors that would otherwise remain closed. They already have trusted relationships with wholesalers, buyers, and retail chains, making it far easier to codify your product in these systems and ensure placement in key stores across the region.

2. Immediate market penetration at scale

Once your product is codified with wholesalers, you gain access to a wide network of stores, providing immediate market penetration. This process, which could take years to achieve independently, is expedited through a broker’s expertise and connections. By centralizing the purchasing process with wholesalers, brokers can help you scale faster and more efficiently.

For example, instead of approaching individual stores or small chains one by one, a broker can secure agreements with wholesalers that distribute to hundreds of locations, instantly giving your product a presence across the market.

3. Local expertise in a hyper-competitive environment

The tri-state area, like much of the U.S. market, is fiercely competitive. Retail shelf space is limited, and new products are constantly vying for attention. Even established brands can lose their placement if they fail to maintain performance or visibility. In such a high-pressure environment, having a broker with local market expertise is invaluable.

Brokers understand the nuances of the region, from consumer preferences to retailer expectations. They can guide you in tailoring your approach to fit the unique demands of the market, whether that means adjusting packaging, pricing, or promotional strategies.

4. On-the-ground support for merchandising and execution

In the CPG world, getting your product on the shelf is only half the battle. The other half is ensuring it stays there. Without active merchandising and sales support, even the most promising products can be overlooked or, worse, replaced by competitors.

Brokers often provide or coordinate field teams that handle in-store merchandising, promotions, and stock replenishment. These teams ensure that your product is visible, well-stocked, and correctly positioned to drive sales. Their consistent presence also helps maintain relationships with store managers and address issues as they arise, preventing disruptions that could harm your brand’s performance.

5. Focused expertise to manage complexity

Navigating the intricacies of the U.S. retail landscape is no small task. From understanding buyer cycles and negotiating terms to managing logistics and compliance, the process is complex and time-consuming. A broker acts as a single point of contact to manage these complexities on your behalf, freeing you to focus on other aspects of your business, such as product innovation and marketing.

6. Cost efficiency and strategic alignment

While hiring a broker involves an upfront investment, it can save your business significant costs in the long run. Building an internal sales team, establishing direct connections with wholesalers, and navigating the complexities of a competitive market independently require time, money, and resources. A broker, on the other hand, offers a more streamlined solution, leveraging existing relationships and infrastructure to deliver faster results at a fraction of the cost.

Additionally, brokers align their efforts with your strategic goals. Their success depends on your success, so they are motivated to prioritize your brand, secure optimal placements, and maximize your market performance. This alignment creates a win-win scenario where both parties are fully invested in achieving the desired outcomes.

7. Support for long-term sustainability

Breaking into the market is only the beginning. Sustaining growth and ensuring your product remains relevant require ongoing effort. A broker’s role doesn’t end once your product is on the shelf—they provide continuous support to help your brand thrive. This includes:

  • Monitoring performance: Brokers track sales data, inventory levels, and market trends to identify opportunities for improvement or expansion.
  • Adapting strategies: Based on performance insights, brokers can adjust promotional tactics, pricing strategies, or distribution plans to maintain momentum.
  • Expanding distribution: Once your product proves successful in one region, brokers can help scale it to other markets, replicating the model that worked in the initial rollout.

8. Competitive advantage in the perishable goods sector

Expanding into the perishable goods category adds another layer of complexity. Fresh products come with unique challenges, such as shorter shelf lives, stricter storage requirements, and more frequent deliveries. These factors demand precise coordination and real-time problem-solving to ensure products arrive fresh and in optimal condition.

Brokers experienced in the perishable goods sector offer the expertise and infrastructure needed to manage these challenges. From coordinating cold-chain logistics to ensuring compliance with health and safety regulations, they help mitigate risks and streamline operations, enabling your brand to compete effectively in this high-stakes category.

9. Building retailer relationships through credibility

Retailers are more likely to trust and work with products introduced by brokers they know and respect. Brokers have spent years building credibility within the industry, which they leverage to secure favorable terms and premium shelf space for their clients. By associating your brand with a trusted broker, you inherit a level of credibility that can be difficult to establish independently.

Case study: how a broker transformed a CPG brand’s regional growth

To illustrate the impact of working with a broker, consider the case of a mid-sized food brand looking to expand into the tri-state area. The brand initially struggled to gain traction, facing challenges such as:

  • Difficulty accessing key wholesalers and buyers.
  • Limited visibility on store shelves.
  • Ineffective merchandising that failed to drive sales.

After partnering with an experienced broker specializing in the tri-state market, the brand achieved significant milestones:

  • Rapid product placement: The broker secured agreements with two major wholesalers, ensuring the brand’s products were distributed to over 500 stores within six months.
  • Improved shelf presence: The broker’s field team implemented consistent merchandising, ensuring the products were prominently displayed and replenished regularly.
  • Sales growth: The combination of better visibility, active promotion, and strategic pricing led to a 30% increase in sales within the first year.

This case demonstrates the transformative power of a broker in overcoming market barriers and driving sustainable growth.

Key takeaways for brands considering a broker

  1. Faster market entry: Brokers streamline the process of entering competitive markets, reducing time-to-shelf and accelerating revenue generation.
  2. Established relationships: Their connections with wholesalers, buyers, and retailers open doors that are otherwise hard to access.
  3. Local expertise: Their knowledge of regional dynamics helps tailor your approach to meet market demands.
  4. Ongoing support: From merchandising to performance tracking, brokers ensure your product not only launches but thrives.
  5. Strategic growth: Brokers lay the groundwork for scaling your brand to new markets, ensuring long-term success.

Conclusion: why partnering with a broker is a strategic investment for CPG brands

Expanding into a competitive market like the tri-state area is no small feat, especially for CPG brands navigating complex distribution networks and fierce competition. Partnering with a broker is not just about gaining access to wholesalers or securing shelf space—it’s about leveraging expertise, relationships, and on-the-ground support to drive sustainable growth.

A trusted broker serves as an extension of your business, aligning with your goals and working tirelessly to ensure your product’s success. They simplify market entry, provide localized insights, and help manage the day-to-day challenges of merchandising and promotion. Whether you’re launching a new product or scaling an existing one, a broker’s role is invaluable in ensuring your brand thrives in today’s fast-paced and competitive retail environment.

At GroupMCC, we specialize in providing tailored brokerage and merchandising services for CPG brands in the food and perishable goods sectors. With deep industry knowledge and established relationships across all the east coast of USA, we’re here to help your brand break through the noise and achieve lasting success. Contact us today to learn how we can help position your product for growth in one of the most dynamic markets in the United States.

Leveraging consumer insights: how to use research to inform your marketing strategy

In today’s competitive market, understanding your consumers isn’t just an advantage—it’s a necessity. Consumer insights provide the foundation for successful marketing strategies by revealing what drives customer behavior, preferences, and decision-making. With the right research, brands can craft campaigns that resonate deeply with their audience, foster loyalty, and drive growth. Here’s how you can leverage consumer insights to inform and refine your marketing strategy.

The importance of consumer insights

  1. Understanding your audience

Effective marketing starts with knowing your audience. Consumer insights help you answer critical questions:

  • Who are your customers?
  • What do they care about?
  • How do they make purchasing decisions?

With these answers, you can tailor your messaging, products, and campaigns to align with their values and preferences.

  1. Personalizing your approach

Consumers increasingly expect personalized experiences. Insights enable you to create highly targeted campaigns, delivering the right message to the right audience at the right time. Personalization builds stronger connections and improves ROI.

  1. Staying ahead of trends

Markets evolve quickly. By leveraging consumer insights, you can identify emerging trends and adapt your strategies to stay relevant. Brands that anticipate shifts in consumer behavior gain a competitive edge.

How to gather and use consumer insights

  1. Collect data from multiple sources

The more comprehensive your data, the better your insights. Key data sources include:

  • Surveys and questionnaires: directly ask consumers about their preferences, habits, and opinions.
  • Social media analytics: monitor platforms like Instagram, Twitter, and TikTok for trends, brand mentions, and consumer sentiment.
  • Website behavior: tools like Google Analytics reveal how customers interact with your site, such as which pages they visit and how long they stay.
  • Point-of-sale data: analyze purchasing patterns and trends to understand which products resonate most with your audience.
  • Customer reviews and feedback: online reviews, comments, and surveys provide unfiltered consumer opinions.

By consolidating data from these sources, you can build a 360-degree view of your audience.

  1. Segment your audience

Not all consumers are the same, and segmentation allows you to group them based on shared characteristics, such as:

  • Demographics: age, gender, income level, etc.
  • Behavior: purchase frequency, brand loyalty, or preferred channels.
  • Psychographics: values, interests, and lifestyle.

With segmentation, you can create tailored campaigns that speak directly to each group’s unique needs.

  1. Analyze consumer behavior

Behavioral insights are among the most powerful tools for marketers. By analyzing patterns, you can predict future actions and make data-driven decisions. Focus on areas like:

  • Path to purchase: understand the journey consumers take before buying, from discovery to decision-making.
  • Triggers and barriers: identify what motivates consumers to buy and what might prevent them from completing a purchase.
  • Channel preferences: determine where your audience is most active—whether it’s social media, email, or in-store.
  1. Apply insights to your marketing strategy

Once you’ve gathered and analyzed your data, it’s time to put insights into action. Here’s how:

  • Craft relevant messaging: use insights to shape messages that resonate with your audience’s values and priorities. For example, highlight eco-friendliness for environmentally conscious consumers or emphasize convenience for busy, on-the-go shoppers.
  • Optimize timing and channels: insights help you determine when and where your audience is most receptive. For instance, younger audiences may respond best to TikTok campaigns, while professionals might engage with LinkedIn.
  • Innovate with product development: consumer insights can guide innovation by identifying unmet needs or desired features. For example, if consumers seek healthier snack options, you can introduce products that meet this demand.
  • Refine your offers: test promotions, discounts, or loyalty programs that align with what motivates your customers. For instance, data might reveal that free shipping is a stronger incentive than a percentage discount.

Real-world example: Netflix’s data-driven success

Netflix is a prime example of a company that uses consumer insights to inform its strategy. By analyzing viewing habits, preferences, and user feedback, Netflix:

  • Personalizes recommendations: its algorithm suggests shows and movies tailored to individual users, keeping them engaged and increasing watch time.
  • Develops original content: insights reveal what genres, actors, or themes resonate most with audiences, guiding the production of hits like Stranger Things or The Witcher.
  • Enhances user experience: feedback on features like “Skip Intro” or offline downloads reflects Netflix’s commitment to addressing customer needs.

Results

Netflix’s ability to leverage consumer insights has positioned it as a leader in the streaming industry, with high user satisfaction and retention rates.

Measuring the impact of consumer insights

To ensure your efforts are effective, track key performance indicators (KPIs) such as:

  • Customer acquisition cost (CAC): measure the cost of acquiring new customers and compare it against the lifetime value (LTV) of those customers.
  • Conversion rates: track how many leads turn into paying customers.
  • Engagement metrics: monitor click-through rates, time on site, and social media interactions.
  • Customer satisfaction scores (CSAT): use surveys to gauge how well your strategies meet consumer expectations.

Regularly reviewing these metrics allows you to refine your approach and maximize the impact of your insights.

Conclusion

Consumer insights are a powerful asset for creating marketing strategies that resonate, engage, and convert. By gathering data, segmenting your audience, and applying insights effectively, you can stay ahead of the competition and build stronger connections with your customers.

At GroupMCC, we specialize in helping brands harness the power of consumer insights to create impactful campaigns. Contact us today to learn how we can support your journey to success.

The Future of CPG: How to Stay Ahead of Emerging Trends and Technologies in 2025

As we close out 2024 and look ahead to 2025, the consumer packaged goods (CPG) industry stands at a pivotal moment. Rapid technological advancements, evolving consumer behaviors, and global challenges are reshaping the landscape. For brands looking to thrive, staying ahead of emerging trends and technologies is not optional—it’s essential. Here’s what to expect in 2025 and how your brand can stay ahead of the curve.

Key Trends Shaping the Future of CPG in 2025

1. Hyper-Personalization at Scale

Consumers in 2025 will expect brands to deliver highly personalized experiences tailored to their unique preferences and needs. Advances in AI and data analytics are enabling hyper-personalization at scale, allowing brands to:

  • Predict Consumer Preferences: AI-powered algorithms can analyze purchase history, browsing behavior, and even social media activity to anticipate consumer needs.
  • Offer Tailored Products: Customizable products, such as personalized skincare or meal plans, will become the norm rather than the exception.
  • Enhance Marketing Campaigns: Brands can use dynamic content to deliver personalized messaging and offers in real time.

2. Sustainability as a Core Value

Sustainability will continue to dominate consumer priorities in 2025. Eco-conscious consumers will demand transparency and accountability from brands, pushing companies to:

  • Adopt Circular Economies: Introduce reusable, refillable, or recyclable packaging to reduce waste.
  • Source Responsibly: Highlight ethically and sustainably sourced ingredients.
  • Measure and Report Impact: Share data on carbon footprints, water usage, and other environmental metrics to build trust and loyalty.

Brands that embed sustainability into their core values—not just their messaging—will earn consumer trust and loyalty.

3. AI-Driven Supply Chain Optimization

The adoption of AI in supply chain management will accelerate in 2025, helping CPG companies:

  • Reduce Waste: Predict demand with greater accuracy, minimizing overproduction and stock shortages.
  • Enhance Speed and Efficiency: Automate logistics and inventory management for faster delivery times.
  • Adapt to Global Disruptions: Use predictive analytics to anticipate and mitigate risks, from geopolitical tensions to climate events.

AI-driven supply chains will be a competitive differentiator, ensuring that brands can deliver products efficiently and reliably.

4. Health and Wellness Redefined

The health and wellness trend will evolve in 2025, focusing on holistic well-being. Consumers will look for products that promote mental, emotional, and physical health. Key areas of growth include:

  • Functional Foods and Beverages: Products with added benefits, such as probiotics, adaptogens, or nootropics, will see increased demand.
  • Clean Labels: Transparency about ingredients will remain critical, with consumers favoring simple, recognizable components.
  • Mental Health Support: Products that promote relaxation, better sleep, and stress relief will gain traction.

CPG brands that cater to this broader definition of health will resonate deeply with consumers.

5. Direct-to-Consumer (DTC) Innovation

DTC channels will continue to grow in 2025, with brands leveraging e-commerce to build direct relationships with consumers. Emerging strategies include:

  • Subscription Models: Offering convenience and personalization, subscription services will remain popular, especially for consumables.
  • Exclusive Digital Offerings: Limited-edition products and early access to new launches will drive traffic to DTC platforms.
  • Community Building: Engaging with consumers through loyalty programs, exclusive content, and online communities will foster brand advocacy.

6. Immersive Consumer Experiences

Technology like augmented reality (AR) and virtual reality (VR) will redefine how consumers interact with CPG brands. In 2025, immersive experiences will include:

  • Virtual Product Trials: Consumers can “try” products virtually before purchasing, from makeup shades to home decor.
  • Interactive Packaging: QR codes and AR features on packaging will provide rich, interactive content, such as recipes, tutorials, or brand stories.
  • Gamified Shopping: Brands will incorporate game-like elements into the shopping experience to engage consumers and boost retention.

These technologies will not only enhance engagement but also differentiate forward-thinking brands.

How to Stay Ahead of Trends and Technologies in 2025

1. Invest in Continuous Learning and Innovation

To stay ahead, brands must embrace a culture of continuous learning and experimentation. This means:

  • Tracking Industry Trends: Regularly monitor consumer behavior, market reports, and technological advancements.
  • Testing New Technologies: Pilot emerging technologies like blockchain for traceability or AI for customer insights.
  • Partnering with Innovators: Collaborate with startups or tech companies to bring cutting-edge solutions to market faster.

2. Leverage Data and Analytics

Data will remain the backbone of effective decision-making in 2025. Brands should:

  • Centralize Data: Use customer data platforms (CDPs) to integrate and analyze data from multiple touchpoints.
  • Measure ROI: Track the effectiveness of new initiatives to ensure resources are being allocated effectively.
  • Predict Trends: Use predictive analytics to anticipate consumer needs and stay ahead of competitors.

3. Emphasize Agility and Flexibility

The pace of change in the CPG industry will only accelerate. To thrive, brands must:

  • Respond Quickly to Consumer Feedback: Use real-time data to adjust products, campaigns, and strategies as needed.
  • Diversify Supply Chains: Build resilient supply chains that can adapt to disruptions.
  • Stay Open to Change: Foster a mindset of adaptability within your teams and leadership.

4. Commit to Authentic Storytelling

In an era of heightened consumer skepticism, authenticity will be key. Brands should:

  • Be Transparent: Share honest stories about product origins, company values, and sustainability efforts.
  • Highlight Impact: Showcase how your brand is making a difference, whether it’s reducing waste or supporting local communities.
  • Engage in Two-Way Conversations: Use social media and other platforms to listen to your audience and foster genuine connections.

Case Study: Nestlé’s Adaptation to Emerging Trends

Nestlé has consistently demonstrated its ability to adapt to changing trends and technologies. In recent years, the company has focused on:

  • Plant-Based Innovation: Launching plant-based versions of popular products, like plant-based burgers and dairy-free creamers, to meet growing consumer demand.
  • Sustainability Commitments: Setting ambitious goals, such as achieving net-zero emissions by 2050 and transitioning to 100% recyclable packaging.
  • Digital Transformation: Embracing e-commerce with DTC platforms and AI-driven personalization to enhance the customer experience.

Results:

  • Increased Market Share: Nestlé’s proactive approach has helped it maintain a leadership position in the CPG industry.
  • Enhanced Consumer Trust: Transparent sustainability efforts have strengthened the brand’s reputation among eco-conscious consumers.
  • Faster Innovation Cycles: Digital tools have enabled Nestlé to bring new products to market more quickly, keeping pace with consumer trends.

Nestlé’s success illustrates how a focus on innovation, sustainability, and digital transformation can position a CPG brand for long-term success.

Conclusion

As we approach 2025, the CPG industry will continue to evolve, driven by consumer expectations and technological advancements. By embracing trends like hyper-personalization, sustainability, and immersive experiences, brands can stay relevant and competitive in the coming year.

At GroupMCC, we specialize in helping CPG brands navigate the future with tailored strategies and innovative solutions. Contact us today to learn how we can support your brand in thriving in 2025 and beyond.