Circana：2023年美国CPG快速消费品（CPG）行业增长领导者报告（英文版）（33页）.pdf

1、Circana,LLC|For public use12023 U.S.CPG Growth LeadersApril 2024What does it take to win in CPG?Circana InspireCircana,LLC|For public use2 2Circana,LLC|For public useExecutive SummaryNow in its 12th year,Circanas CPG Growth Leaders report measures the omnichannel performance of more than 600 consume

2、r packaged goods companies with sales greater than$100M.Importantly,Growth Leaders identifies the drivers of exceptional performance.Read on to learn about the top performing companies of 2023 and the strategies leveraged to achieve success.CPG dollar sales growth in 2023 was 4.2%,driven by an above

3、-average price/mix increase of 6.1%.Building on top of high price inflation from the prior year,elevated price growth rates slowed,and declining volume rates improved throughout the year.But price was not a determinant for volume growth.Consumers increasingly sought value with value having various m

4、eanings in CPG.2Circana,LLC|For public useDriving volume/unit demand:Across the multiple tiers of companies included in this research$8 billion+,$2.5-$8B,$1B-$2.5B,$500 million-$1B,and$100M-$500M winning companies across size groups drove outsize growth leveraging strategies that resulted in distrib

5、ution and volume/unit sales velocity gains.Except in smaller companies,greater price/mix growth did not differentiate leading performance.Consumer relevancy:Growth Leaders primarily expressed a strong focus on the consumer,particularly built off communities of loyal brand ambassadors and/or product

6、experts.Leaders speak of“meeting consumers where they are,”with easy and relevant products,consumer benefits,messaging and price points that resonate with shoppers.Integrated engagement:Influenced by their loyal communities,top performers managed consistent and digestible messaging across all touch