Our distribution, velocity, and penetration data, along with other metrics, shows us the top CPG Growth Leaders. But by listening to and observing the top companies, we can identify successful integrating strategies. Circana’s Sally Lyons Wyatt, global executive vice president and chief advisor, consumer goods and foodservice insights, and Cara Loeys, principal, corporate CPG thought leadership, describe how the annual CPG Growth Leaders report is developed and share insights for CPG companies large and small.

Highlights: 

• Companies have differing challenges based on their portfolios, which is why we study sales. While successful companies are laser focused on the consumer, they differ in how they leverage other strategies, including integrated engagement, continuous newness, the premium-value bifurcation, and embedding artificial intelligence.