New Dunnhumby research shows vast potential of CPG and agency media spend but reveals shortcomings in retailers’ existing media offerings — and identifies innovations shaping the future of the industry.
During the past year, national brands captured share across five of the 10 largest CPG categories, and share of dollar sales remains 18 percent. Private label share has also increased across half of the largest CPG categories, with drug, convenience and dollar channels showing the most momentum.
Today's shoppers have become much more adept at finding value. They are "channel surfing" with increased frequency to research products and find deals, and shopping more channel types in search of value and trip mission fit.