Five trends are set to influence the CPG industry in 2021, notes CPG sales and marketing agency Acosta. “Many of the changes we saw implemented in 2020 due to the pandemic will carry over into 2021. Health and safety will continue to be paramount for retailers and consumers, and e-commerce growth will continue on its accelerated path,” says Colin Stewart, EVP of business intelligence at Acosta. “Grocery shopping was not fun this year, and post-COVID, stores will need to make it a more enjoyable experience with unique offerings, better prices, and stocked shelves.”
Acosta’s top five CPG trends are:
1 An unceasing emphasis on health and safety — With well-being everyone’s top concern, the safety of store employees and shoppers will come first. Consumers will show an increased focus on personal health and self-care and an interest in plant-based alternatives. While these interests offer opportunities for brands, marketers should keep in mind that shoppers will demand full transparency.
2 Accelerated advances in e-commerce — As the role of e-commerce increases, in-store and online channels will be more seamlessly integrated. We’ll see mobile-driven store designs and real-time, personalized shopper solutions. Brands will benefit from auto-replenishment via online subscriptions as well as smart home integration with shopping.
3 Inspirational in-store shopping experiences — The progression of changes experienced during the pandemic will have a strong influence in focusing on in-store shopper services and meal solutions. The lines between eating at home and the away-from-home food channels will continue to blur. Self-serve food options in store will be reinvented, and personalized offerings will become the norm.
4 Efficiencies with fulfillment — The supply chain will be revitalized, autonomous delivery will forge ahead, and dark-store fulfillment will continue to rise to meet demand. The post-COVID focus will be on the 4 Ps of product, price, promotion, and place.
5 consolidation and partnerships with retailers and manufacturers — As partnerships bring more options to the marketplace, last-mile delivery options will expand and unique offerings will emerge for in-store services. The year will also see retailer and manufacturer mergers and acquisitions.
Acosta’s top CPG industry predictions for 2021 were compiled by Acosta business leaders across the country and supported by analysis and custom research by Acosta Strategic Advisors.