IRI and Boston Consulting Group's 2020 CPG Growth Leaders Study

Growth Leaders in CPG



Each year, IRI partners with the Boston Consulting Group (BCG) on the annual Growth Leaders study, which analyzes the growth performance of hundreds of public and private consumer packaged goods companies.

For 2020, growth in measured channels for U.S. CPG accelerated significantly to 10.4%. This was due to shifts in consumer shopping and consumption during the COVID-19 pandemic, and growth was largely driven by volume and price/mix.

Although larger CPGs grew in 2020, they still ceded share to smaller manufacturers. Big brands were often out-of-stock in high-demand categories, and growth in the convenience channel slowed, which impacted large CPGs.

CPG Trends to Watch Post-COVID-19:

  • Acceleration of e-commerce, both in consumer adoption and increased investments from retailers
  • Bifurcation of CPG spend, with increased premiumization via large CPG innovation and hyper-targeted small CPGs, as well as the continued development of own/store brands and value brands
  • Category demand shifts as consumers continue to value self-care and societal-care, at-home indulgence, at-home convenience and taste exploration (both flavor and claims-driven)

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