CPG Growth Leaders 2019

SUMMARY

2019 U.S. CPG GROWTH LEADERS

By Krishnakumar Davey and Cara Loeys, IRI and Boston Consulting Group

The U.S. consumer packaged goods industry increased by 2.2% in 2019, outpacing 2018 growth of 2.0%. The growth was driven exclusively by pricing adjustments in the face of declining average volumes across measured channels.

Boston Consulting Group (BCG) and IRI partnered on the eighth annual Growth Leaders Report, analyzing the growth performance of more than 400 public and private CPG with annual U.S. retail sales of more than $100 million in measured retail channels, including grocery, drug, mass-merchandise and convenience stores. Companies were ranked on a combination of three metrics: dollar sales growth, volume sales growth and market share gains. The study generated three lists of growth leaders: small companies ($100 million to $1 billion in IRI-measured retail sales), midsized companies ($1 billion to $5.5 billion) and large companies (more than $5.5 billion).

Highlights:

• Given the low-growth environment, the top 10 large Growth Leaders collectively saw volume declines for first time (-0.6% YoY growth contribution). However, large Growth Leaders outperformed other large peers, which declined -2.8% in volume growth contribution YoY.
• Smaller companies (<$1B) and private label grew at 3-4% and have taken $19B in sales from larger and midsized companies since 2014.
• 9 of the top 10 large Growth Leaders have previously been on the list, while small & medium sized leaderboards saw new top entrants.
• Four drivers of Growth Leaders’ success are 1) acquisitions supplemented by innovation, 2) surgical pricing across the portfolio, 3) e-commerce as a growth engine and 4) focused against emerging trends.

Read the full report to see which top 10 large, top 15 midsized and top 15 small companies achieved Growth Leaders status during 2019.

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