Wonder

Research Outline

Prepared for Nirvana F. | Delivered November 13, 2019

Adapting to Online Shopping in the CPG Industry

Goals

To discover how manufacturers are adapting to the rise of e-commerce or online shopping in the consumer packaged goods (CPG) industry.

Early Findings

Internet Retailer recently released a 2019 Online Consumer Packaged Goods Report; in this report, it was discovered that CPG manufacturers are now using a variety of strategies to build their e-commerce businesses, including working with online retailers.
Also, CPG manufacturers are "selectively selling directly to consumers and collectively spending billions of dollars on strategic acquisitions of upstart brands".
Information Resources Inc. (IRI) reports that in 2018, online CPG sales in the United States grew by 35.4%.
According to E-Market Insights, a total of $58.6 billion was generated from online CPG sales in the United States last year. This represents 11% of the total 2018 U.S. CPG retail sales. 
In addition, this figure reported by E-Market Insights accounts for 64% of the growth in retail sales.
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