New CPG Study Explores How Shoppers Browse and Buy Online and Offline

Research from CPC Strategy indicates that shopping habits for packaged goods might prove the strongest bellwether for bricks and mortar

San Diego, CA  —  May 16, 2017  —  CPC Strategy, a retail-focused digital marketing agency, announced today the publication of its 2017 Consumer Packaged Goods (CPG) Study. With annual sales of roughly $2 trillion, the CPG industry in North America is a behemoth – and price wars, fickle customers and evolving technology make competition for market share especially fierce. To help understand the consumer mindset regarding packaged goods, CPC Strategy surveyed 2,120 shoppers across 5 different categories, including: skincare products, health supplements, pet care products, baby care products, and home cleaning products. The results of the survey provide valuable insights into where consumers like to shop, how they prefer to buy, and what drives their purchase decisions. Perhaps most striking: The survey results hint at a future where bricks and mortar can still play a leading role. A full report on the study’s methodology and findings, along with analysis of the results, can be found on the CPC Strategy website.

There’s a lot of doom and gloom around brick and mortar stores collapsing,” said Rick Backus, CEO and co-founder of CPC Strategy. “Yes, we believe online shopping is the future–but it’s possible for brick and mortars to maintain their relevancy in a new omnichannel future. In fact, shoppers are showing B&M stores every day where they’re succeeding and failing, particularly in the CPG category. This survey is proof of that.”

The survey was commissioned by CPC Strategy and conducted by Survata, who interviewed 2,120 online respondents. To ensure the survey produced relevant and meaningful results, the research focused on five CPG categories with questions tailored specifically to fit each category.

Among the key findings of the report, brick and mortar retailers sweep their online counterparts when it comes to where consumers buy household cleaning products. A whopping 76.2% of shoppers reported they do not purchase cleaning products online, and don’t plan to start. Accessibility, necessity, and low price points for most household cleaning supplies appear to push many shoppers to a brick and mortar.

Other key takeaways of the CPG Consumer Study include:

  • Shoppers chose Amazon most for health supplements, pet care
  • Features and performance are the top reasons shoppers purchase most CPG products–but not pet care buyers (who value prior knowledge/experience with a brand)
  • Television is still a big driver of new product/brand awareness for CPGs

The research data provides key insights for retailers and CPG brands evaluating their omnichannel strategy and seeking new ways to engage shoppers.

For an overview of the research findings with a link to the complete CPG Consumer Study please visit http://www.cpcstrategy.com/blog/2017/05/cpg-trends/ on the CPC Strategy website.

About CPC Strategy

CPC Strategy is a retail-focused digital marketing agency that specializes in driving performance growth on the channels that most directly impact a retailer’s digital bottom line. Founded in 2007, CPC executes on ad strategy and management for retailers and brands on Google, Amazon, Facebook, and other product advertising channels. CPC Strategy ranked #1,288 in the Inc. 5000 List of America’s Fastest-Growing Private Companies™ and was also honored as a finalist in “Best Places to Work” by the San Diego Business Journal. For more information visit www.cpcstrategy.com.

Contact:

Megan Leer
CPC Strategy
mleer@cpcstrategy.com
619.708.9500