Angel Naya

What does it take to win in #CPG? Circana’s CPG Growth Leaders report measures the omnichannel performance of more than 600 consumer packaged goods companies with sales greater than $100 million. 🚀 Get a copy of the 2023 U.S. CPG Growth Leaders report here 👉https://lnkd.in/g4BBBMfE

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Check out Cadent Consulting Group's 2024 Marketing Spending Study. How are you planning to navigate unit declines and consumers under pressure? Kudos to Gavin Stoecker and Drew Fischer on this well-researched and informative study.

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At Groceryshop 2024, it was great to sit down with John Carroll, President of Digital Commerce and Advanced Analytics at Acosta Group. In our conversation below, John breaks down the top themes he saw at this year's show, and what he expects in 2025 for the #retail and #grocery sector. #retailmedianetworks #artificialintelligence #foodretail #consumerinsights #digitalapps, #cpg, #marketingstrategy, #salesstrategy, #food, #beverage Pensa Systems, Sue Sorensen Lee, Michael Smith, Brian Wynne

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Feeling the pinch of Private Label brands? This article has some great insight from our practitioners on multi-functional approaches you should consider.

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Older consumers are leading the charge in buying private label store brands. Grocery Dive, June 2024, reports that 88% of shoppers 55+ say “private label provides a good value,” versus 75% of those 18-34. Grasping these insights into consumer perceptions can highlight competitive threats and growth opportunities. Focus on product availability, shopability, quality, differentiation, and price value to gain a competitive edge. Is this a knowledge gap for your team? Reach out to the SIVO, Inc. team at [email protected] for a custom learning plan. #privatelabel #competitiveadvantage #consumerinsights #shopperinsights #marketresearch #pricevalue

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Circana's newest report reveals that Hispanic consumers are driving 16% of total U.S. CPG growth! With 20% of the U.S. population identifying as Hispanic and 71% of national growth between 2022 and 2023 attributed to this group, it’s clear that brands and retailers need to align with their preferences and values to capture future growth opportunities. Explore the significant impact of the Hispanic population on CPG growth: https://bit.ly/4hsdvEv

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The acquisition of Siete Brands by PepsiCo is generating significant attention today. Following Diageo's acquisition of Ritual and Mars' partnership with Kellanova, it raises an important question: is M&A the primary avenue for innovation and growth in the food industry? I’m also interested in how consumers of these smaller brands perceive these large CPG acquisitions. Will this shift influence their loyalty and purchasing decisions? #FoodIndustry #MergersAndAcquisitions #ConsumerPerception #Innovation #BrandLoyalty #CPG #MarketTrends

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MOCK & ROLL. Nielsen Data shows that over 82 percent of people who purchase non-alcoholic beverages also buy alcoholic ones. Significant. An eye opener. The big opportunity in non-alcoholic beverages is not sobriety. The big opportunity is moderation. We launched Bar Diver Mocktails so that sober drinkers - those who don't drink alcohol, and more importantly those who are not drinking alcohol at the moment - can enjoy the same celebratory experience that an alcoholic cocktail drinker enjoys, in a spirit-free medium. An exclusive focus on sobriety is too limiting for real scale. The opportunity is bigger when you include cross-over of alcohol drinkers who practice some level of moderation – from Drayanuary, to Sober October, to simply reducing alcohol consumption sporadically – drinking less during an evening for responsible driving concerns or reducing weekly alcohol consumption for wellness reasons, etc. NO ALCOHOL. NO COMPROMISE.

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No Data, No Dollars Anyone who has heard me speak recently will have heard me say this. Retail Media is hugely profitable for retailers. Unsurprisingly they want more and more investment from manufacturers, often times in return for ads that are becoming less and less effective. As manufacturers we need to make sure we are making the maximum return possible on ever £,$,€,¥ (or any other currency invested). For me, that means knowing what we want in return and that starts with access to robust, accurate, complete and timely data for every campaign we invest in. Simply put, if you don’t get data in return you shouldn’t be investing. Recently I spoke with Lauren Livak Gilbert and Peter Crosby of The Digital Shelf Institute. Amazingly, they have chosen to refine my words and meanings and turn them into the amazing article attached. If you aren’t a member of the DSI I really can’t advocate it highly enough. They do excellent work and their podcast is the best in the industry. #digitalcommerce #ecommerce #cpg #fmcg #cpgindustry #fmcgindustry #digitalshelf #retailmedia #digitalretailmedia #omnichannel #digitalretail

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AI in Retail: Bridging the Gap Between Ambition & Readiness for Generative AI I recently spoke with Michelle Pacynski, Ulta Beauty & Mike Dupuis, SPARC Group LLC about this topic. Before diving in, I find it helpful to ground the conversation in recent data: 1. According to a recent Forbes estimate, the AI market size is expected to reach $407 billion by 2027. 2. A global Accenture study (July) highlights that: - Companies with strong digital capabilities (data, cloud, security, etc.) are reinventing 2x as many functions with AI & are expected to drive 2x the value creation. - 50% of executives believe they can scale generative AI across their enterprise within 6-12 months, but only 13% are confident they have the right data strategies & digital capabilities to fully leverage GenAI. Why the gap? These insights set the stage for a deeper conversation. Here are some key themes we explored: 1. AI integration frameworks they've adopted: - Assist, Augment, Automate – This framework has helped categorize the 15-20 AI pilots running at any given time. It has especially reduced the pressure to automate everything right away, allowing teams to focus on assistive & augmentative use cases first. 2. Real-world AI implementation examples that required process changes & KPI definition: - Leverage GenAI from your SMS partner to create new audiences & test custom messaging. Process changes included: new workflows for both internal & external teams. KPIs: # of new customers acquired & conversion rates. - Launch a GenAI conversational experience during peak sales to manage case loads, while ensuring real humans are available for more complex queries. Process changes included: customer query routing & escalation procedures, with KPIs focused on # of cases resolved to satisfaction, incremental revenue from case resolutions etc. 3. Keeping up with the evolving world of AI: a) Follow key professors like Ethan Mollick & Stefano Puntoni b) Stay close to the VC community to learn about emerging applications & how people are thinking about the future c) Access to product engineers & innovation through involvement on Boards (e.g., Cordial) d) Attend key tech events like CES and SXSW. 4. How AI can transform retail, from customer experience to back-end operations: - Use weather data to inform inventory buying & planning, ensuring customers get the products they want in the channel they prefer. - The retailer that best uses GenAI applications to develop personalized & on-brand communication with customer segments will create the most value. c) Empower consumers to virtually try on products & learn more about them, both online & in-store. Finally, some questions to consider: - I wish consumers knew AI… - I wish regulations did… - I hope someone develops… There’s no doubt that AI is omnipresent, but achieving meaningful impact requires strong digital strategies, partnerships, and a sharp focus on data governance. #AI #Innovation #Transformation #Leadership

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I think food & beverage companies might be doing a poor job of navigating the narrative around gross margins with our retailer partners. The pressure is intense on the manufacturer community, but... Gross margin indexed to 2019 is expected to be at 87 (from the FCC Food and Bev report published in Grocery Biz Mag). That's a 13 point drop in 5 years. Even if well managed and well absorbed by businesses through cuts in expenses, leading to income improvement, that is an unhealthy business. Price inflation at stores has decelerated significantly, although consumers are still paying well north of 20% more than they did very few years ago for similar baskets. So, even with the price increases in the last few years, and even as consumers have absorbed that cost, the businesses in our industry are struggling to continue building the same way they were in prior years. Commercial teams need more talent, financial discipline & understanding, greater partnership skills, and just quite simply, the capacity to deal with a more difficult environment. And from an execution perspective - new game plans are a must. Running the same plan will lead to the same results; which currently looks like a deterioration of business. Test. Try. Execute well. ****************************************************************************** Maverick Sales. We are builders. FMCG. OTC. Beauty. Bricks & Mortar. Digital Commerce. Field Sales. Canada Experts. Contact us to learn more.

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General Mills spoke recently at a Barclays investor event and used the platform to reassure investors of its plans to return to growth. While it has been a difficult stretch for major CPGs as consumers' wallets are tighter than in years past the company did highlight some indicators suggesting near-term growth. But beyond that General Mills emphasized a need to create a new competitive playbook. They highlighted misses on innovation, pricing movements, and packaging sizes, as areas of concern. Identifying the problem is always the first step, but how do they correct course? Immediate levers to pull like boosting media and trade spending, will improve top lines in the short term, but a commitment to consistent consumer and competitive research is needed to help realize efficiency gains on the bottom line. #Fletcher #CPG #CompetitiveIntelligence https://lnkd.in/gxMcbGDU

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WE ARE IN A GLOBAL ECONOMIC FUNK, BUCKLE UP! When Stalwart Brands Like PepsiCo Trim Revenue Expectations We Should Pay Attention. We are still ducking Covid, two wars, inflation (prices remain high) as do interest rates. Asian markets have slowed down as have their factories. Oil prices are on the rise again. And one report says consumers plan to spend the same amount of money on Halloween (for example) as they did last year. One of the reasons PepsiCo and others are trimming revenue. Consumers are getting less for their money. Which means everything else is expensive and they will not buy more than they can afford. The grip of higher prices and keeping a roof over one’s head and food on the table is a bigger priority than splurging. Retail therapy today is more akin to balancing the home Economics budget and taking care of necessities. #retailing #strategy #ceo #technology #innovation

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Here’s a little insider scoop on beauty products in grocery stores: Grocery buyers? They’re mostly focused on food—so hair care product sales are a bonus! That’s why many grocery store corporate buyers work with distributors (like TWT) who specialize in beauty. These distributors offer a specialized expertise of understanding the details of a category like Black or Hispanic hair care. They do some of the heavy lifting of curating hair care shelves in grocery stores and are key decision makers in deciding which brands and products make it to the shelf. Each item on a grocery store shelf is a financial investment, so a distributor helps grocery stores stay stocked without taking away from their main goal: selling food. If you're an emerging brand, this is key to know! Pitching to the right distributor might be the shortcut you need to get on those shelves.

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