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Why Top CPGs are Losing Market Share

  • Articles
  • Progressive Grocer
  • October 2015

Hint: it’s ineffective promotions.

We’re pleased to be featured this week on Progressive Grocer, sharing insight into how ineffective promotions are dragging down top CPG brands.

Catalina recently released a report revealing that the top 100 CPG brands saw sales and market slip in the past year. According to the report, 9 out of 10 brands lost significant market share to smaller and store brands. Specifically, the study found sales for the top 100 brands collectively declined 0.8 percent over the previous year. This was the case across the board, regardless of category, from baby products to refrigerated meat.

Why is this happening? Ineffective promotions are a big part of the problem. Check out the story on Progressive Grocer to learn more.