Innovation is essential for CPG companies to bring forth more value and to hold their market share at retail.

Retail private labels have been gulping up turf that won't easily be given back.

Two advantages CPG's have over retail brands are innovation and branded voice.

Retail brands tend to lag and follow on innovation and rely on existing customer traffic and store fliers for their media vs. proactive media.

These two differences are beginning to change as retailers are getting savvier in marketing their private labels. These two intrinsic values are how CPG branded products differentiate themselves for consumers and retailers vs. private labels.

So, what are CPGers waiting for?
Slashing innovation and share of voice are only going to make their best customers more and more their best competitors.

Read Full Article