Report | Consumer Trends in the CPG Industry

From toothpaste to technology, buying habits and trends in the
consumer packaged goods (CPG) sector are shifting.

See the report

Industry Snapshot

The CPG Industry

We monitored 49 of the largest consumer goods brands on social over the course of six months and this is what we found.

4 Minute Read

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Industry SnapshotThe CPG Industry

Brandwatch monitored 49 of the largest consumer goods brands on social over the course of six months and analyzed over 1 million conversations. It’s apparent that as the market landscape evolves around them, not all CPG brands are successful at leveraging social to address these changes.


The CPG landscape is in flux, and veteran CPG companies are most at risk. Start-ups and CPG newcomers are usurping market share, and new geographic and generational markets are changing consumer preferences. Social intelligence for CPG companies can no longer be viewed as optional and reactionary, and considered only on a one-off basis.

CPG businesses must strengthen customer relationships and keep their fingers on the pulse of market and demand trends; luckily, with social media for market research and intelligent customer engagement, this is easier than ever.

CPG Social Success

Considering the role retailers play in the supply of consumer goods in stores, coupled with the growth of e-commerce and emerging markets, CPG companies grapple with building and supporting direct customer relationships.

When successful, social media intelligence equips CPG brands of all sizes to communicate with their audiences to support advertising, branding, and customer support goals.

Brand – Audience Twitter Activity

CPG brands own a healthy percentage of the conversations surrounding them, accounting for 8% of the volume of chatter about them.

Brand - Audience Twitter Activity

Format of Brand’s Facebook Posts

Despite posts with videos garnering the most Likes, Comments and Shares of all Facebook post types, videos only make up a third of all CPG companies’ Facebook posts.

Format of Brand’s Facebook Posts

New to Instagram

Despite being in an industry where visual marketing is extremely vital to brand messaging, 29% of CPG brands analyzed did not have active Instagram pages.

Home Cleaning Products in the United States

In the United States, Clorox and Proctor & Gamble subsidiaries occupy much of the conversations around home cleaning and freshening products.

Home Cleaning Products in the United States

There is a lot of regional variation in which companies dominate cleaning product conversations. For instance, Clorox products and brands are more popular than average in southwestern states.

Integrated with other enterprise data like sales data, analyses like these are used to optimize inventory planning, campaign management, and further research into more granular regional consumer differences.

Home Cleaning Products Conversation by State

When CPG Conversation Happens

On average, CPG brands successfully align their social media content with the days their audiences are most active.

Brand and Audience Activity by Day of the Week

Consumers tweeting at CPG companies are as active in the evening as during normal working hours, while brand-owned social channels post over 80% of their content between 8am-5pm.

This discrepancy can affect anything from missed engagement opportunities with consumers talking about their product, to ignored PR crises happening off the clock.

Brand and Audience Activity by Time of Day

CPG Brand Responsiveness

CPG brands respond to their consumers nearly as frequently as other industries, however these responses take over twice as long.

This is likely contributed to the discrepancy between brand-audience activity by time of day.

CPG Brand Responsiveness

Fastest CPG brand responder – Kleenex, averaging 2.8 hours, Slowest CPG brand responder – Nivea, averaging over 55 hours

Most responsive CPG brand – Sensodyne, responds to 13.68% of customer mentions, Least responsive CPG brand – Old Spice, responds to 0.07% of customer mentions

An Average Day on Social Media

Compared to other industries, CPG brands are not very invested in Twitter or Facebook engagement. As a result, CPG brands get among the lowest volumes of interactions from their audiences.

A day on Twitter

CPG BrandsnAverage Following: 58,690 CPG Audience
Tweets: 8 @Mentions: 88
Replies: 2.48 Replies:13
Retweets: .18 Retweets: 21

A Day on Facebook

CPG BrandsnAverage Page Likes: 3,164,067 CPG Audience
Posts .13 Likes 370
Comments 1.63 Comments 26
Shares 66

Consumer Demographics and Psychographics

The face of customers is evolving rapidly due to aging, emerging global markets, and the constant ebb and flow of consumption trends. CPG companies must have their finger on the pulse of their changing consumers and consumer needs, behaviors, and preferences.

Gender Breakdown of CPG Audience

CPG-centered conversations are among the most female-driven discussions on Twitter.

Top Interests of CPG Audience

The consumers who engage with CPG brands on social media tended to have a variety of interests, but were far more interested in family & parenting.

CPG Audience Interests

In fact, interest in family and parenting discussions among CPG consumers was statistically significantly greater than the average consumer on Twitter (Brandwatch. The Social Outlook: Benchmarks and Insights on 15 Industries. 2016.)

How CPG Audience Interests Differ from Average

This statistic reflects the typical parent/head-of-household CPG customer. However, this highlights an important need for CPG brands to better message to the growing market of young Millennials and teens, a key consumer of both digital messaging and CPG products (Accelrys. Targeting the Next Generation: Consumer Packaged Goods for Millennials and Teens. 2015)

Top Professions of CPG consumers

Analyzing the professions of one’s consumers provide an additional layer of insights to the complex customers of CPG brands.

After analyzing Twitter bio content and conversation language, we found that sales and marketing professionals were significantly more represented in CPG conversations compared to consumers discussing brands in other industries.

How CPG Audience Professions Differ from Average

Pampers was one of the biggest drivers of sales and marketing professionals’ involvement in CPG conversations.

The company used over 50 unique hashtags in the six months analyzed, both to promote their own campaigns and sweepstakes and to insert themselves into topical conversations (#mothersday) and product-relevant conversations (#toddlers#baby) already occurring on Twitter.

By producing a lot of smart social content, Pampers attracted socially-active marketers outside their company to participate in their conversations which drove engagement with their content across the board.


Using Analytics and Audiences, Brandwatch analyzed 1,046,130 conversations on Twitter, 292,158 Facebook posts and comments, and 2,563,829 mentions of CPG brands on news sites, forums, blogs, and other public websites in the six-month period of April 1 – September 30, 2016.

This data was collected via three methods within Brandwatch Analytics: Twitter Channels, Facebook Channels, and Queries. Demographic categories were identified using user content, profile information, and Brandwatch’s advanced machine learning techniques.

Global brand averages used data from The Social Outlook, which analyzed over 100 million mentions surrounding 15 industries. For more information on the global brand data, or how the CPG industry compares with other industries, read more here.

* Asterisks within figures indicate statistical significance is now part of Brandwatch.
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