Consumer packaged goods data

Consumer packaged goods (CPG) data covers the market performance of everyday products such as food, drinks, household and personal care items. Brand managers, category teams, sales teams and investors use it to track market share, distribution, pricing and promotions against competitors.

Typical fields

• Brand, manufacturer, category and segment
• Product attributes such as size, pack type and flavor
• Sales value, volume and market share
• Distribution measures, such as the share of stores carrying a product
• Average price and share of sales on promotion
• Market, channel and period

Sources and collection

CPG measurement combines retailer point-of-sale data, household purchase panels, receipt scanning and store audits. Retailer data gives accuracy for participating chains, household panels show who buys and how often, and store audits capture shelf presence and in-store promotions. Product attributes are coded by hand or with machine learning so that products group into consistent segments.

Delivery and pricing

Most CPG data is licensed annually by category, country and level of detail, and delivered as weekly or monthly databases, dashboards or cloud shares. Price rises with the number of categories, markets and retailers and with the granularity of products and geographies. One-off analyses are often sold as services.

Before you buy

• Check which channels are covered: supermarkets, discounters, convenience, pharmacy and online.
• Ask whether distribution is weighted by store sales or counted by number of stores.
• Confirm how private-label products are handled.
• Check that segment definitions match how you see your category.
• Ask for history depth and how restatements are communicated.