Forrester

Why Read This Report

The consumer packaged goods (CPG) industry generates revenues of more than $2 trillion annually in the US alone, and the value of global brands is truly daunting with Coca-Cola estimated to have a brand worth $67 billion. Selling technology products and services into this hefty sector requires a solid understanding of buyers' objectives and challenges. CPG manufacturers face a range of threats from encroaching private-label sales to the relentless rise of trade promotion funds paid to retailers to list their merchandise. CPG executives are feeling the pressure to squeeze economies of scale out of their global investments. In their drive to manage IT costs, these execs are focusing their spending plans on upgrading apps suites and deepening their control of vertical apps, while preparing to outsource standardized app portfolio support and release resources for the coming CPG direct-to-consumer information battle.