In Forrester’s recent Digital Go-To-Market Review: Consumer Packaged Goods, 2026 research, we examined 24 CPG brands across the digital attributes that matter most for long-term go-to-market success. As consumers increasingly turn to answer engines such as ChatGPT, Google Gemini, and Microsoft Copilot for product research, brands must ensure that their content is visible in AI-powered experiences.

We assessed whether brands appeared prominently when leading answer engines were asked to recommend products within their category. We also examined broader findability across traditional search engines and key reseller sites. These five brands are winning with answer engines:

  • Similac had strong visibility across both search and answer engines, featuring rich content that helps establish authority and relevance.
  • CLIF Bar performed well in both traditional search and answer engine visibility, benefiting from comprehensive content and a strong direct-to-consumer experience.
  • Purina earned a top overall score and has built a substantial library of pet-care content and digital tools that strengthen its digital presence.
  • Coca-Cola maintains a highly visible digital footprint through strong brand recognition, extensive consumer engagement, and a broad presence across digital channels.
  • McCormick distinguishes itself with rich product content that helps consumers discover its products online.

Screenshots from McCormick’s website feature a library of more than 20 high-quality photos and videos to convey product information. There are photos of the bottle at different angles and the seasoning outside the packaging to help shoppers gauge the size, look, and feel of the product. The PDPs communicate product details and nutritional information through text and visual aids. There are also ‘See it in action’ videos showing cooking content creators using McCormick products in a recipe. The PDPs also incorporate additional content on cooking ideas and related products to further inspire the shopper.

 

Forrester clients can access our Digital Go-To-Market Review: CPG Brands, 2026. Questions? Let’s connect! Book a guidance session or inquiry with me to discuss our findings in more detail and what they mean for your brand.

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