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2011 Consumer Packaged Goods Marketing Trends

Guest post by: John Clark

Article Overview: With the recent global economic downturn, most brands and their marketers have had to rethink their advertising, marketing a promotional strategies. Consumer demographics are always shifting. But now more then ever, the changes are rapid and swift. Consumer packaged goods (CPG) manufacturers and their brands must always be on the cutting edge of an ever changing brand-consumer relationship.

2011 Consumer Packaged Goods Marketing Trends

With the recent global economic downturn, most brands and their marketers have had to rethink their advertising, marketing a promotional strategies. Consumer demographics are always shifting. But now more then ever, the changes are rapid and swift. Consumer packaged goods (CPG) manufacturers and their brands must always be on the cutting edge of an ever changing brand-consumer relationship. At this year's Nielson Consumer 360 event in Orlando, 2011 consumer packaged goods marketing trends were the topic. With attendees representing a virtual who's who of national brands and their marketing strategists, event speakers revealed the latest trends in CPG marketing. First and foremost is the need for brand managers and their marketers to gain a better understanding of not just their customers, but consumers as a whole.

The conference revealed the following consumer trends:

-With baby boomers reaching retirement age, older Americans are becoming a larger segment of the overall consumer population.

-Due to the recent global recession, households have continued to limit their spending and in many cases, trade down to lower priced items.

-Households with children are becoming a smaller percentage of the customer base.

-Most importantly, ethnic diversity has changed the face of the consumer.

According to the conference, these changes and more require brand marketers to rethink how they spend their marketing and advertising dollars. Nielson North America President John Lewis explained further, "It's critical to understand how your portfolio stacks up and to develop strategies now that will reap future benefits. Where do multicultural consumers shop? What do they buy? And which product innovations will appeal to them?"

2011 consumer packaged goods marketing trends data also points to rapid shifts in the ethnic make-up of tomorrow's consumer. The data suggests that while ethnic households account for 15 percent of the US population today, their spending power will increase by 25 percent by 2020, and by 75 percent by 2050. It's in 2050 that Nielson predicts ethnic shoppers will make up more than 50 percent of all consumers. Understanding their needs is key to capturing their consumer loyalty.

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Article Tags: consumer demographics, consumer packaged goods, cutting edge, economic downturn, marketers, packaged goods marketing, relationship
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