Consumer Packaged Goods

The Consumer Packaged Goods (CPG) sector is one of the most dynamic and challenging industries, characterised by shifting consumer preferences, digitalisation, and an evolving regulatory landscape. Covelent understands that to thrive, CPG companies must stay ahead of the curve by continuously adapting and innovating. We bring a wealth of knowledge and experience in Consumer Insights, helping clients to decipher emerging trends, understand customer behaviour, and create targeted strategies that drive long-term value.

With a strong focus on driving growth, innovation, and operational excellence, we partner with our clients to help them navigate the complexities of today’s market landscape. Whether it’s optimising supply chains, refining pricing strategies, or leveraging digital transformation, our deep expertise and unique approach ensure that Consumer Packaged Goods companies remain competitive and relevant.

Our Services For Consumer Packaged Goods Companies

Consumer Insights and Engagment

Understanding what drives consumer choices is fundamental to success in the Consumer Packaged Goods (CPG) sector. We use advanced methodologies to decode these choices across various segments, whether in food and beverage or personal care. By applying a demand-centric growth framework, we help companies refine their market segmentation and align their brand investments with high-potential growth areas, ensuring they remain competitive and relevant.

To drive deeper consumer connections, CPG companies must move beyond traditional segmentation. With AI-enhanced consumer profiles and omnichannel data, we enable "segment of one" marketing strategies that cater to individual needs and preferences. By leveraging real-time insights, companies can create highly personalised experiences that not only meet consumer expectations but also build lasting loyalty and drive significant market share growth.

Digital Marketing

Navigating the digital landscape is critical for CPG companies aiming to enhance brand engagement. Achieving digital marketing maturity requires an integrated approach that combines new digital tools with existing capabilities. We help companies build robust digital marketing ecosystems, partnering with technology providers and digital agencies while balancing internal expertise and external creativity. The result is a more agile, data-driven marketing function capable of delivering impactful consumer engagement across multiple channels.

Supply Chain Optimisation

As the CPG industry evolves, so must its approach to supply chains. The shift from owning value chains to leveraging an external partner ecosystem is a significant but necessary transformation. We work with CPG companies to design flexible supply chain strategies that optimise which functions to retain in-house and which to outsource. This process allows companies to tap into specialised capabilities while ensuring critical functions remain tightly controlled, resulting in a more efficient and resilient supply chain.

Pricing Strategy and Cost Management

Effective pricing strategies are a powerful lever for growth within the CPG sector. We help companies optimise their pricing models through a comprehensive approach to net revenue management. This includes dynamic pricing mechanisms, trade terms optimisation, and leveraging data-driven insights to adjust pricing in real-time to reflect market demand and competitor activity. Our approach ensures that pricing decisions are strategically aligned with broader business goals.

Sustainability

Embedding sustainability within the core operations of a CPG company is no longer optional—it’s a strategic imperative. We assist companies in transforming their supply chains and operations to reduce their environmental impact while enhancing their competitive edge. By integrating sustainability with financial performance metrics, companies can achieve a balance between shareholder value and ethical responsibilities, making sustainability a driver of growth.

Innovating for the Future

In an industry that thrives on continuous innovation, staying ahead requires a proactive approach to exploring new growth avenues. We support CPG companies in developing innovative product lines, rethinking their business models, and fostering organisational agility. By combining expertise in digital transformation, consumer insights, and supply chain optimisation, we help companies create a future-ready blueprint for growth.

A Critical Lens on the Mid-market

The mid-market segment within CPG is a vital yet often overlooked area. Mid-market CPG companies face unique challenges: navigating competitive pressures from both large enterprises and emerging startups while managing constraints around resources and scalability. We understand that success in the mid-market requires a tailored approach that balances growth ambitions with operational efficiency. We provide strategic insights and solutions that empower mid-market players to optimise their pricing strategies, strengthen supply chain management, and leverage digital transformation to drive sustainable growth.