Page 13 - BD Playbook

INTRODUCTION ◆ STRATEGY & PROCESS ◆ SOCIAL SELLING ◆ COMPETITIVE ANALYSIS ◆ MARKETING COLLABORATION ◆ WRAP-UP STRATEGY & PROCESS

Understanding current and future trends in the Below are examples of information compiled by
market is critical to meeting customers’ needs. Division Leaders in CPG for the 2017 Fiscal Year.

market analysis cpg case study | Market Research & Industry Trends

A market analysis is a quantitative and

qualitative assessment of a market. It looks FOOD & BEVERAGE BEER, WINE & SPIRITS CONSUMER PRODUCTS

into the size of the market both in volume
◆ New demand for convenience is ◆ Alcoholic beverage sales have ◆ Increase demand for personal care
and in value, the various customer segments
changing the landscape of food more than doubled since 2013. and home care products in the Asia
and buying patterns, the competition,
and beverage retail channels. Pacific and Latin America markets.
and the economic environment in terms ◆ Brewing volume growing in

of barriers to entry and regulation. ◆ Health consciousness is driving demand Latin America and Asia, but ◆ Globally, the personal care market
and often filled by new, niche providers. mature in North America. is estimated to reach $500
BD Managers should perform a market billion by 2020 with an average
◆ Food safety driving investments ◆ Distilled spirits growing
analysis to better understand their annual growth rate of 4.5%.
in hygienic food processing. in North America.
“Target” market within each vertical.
◆ Environmentally safe products
◆ Emerging international markets driving ◆ Regulatory ease creating
Some excellent information sources are expected to increase sales
growth of production capabilities. craft distilling boom.
for market analysis include: of natural skin care and body
◆ Packaging must keep up with ◆ Craft beer consolidation and maturity. products, cosmetics and ecofriendly
◆ Annual reports
SKU proliferation which reflects detergents and cleaners.
◆ Premiumization of products.
◆ Industry-specific publications new consumer demands. ◆ Shifting demographics in the
◆ Craft beer is challenging big
◆ Key industry trends published ◆ Premiumization of products. brands driving spending by U.S. are expected to accelerate

by Haskell’s Division Leaders the macro breweries. the growth of new and different
non-foods products.
Once you have a grasp of the

industry trends, setting up Google
Alerts utilizing related keywords

will push relevant news stories and
information straight to your inbox.

Armed with this knowledge, you can
get in front of the right customers at

the exact moment they are making
pivotal decisions about future projects.

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