What was once a niche domain reserved for alternative co-ops, specialty retailers and farmers' markets, is now a mainstream phenomenon dominated by major companies and retailers. By 2019, natural and organic foods are predicted to represent 14 percent of total food sales, and organic products are currently present in 75 percent of all categories on supermarket shelves. On top of this rapid commoditization, CPG is also going digital, with more than 34 percent of online shoppers expected to buy groceries online in 2017.
Natural and organic CPG brands must evolve in order to meet consumers where they shop and compete with house brands from Costco, Walmart, Aldi and the like. So how does a once niche brand stand out and grow in new channels?
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