蘑菇AV

Our primary research on US online beauty buyers shares insights into the evolution of consumer habits and preferences in one of retail鈥檚 most resilient categories.

The percentage of CPG brands spending on four or more RMNs rose to 85% in 2024, up nearly 20 points YoY, according to the Path to Purchase Institute. Challenger brands that might not be locked into multiple joint business partnerships鈥攁nd that are still hungry to learn how their products resonate with different audience segments鈥攁re showing a particular openness to experimenting.

Consumer packaged goods (CPG) was down 14.4% during the same period, while retail was down just 2.5%. The home goods category posted a rare 10.8% gain. This increase was driven by advertising for utilities, along with furniture and home decor, each of which more than doubled.

UK consumers see economic storm clouds ahead: That鈥檚 driving them to splurge on small luxuries such as high-end perfumes and cosmetics.

Anticipating a continued uptick in CPG purchases, subscribe-and-save promotions are a potential source of growth. While general merchandise categories typically dominate total Prime Day dollar spend, consumer packaged goods (CPG) categories saw significant YoY increases in shopper penetration last year, according to July 2023 survey data from Numerator.

(The delivery app is somewhat of an outlier but competes for the same consumer packaged goods ad dollars as many of the other players listed.). The depth of on-site advertising features is consistent across the board. Virtually all the players make available what are now standard retail media offerings (e.g., search and display, both managed and self-serve).

While major advertisers in consumer packaged goods (CPG), automotive, and retail might maintain some brand-awareness campaigns, performance-driven spending will likely be prioritized. This could slow overall ad spend growth, particularly for categories reliant on imported goods or with complex global supply chains.

The quick-commerce space isn鈥檛 totally dead: German startup Flink raised $150 million at a nearly $1 billion valuation, as the company finds success in staying local and partnering with food delivery platform Just Eat Takeaway.

Retailers and commerce intermediaries are most likely to have access to granular, SKU-level data, which can unlock precise targeting capabilities鈥攁nd attract the budgets of consumer packaged goods (CPG) brands that make up a significant share of digital ad spend.

Inclusive brands, exclusive growth: Beauty companies that champion inclusion unlock new customer segments and drive higher sales, a Circana and SeeMee Index study shows.

Kroger benefited from shoppers鈥� deal-seeking behaviors in Q2: Despite a difficult operating environment, the grocer won over consumers with lower prices and expanded private label selections.

The percentage of CPG brands spending on four or more RMNs rose to 85% in 2024, up nearly 20 points YoY, according to the Path to Purchase Institute. Challenger brands that might not be locked into multiple joint business partnerships鈥攁nd that are still hungry to learn how their products resonate with different audience segments鈥攁re showing a particular openness to experimenting.