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1、Circana,LLC|For public use12023 U.S.CPG Growth LeadersApril 2024What does it take to win in CPG?Circana InspireCircana,LLC|For public use2 2Circana,LLC|For public useExecutive SummaryNow in its 12th year,Circanas CPG Growth Leaders report measures the omnichannel performance of more than 600 consume

2、r packaged goods companies with sales greater than$100M.Importantly,Growth Leaders identifies the drivers of exceptional performance.Read on to learn about the top performing companies of 2023 and the strategies leveraged to achieve success.CPG dollar sales growth in 2023 was 4.2%,driven by an above

3、-average price/mix increase of 6.1%.Building on top of high price inflation from the prior year,elevated price growth rates slowed,and declining volume rates improved throughout the year.But price was not a determinant for volume growth.Consumers increasingly sought value with value having various m

4、eanings in CPG.2Circana,LLC|For public useDriving volume/unit demand:Across the multiple tiers of companies included in this research$8 billion+,$2.5-$8B,$1B-$2.5B,$500 million-$1B,and$100M-$500M winning companies across size groups drove outsize growth leveraging strategies that resulted in distrib

5、ution and volume/unit sales velocity gains.Except in smaller companies,greater price/mix growth did not differentiate leading performance.Consumer relevancy:Growth Leaders primarily expressed a strong focus on the consumer,particularly built off communities of loyal brand ambassadors and/or product

6、experts.Leaders speak of“meeting consumers where they are,”with easy and relevant products,consumer benefits,messaging and price points that resonate with shoppers.Integrated engagement:Influenced by their loyal communities,top performers managed consistent and digestible messaging across all touch

7、points in-and out-of-store.Frequent newness:Growth Leaders generated a flow of excitement through product and experience,targeting both penetration and buy rate,and balancing premium opportunity with affordability.Mindful artificial intelligence(AI):The leading players indicate selective,purposeful

8、uses of artificial intelligence to improve efficiency in supply chain and speed in developing and delivering marketing content.Circana,LLC|For public use3Circana,LLC|For public use32023 Growth LeadersWhich CPG companies are winning in the U.S.and why?1.Omnichannel as measured by Circana MULO+with Co

9、nvenience channel;includes grocery,mass,club,convenience,drug,dollar and pure-play e-commerce channels.12th Annual Report First to compare public and private CPG company performance 600+CPG manufacturers with$100M sales across CPG retail channels1 Established and Emerging CPGs Top 5 among companies

10、with$8B+in annual retail sales,$2.5-$8B and$1-$2.5B Top 10 among$500M-$1B and$100-$500MDecomposition of Company Performance DriversCircana,LLC|For public use4 4Circana,LLC|For public useWe use a composite growth score to understand which companies are winning and howSource:Circana CPG Growth Leaders

11、4Circana,LLC|For public useDecompose DriversConsumerBrandingPricingMediaPromotionSupply ChainDistributionProductivitySalesAI and AutomationMeasure PerformanceRetail Sales GrowthMarket Share GainsOrganic Dollar%Change vs.YAOrganic Volume%Change vs.YAWeighted Average Category Dollar Share Change vs.YA

12、Weighted Average Category Volume Share Change vs.YA$1B+CPG Manufacturers$8B+$2.5B-$8B$1B-$2.5B$1B CPG Manufacturers$500M-$1B$100M-$500MCircana,LLC|For public use5 5Circana,LLC|For public useHigh CPG price/mix continued in 2023,slowing by year-endCPG Omnichannel Sales Growth|%Change vs.YANote:Omnicha

13、nnel as measured by Circana MULO+with Convenience channel;includes grocery,mass,club,convenience,drug,dollar and pure-play e-commerce channels.Source:Circana MULO plus with Convenience POS data ending 12/31/23.High compounded price inflation,slowing by 2023 year-endTrading down across consumer walle

14、ts to CPG and within CPGValue channels capture more and bigger trips3.113.04.07.84.20.68.4-1.5-2.6-1.7Dollar SalesVolume Sales20192020202120222023PRICE/MIX2.5%4.1%5.3%10.8%6.1%Circana,LLC|For public use6 6In 2023,$500M-1B CPGs grew fastest dollar sales rateNote:Manufacturer size defined on 2023 MULO

15、 plus with Convenience sales.CPG including fresh foods,excluding tobacco.Source:Circana POS MULO plus with Convenience data ending 12/31/23.32.1%11.7%8.1%4.1%7.1%21.6%15.2%$8B+$2.5-$8B$1-$2.5B$500M-$1B$100-$500M$100M2023 Percentage Dollar Share of CPG Sales by Manufacturer SizeDollar Sales%CAGR2020-

16、2023Dollar Sales%chg.2023 vs.YASlowing growth from smallest$500M companies,which emerged during the pandemicPrivate Label accelerating in 2022&2023 as inflation pressures consumers$500M-$1B CPGs grow at fastest rate,continuing pre-pandemic trendsLargest companies maintain strong growth optimizing po

17、rtfolios and scalePrivate Label4.8%3.2%6.4%5.2%7.9%5.1%7.9%8.0%4.9%4.3%3.6%2.8%6.1%4.8%Total CPG5.7%4.5%Circana,LLC|For public use7 7Prescriptive distribution and unit velocity differentiated winning CPGs during a period of high inflationDrivers of Dollar Sales Growth by Company Size and Performance

18、/2023 vs.YANote:Average price/mix growth includes changes in item price,promotion,and product mix.Source:Circana POS data ending 12/31/23.MULO plus with Convenience.Circana CPG Growth Leaders.Total DollarsPrice/MixDistributionUnit VelocityGrowth Leaders8%8%4%-3%All Other4%9%-1%-4%Growth Leaders11%8%

19、0%2%All Other2%7%0%-5%Growth Leaders45%9%16%20%All Other2%6%2%-6%Growth Leaders41%11%30%0%All Other5%6%2%-3%Growth Leaders159%28%93%39%All Other4%6%5%-6%National Brands4%7%1%-3%Private Label5%4%-3%4%$8B+$2.5-$8B$1-$2.5B+$500M-$1B$100-$500MWinning DifferentiatorPrivate LabelDistributionUnit velocityP

20、riceDistributionUnit velocityUnit velocityManufacturer SizeCircana,LLC|For public use8 8$8B+0102030405$2.5-$8B0102030405$1-$2.5B01020304052023 Rankings$1B+CPG ManufacturersSource:Circana CPG Growth LeadersCircana,LLC|For public use9 92023 Rankings$1B CPG ManufacturersSource:Circana CPG Growth Leader

21、s$500M-$1B01020304050607080910$100-$500M01020304050607080910Circana,LLC|For public use1010Circana,LLC|For public use2023 Growth Leader Performance DriversSource:Circana CPG Growth LeadersConnecting digestible consumer communication across social/digital and other media,influencers and events in-and

22、out-of-store;consistent and distinctive personalized messagingDelivering ongoing novelty with a balance of larger and smaller innovation for additional function and excitement;drive incremental occasionsFueling the premium opportunity based on clear benefits consumers are willing to pay for;balancin

23、g affordability in product and portfolioLeveraging mindful AI across the organization to improve and manage supply costs,forecasting and inventory levels,product innovation,and marketing effectivenessConsumer RelevancyIntegrated EngagementContinuous NewnessPremium and Value BifurcationEmbedding Resp

24、onsible AICentricity around consumers needs and experiences;Focus on stimulating volume demand Involved communities of loyal consumers and experts;Meeting consumers where they are(i.e.,distribution,marketing)Circana,LLC|For public use1111Circana,LLC|For public useConstellation is“consumer obsessed”C

25、ircanas five Growth Leader Performance Drivers are helping them get it rightSource:Internet Search;Instagram;2023 Circana Growth Leaders Webinar 3/19/24.Constellation Brands Forms Multi-Year,Multi-Million Dollar Partnership Constellation Brands Corporate Website()Campaigns that leverage social,digit

26、al,mainstream TV and in-store to drive consumer engagement:Coronas“La Vida Mas Fina”campaign continues with that beach state of mind and emotional appeal transporting consumers to a relevant place in and out of stores“Cinco Autntico”campaign spotlighted Mexican traditions,artistry and culture;celebr

27、ate Cinco de Mayo;Modelo Mercado marketplace curated by Mexican actor,producer and TV personality Jaime CamilCorona“Fine Life Playbook”campaign with Eli ManningCorona Non-AlcoholicModelo Oro,“gold standard”light beerTesting Patented Nitrogen Technology in Modelo Aguas FrescasPatented Flavor Change T

28、echnology in Shyft,flavor-shifting cocktailMore flavor options to appeal to shifting preferences among the consumer baseManaging price increases and ensuring pack architecture that address multiple occasions and promotes switching within same brand to smaller units vs.switching out of brandUtilize A

29、I to personalize digital content to the consumerExploring AI techniques for copy testing,getting more rapid and clear diagnostic feedbackGROWTH LEADER PROFILEIntegrated EngagementContinuous NewnessPremium&Value BifurcationEmbedding Responsible AIConsumer Relevancy“Consumer Obsessed”;“Build brands th

30、at people love”300,000 legal-drinking-age consumer interviews conducted in last two years,which helped map 10,000 consumption occasions:Learned the meaning of Constellation brands in lives,day-to-day activities and motivations“We have focused on building a culture in this company that we define as c

31、onsumer obsessed.”Mike McGrewEVP,Chief Communications,Strategy,ESG&Diversity,Constellation BrandsCircana,LLC|For public use1212Circana,LLC|For public useChobani targets multiple consumer needs and its role as a nutritious mealSource:Internet Search;https:/;Instagram;2023 Circana Growth Leaders Webin

32、ar 3/19/24.Giving consumers choices and personalization via campaigns that speak and meet them where they areChobani Fan Club showcases recipes,creative occasion ideas,etc.Continuing to partner with retail customers,drive unit velocity and growth,and personalize offers for the shopperInnovation targ

33、eting different needs,e.g.,Zero Sugar,dessert-inspired productsSeasonal flavors and packs,e.g.,Spiced Holiday Nog,Peppermint Mocha,Maple Glazed Donut,etc.Packs that give back:Child Hunger Batch supports nonprofit Edesia to help end child hunger and malnutritionAcquired La Colombe,complementing entra

34、nce into coffee creamersEmphasize that Chobani is a complete,ready-to-eat nutritious meal delivered in an affordable single-serve packVariety of packaging and sizes to meet entry price points and multi-pack needsLeveraging AI in supply chain and manufacturingTarget speed to the consumer and speed to

35、 the shopper with personalized messagingGROWTH LEADER PROFILEIntegrated EngagementContinuous NewnessPremium&Value BifurcationEmbedding Responsible AIConsumer RelevancyFounded on making better products that are accessible to everyoneOn a journey to make a positive social and environmental impact“Chob

36、ani has always been committed to delivering food that is delicious,nutritious,natural and accessible,and we will continue to deliver products that support a full spectrum of evolving consumer needs.We know retailers want to partner with strong growth brands;in 2023,Chobani was the No.2 manufacturer

37、driving volume growth in the dairy aisle and No.6 in total store.”Shannon Durham,SVP,Commercial Dev.,ChobaniCircana,LLC|For public use1313Circana,LLC|For public usePharmavite leans into consumer feedback with multipurpose ingredientsSource:Internet Search;https:/;Instagram;2023 Circana Growth Leader

38、s Webinar 3/19/24.Personalized service on the Pharmavite website to tailor regimens for the consumer#NatureMadePartner influencers Connecting social influencers,digital,website and in-store to help consumers live healthier livesDominating growth in magnesium,as consumers shift to the mineral for mul

39、tiple benefitsInnovation in zero-sugar gummies Acquiring Bonafide Health,a womens health nutraceuticals companyFocusing on the right value propositionGranularly tailoring assortment to retailer and geographyConsumers are trading out in favor of multipurpose,e.g.,consumers trade out of melatonin in f

40、avor of magnesium because they can get the benefits of a restful nights sleep in addition to many other benefits Using AI to develop creative for increased speed to market and personalized digital content to tailor messagesDemand forecasting is next on the horizon looking to maximize operational eff

41、ectivenessGROWTH LEADER PROFILEIntegrated EngagementContinuous NewnessPremium&Value BifurcationEmbedding Responsible AIConsumer RelevancyFocused on Pharmavites purpose to“bring the gift of health to life for all”Innovation directed at the intersection of science and consumer insightHearing from cons

42、umers,theres an opportunity to streamline and simplify their supplementing regimen“We find the strongest in-market impact occurs when we action on the sweet spot that intersects scientific and consumer insight.Thats what Nature Made was founded on and what were really focused on delivering for our c

43、onsumers.”Rhonda Hoffman,Chief Growth Officer,PharmaviteCircana,LLC|For public use1414Circana,LLC|For public useIdahoans growth levers stress relevant and distinctive innovationSource:Instagram;Internet Search;https:/ Circana Growth Leaders Webinar 3/21/24.Strategically working on who Idahoan reache

44、s,how it reaches them,and the messages that are shared across occasionsIn-store and online,ensuring products are there to suit needed circumstances and occasionsReaching consumers in both traditional and non-traditional venues,e.g.,#MashedinAmericaTour,music festivals,car racing,sports events,etc.Ha

45、ilie Deegan influencerDistinctive innovation to attract audiences of all kindsSingle-serve convenient options for on-the-goLicensing to get into non-traditional flavors e.g.,Idahoan Hidden Valley RanchSuccessful launches with Idahoan Chicken Broth Mashed Potatoes and Idahoan Potato Shreds(Hidden Val

46、ley Ranch;Triple Cheese)Single ServeMulti-packsFamily-size packagingAI supports marketing effectiveness:developing content and copy and ensuring digital is nimble and efficientOver time,AI will embed into operational and supply chains workflows to create efficiencies including sourcing,paying and pr

47、epping the potatoes differentlyGROWTH LEADER PROFILEIntegrated EngagementContinuous NewnessPremium&Value BifurcationEmbedding Responsible AIConsumer RelevancyInherently good quality for value;valuable resource for dinner time Demand creation agenda“Were looking for relevant and distinctive ways to s

48、how up on shelf with products that resonate with new audiences and occasions to almost use innovation as a marketing lever in itself.”Ryan Ellis,VP Retail Marketing&Business Development,IdahoanCircana,LLC|For public use1515Circana,LLC|For public useBeatbox became a growth leader by exercising all th

49、e performance driversSource:Internet Search;Instagram;2023 Circana Growth Leaders Webinar 3/21/24.Build brand via fostering communities(e.g.,music festivals,bull riding,multiple cohorts,etc.)spanning multiple demographicsGrow word-of-mouth via influencers and brand ambassadors;6,000 super fans provi

50、ding consumer feedback and rewarded with merchFocus flavors on“instantly recognizable,classic flavors with a kick”;fuse with limited editions and new flavorsIntroduce 1-2 products per year to keep shoppers and retailers engagedLimited edition Creator Series,e.g.,Avril LavigneRecipes to freeze and/or

51、 mix for a different experienceManage affordability:no price increase since launchSold in single-serve and six-flavor variety pack:New flavor introductions in variety packsEarly stages:start with optimizing workplace efficiencyExpecting to expand quicklyGROWTH LEADER PROFILEIntegrated EngagementCont

52、inuous NewnessPremium&Value BifurcationEmbedding Responsible AIConsumer RelevancyCritical pack and placement as single-serve,ready-to-drink;cold vault idealGrounded in authenticity“Consumers dont want to hear from us how cool we are.They want to hear from their friends and the people they look up to

53、.We want to empower our super fans to spread the love of Beatbox around the country.Were on what feels like the 15th iteration of our brand ambassador program,and its ongoing,but theres lots of tools out there to empower folks.”Justin Fenchel,Co-Founder/CEO,Beatbox BeveragesCircana,LLC|For public us

54、e1616Multi-faceted unified marketing tripled Poppi buyers in 2023Source:How Poppi Is Reshaping Soda Culture for Gen Z and Millennials,Forbes March 2024.Circana Receipt Panel Omnichannel.INTEGRATED ENGAGEMENT:2023 GROWTH LEADER EXAMPLE16Circana,LLC|For public use360 Marketing:bright-hued,vibrant sign

55、ature lookMedia:digital,billboards,and major TV streaming;most-watched commercial at Super Bowl 2024(29.1M viewers)doubled household penetration for the brandCommunity/Lifestyle:culturally relevant messages,sponsorship in tennis and pickleball Social:influencers and celebrity fans,1B views on TikTok

56、,204M impressions and 2.3M social engagements in 202313 WE 202213 WE 20231.03.13x%of buyers repeating within 13 weeks41.4%40.8POPPI#HH(M)BUYING IN 3-MONTH PERIODSExperiential:interactive pop-ups(e.g.,Poppi Mart)Social:Summer 23#Sodasback campaignCircana,LLC|For public use1717For LOreal,skincare bran

57、ds supported by doctor recommendation and strong social was a winning combinationSource:LOreal CAGNY 2024.Circana POS data ending 12/31/23,MULO plus with Convenience.Momentum continues into 2024 with Super Bowl guerilla marketing campaign featuring Michael Cera Network of 290,000 doctors Nos.1,2 and

58、 4 most-prescribed dermatologist brands Continual education with expert dermatologists Acne Academy,Melanoma Monday,Pick Your Cleanser Strong relationships and advocates via social engagement Influencers#CeraVePartner.#LaRochePosayPartner,Safety Brand Partner:Frances Tiafoe Consumer challenges e.g.,

59、SPF everyday,#CleanseLikeaDerm In-store displays20192020202120222023405977251341,0522361,3943611,682591+61%+21%+63%CeraVeLa Roche PosayBrand Sales$MGreatest Gains Driven by Gen ZINTEGRATED ENGAGEMENT:2023 GROWTH LEADER EXAMPLECircana,LLC|For public use1818Bibigo feeds consumers with connected commun

60、ications and consumer-influenced innovationSource:Google Trends.Circana POS data ending 12/31/23,MULO plus with Convenience.INTEGRATED ENGAGEMENT:2023 GROWTH LEADER EXAMPLE18Circana,LLC|For public useNew drizzle sauce products build on momentum from TikTok trends2021202220232024Google Search Trends:

61、BibigoInterest Level vs.PeakSept 2021Multi-year sponsorship of L.A.Lakers announced2022Bibigo integrates into storyline in Netflixs K-drama Business Proposal 2023Viral TikTok trend sees users covering Bibigo dumplings in sweet and spicy toppingsBibigo Sales 2023%Change vs.YADollars:17%Units:18%Circa

62、na,LLC|For public use1919Innovation,addressing differing needs,grows space and volume for Chobani Note:Share of items on self:Avg.weekly items per store selling%of category,based on yogurt category.Source:Circana POS data ending 12/31/23.MULO plus with Convenience.Circana CPG Growth Leaders.19Circan

63、a,LLC|For public useCONTINUOUS NEWNESS:2023 GROWTH LEADER EXAMPLE202120222023384143Chobani Average Weekly Items per Store Selling+3ppts increase in share of items on shelf 2021-2023Innovation Appealing to Different Consumer NeedsHigh ProteinBetter-for-YouPermissible IndulgenceBalance with managing a

64、ffordability and a consistently higher level of promo vs.categoryDrinkables/On-the-GoDairy AlternativeDairy ExtensionsCircana,LLC|For public use2020Circana,LLC|For public useFrequent newness in scents doubled items on shelf in multiple lines for NativeSource:Circana POS data ending 12/31/23,MULO plu

65、s with Convenience.CONTINUOUS NEWNESS:2023 GROWTH LEADER EXAMPLE20Native Average Weekly Items per Store Selling46923626212021120222023DeodorantBody WashShampoo/ConditionerAll Other61223As of 2023,Native has total of 110 unique scents across products,58 of which sold$1M+in 2023Active scent variety is

66、 up to 25+scents for each major product lineLimited edition series including 3-4 scents around holidays,other themes(e.g.,Candy Shop)and licenses(e.g.,Girl Scout Cookies,Baked by Melissa)contribute to newnessCoconut VanillaCucumber&MintSea Salt&CedarEucalyptus MintLilac&White TeaSweet Peach&NectarVa

67、nilla CoconutAlmond&Shea ButterCoconut&VanillaCitrus&Herbal MuskLavender&RoseCoconut&MintSandalwood&Shea ButterAloe&Green TeaVanilla&Cactus FlowerUnscentedSugar CookieCashmere&RainCotton&LilyTop Selling 2023 Native ScentsOrdered by 2023 salesCircana,LLC|For public useCircana,LLC|For public use2121Tr

68、ading down and up;beauty brands win with lower-priced premium product alternativesSource:Circana Complete Beauty,latest 12 months ending February 2024.Brand Tier Trends in Beauty9-8662816101013121218Skin CareFragranceMakeupHairMassMid-rangePrestige0-121-319172146714Dollar Sales%Change vs.YATier Perc

69、entage of Category Dollars60819778543944611814PREMIUM AND VALUE BIFURCATION:2023 GROWTH LEADER EXAMPLEUnit Sales%Change vs.YACircana,LLC|For public use2222Defending and growing premium share based on benefits valued by consumersGrow volume/units maintaining a 20%premium vs.categorySource:Circana POS

70、 data ending 12/31/23,MULO plus with Convenience.PREMIUM AND VALUE BIFURCATION:2023 GROWTH LEADER EXAMPLE 22Circana,LLC|For public use591111365220195120205220215020224920235256626466Dawn Dollar Share of Manual Dish DetergentDawn EZ SqueezeDawn Powerwash SprayCore DawnGreater efficacy,cuts through gr

71、ease fasterLess scrubbingNo messInnovation in scentsAntibacterial use for hands tooCircana,LLC|For public use2323Meeting needs for bulk value,many brands are winning with variety or convenient meal packsSource:Circana POS data ending December 31,2023,MULO plus with Convenience;packaged scan items,ex

72、cluding random weight.Circana Shopper Survey November 2023.2.9%0.2%1.1%0.6%1.6%2.0%2.5%0.5%2020202120222023F&BNonedible CPG%Change in CPG Average Volume per UnitHigh-growth packs are contributing significantly to 2023 Growth LeadersPREMIUM AND VALUE BIFURCATION:2023 GROWTH LEADER EXAMPLEConsumers ex

73、press greatest interest in variety multi-packsCircana,LLC|For public use2424Circana,LLC|For public useOut-of-home experience in the home helped drive growth strength for RaosSource:Internet search;Instagram;Circana POS data ending December 31,2023,MULO+.Engaging consumers digitally and in person at

74、The Saucery by RaosPREMIUM AND VALUE BIFURCATION:2023 GROWTH LEADER EXAMPLE16%Total Premium Spaghetti/Italian Sauce Segment Volume Share in Category+1.8%Premium Volume Share PPT Change vs.YACircana,LLC|For public use2525Growing CPG companies are leveraging AI in various areas to drive efficiency and

75、 productivitySource:Circana CPG Growth Leaders.EMBEDDING RESPONSIBLE AI:SELECT GROWTH LEADER EXAMPLESProduct InnovationMarketing TechniquesDemand ForecastingSupply Chain Management:Inventory PlanningSupply Chain Management:ProductionRetrieve information from social media,search engine logs,click thr

76、ough streams to identify a“predictive need”for consumersDigitize the entire marketing process from idea generation to content creation to implementationIdentify drivers of long-term growth to better predict risks and opportunities through scenario planningGenerate real-time alerts for changes in dem

77、and and on-shelf availability;monitor service levels,fill rates and distribution gapsAutomate production processes and coordinate needs by integrating networks of suppliers,manufacturers,distribution centers and retailers25Circana,LLC|For public useCircana,LLC|For public use2626LOral is using AI to

78、develop new products and marketingSource:LOreal earnings report 2/8/24,Circana CPG Growth Leaders.EMBEDDING RESPONSIBLE AI:2023 GROWTH LEADER EXAMPLEEDUCATION and MARKETING TECHNIQUEBeauty Genius is an AI-powered beauty advisor that gives personalized look recommendations and suggests products.MARKE

79、TING EFFECTIVENESSBETiq,an exclusive LOral tool,measures and improves return on advertising and promotion investment.It generated 10-15%productivity increases for the brands that used it.26Circana,LLC|For public use“This tool now is live in four of our critical markets,accelerating to more markets i

80、n 24,and should cover around 60%of our A&P at the end of this year.”Nicolas Hieronimus,CEO,LOralCircana,LLC|For public use2727Coca-Cola is creating and refining product formulations and marketing initiativesSource:Coca-Cola Creations Imagines Year 3000 With New Futuristic Flavor and AI-Powered Exper

81、ience(September 12,2023),Coca-Cola Invites Digital Artists to Create Real Magic Using New AI Platform,Circana CPG Growth Leaders.EMBEDDING RESPONSIBLE AI:2023 GROWTH LEADER EXAMPLEPRODUCT INNOVATIONCoca-Cola Y3000 Zero Sugar,a limited-edition flavor available in select markets including the U.S.,Can

82、ada,China,Europe and Africa,was co-created with artificial and human intelligence,combining consumers perspectives and AI-gathered insights.MARKETING STRATEGYCoca-Cola introduced an AI platform,Create Real Magic,which combined text generation(GPT-4)and image creation(DALL-E).This initiative produced

83、 unique artwork by leveraging iconic elements from Coca-Colas historical archives.“Creative,media,social and production capabilities are now operating at scale connected by our global network structure.”James Quincey,CEO,The Coca-Cola Company27Circana,LLC|For public use“After leaning into Augmented

84、Reality last year,were embracing the power of AI and continuing to build our companys capabilities in this exciting space.”Oana Vlad,Senior Director,Global Strategy,The Coca-Cola CompanyCircana,LLC|For public use2828Circana,LLC|For public useStaying focused on delighting consumers,customers and empl

85、oyees,P&G is embracing AI if it advances their strategiesSource:2024 Consumer Analyst Group of New York;Jon Moeller,President,CEO&Chairman of the Board.Supply Chain 3.0:Partnering with retailers on the totality of the supply chain end-to-end versus optimizing each piece;using algorithms and machine

86、learning to optimize truck scheduling to minimize time for drivers.3.0 is also assuring higher on-shelf availability.Using AI to optimize fill rates and dynamic routing and sourcing optimization.Improved marketing productivity,more efficiency and greater effectiveness,avoiding excess frequency and r

87、educing waste while increasing reach.Media planning and placement activity using P&G proprietary tools and consumer data to increase effectiveness and efficiency of communications.Disrupting lab-based innovation models to increase the speed and breadth of discovery.EMBEDDING RESPONSIBLE AI:2023 GROW

88、TH LEADER EXAMPLE28Circana,LLC|For public useCircana,LLC|For public use2929Top-performing CPG growth leader brands are tapping into evolving demandsSource:Circana CPG Growth LeadersMulti-Benefit/Convenience ExamplesFun/Indulgence/Lifestyle ExamplesTaste/Quality ExamplesEnergy,Performance,Well-BeingC

89、onvenience/PackagingFun/IndulgenceNostalgia/Comfort/FlavorEthnic ExamplesProtein ExamplesSimple Ingredient ExamplesValue ExamplesCONSUMER RELEVANCY:2023 GROWTH LEADER EXAMPLESCircana,LLC|For public use3030Beverages,and increasingly snacks,drive growth hitting on multiple needs and streamlining nutri

90、tion choicesSource:Circana POS data 52 weeks ending 12/31/23,MULO plus with Convenience.Olipop$180M+257%vs.YA 2-5g sugar per can,supports digestive health,9g fiber per canPoppi$158M+383%vs.YA prebiotics,apple cider vinegar,5g sugar or less,25 calories or less,no fake stuffLifeway$152M+18%vs.YA probi

91、otics for digestion,immunity,high protein,99%lactose-free,30%of daily calcium,AHA good for skin,tryptophan for moodChomps$120M+266%vs.YA 10-12g protein,0g sugar,keto friendly,low-carb,allergy friendly,no fillersPrime$893M+750%vs.YA 10%coconut water,caffeine free,834mg electrolytes,B vitamins,antioxi

92、dantsPremier$1,691M+29%vs.YA 30g protein,160 calories,1g sugar,24 vitamins and minerals,low fatC4$714M+46%vs.YA natural energy,sharpens mental focus,promotes well-being,0g sugar,no artificial colors or flavorsAlani$580M+52%vs.YA nutrition solutions acrossenergy drinks,supplements,protein bars/drinks

93、,coffee drinks,protein powderCONSUMER RELEVANCY:2023 GROWTH LEADER EXAMPLESCircana,LLC|For public use3131Functional ingredients with multiple benefits ease nutrition choices for consumersSource:Circana POS data ending 12/31/23,MULO plus with Convenience;*SPINS MULO+Convenience 52 weeks ending Februa

94、ry 25,2024.26%10%3%19%20%17%52%20202021202220230%Total VMSMagnesium-based VMSVitamins/Minerals/Supplements(VMS)Dollar Sales%Change vs.YAMagnesiums multiple benefits:calming,muscle,bone,joint,sleepTotal products with magnesium*+170%in$and+170%in units58%of magnesium vitamins/minerals/supplements grow

95、th driven by Nature Made31Circana,LLC|For public use329%unit%change vs.YABLUEBERRY|Antioxidant,reduce DNA damage167%unit%change vs.YAARTICHOKE|Lower LDL cholesterol,help regulate blood pressure158%unit%change vs.YAZINC|Boosting immune system,reducing risk of certain diseasesOther Functional Ingredie

96、nts Gaining ImportanceTop Ingredients by Unit Sales Abs.Change vs.YACONSUMER RELEVANCY:2023 GROWTH LEADER EXAMPLESTop Ingredients by Unit Sales%Change vs.YA42%unit%change vs.YAGREEN TEAS&SUPPLEMENTS|antioxidants,anti-inflammatory18%unit%change vs.YACAFFEINE|increased alertness,energy and concentrati

97、on153%unit%change vs.YACIDER VINEGAR SUPPLEMENTS|aid weight loss,reduce cholesterol,lower blood sugar122%unit%change vs.YABRANCHED CHAIN AMINO ACIDS|increase muscle growth,reduce exercise-induced fatigueCircana,LLC|For public use3232Circana,LLC|For public useGrowth opportunitiesfor 2024 and beyond05

98、Execute premium offerings with the right products and messaging;consider and act quickly on strategic investments where necessary06070832Circana,LLC|For public useFind new paths to deliver productivity in supply chain via AI automation;weigh more considerations for product affordabilityElevate speed

99、 and flexibility in inventory and shelf management to optimize availability where consumers are and act swiftly on changes in demand01020304Review and sharpen consumer touch points for consistency,simplicity and distinctiveness in an integrated way down to in-store tacticsFocus on fueling newness bo

100、th big and small:Leverage loyal consumers and/or expert communities;expand reach with the right-to-winIncrease speed and measure consumer engagement by leveraging AI to create targeted marketing messages;improve ROAS with frequent,relevant and digestible contentOptimize price-pack-architecture and r

101、evenue management levers for affordability and value as well as premium opportunityEnsure that joint business plans with retailers embrace occasion-and/or need-based strategies to stimulate demandGiven macroeconomic conditions,driving growth will take a comprehensive multi-point plan covering the th

102、emes in this report to attract,retain and/or gain back consumers into your portfolioCircana,LLC|For public use33Circana,LLC|For public use33Want to learn more?Circana can help.Plus,registered users get new thought leadership from Circanas research,data and analytics experts.Scan the QR code to subscribe,or email us at