CPG-Trends-2024-Key-Innovations-and-Market-Insights CPG-Trends-2024-Key-Innovations-and-Market-Insights

CPG Trends 2024: Key Innovations and Market Insights

In 2024, the Consumer Packaged Goods (CPG) industry is experiencing significant changes driven by evolving consumer preferences and technological advancements. Staying ahead in this dynamic market requires understanding and leveraging emerging trends. Here, we explore the key CPG trends shaping innovation and providing a competitive edge in the market.

CPG Trends in Direct-to-Consumer (DTC) Strategies

Direct-to-Consumer (DTC) strategies have become essential for CPG brands aiming to build direct relationships with consumers. By leveraging online platforms, brands can offer personalized experiences and gather valuable customer data. This approach enhances customer satisfaction and loyalty, making DTC one of the fastest-growing trends in the CPG sector for 2024. Brands embracing DTC can tailor their marketing efforts and increase engagement by utilizing customer insights effectively.

Personalized Consumer Experiences

Today’s consumers demand personalized experiences that resonate with their unique preferences. Advanced data analytics and AI are enabling CPG brands to deliver customized products and marketing communications. Hyper-personalization involves offering tailored product recommendations and personalized packaging, enhancing consumer engagement and loyalty. This trend is expected to dominate the CPG industry in 2024, driving brands to innovate in delivering individualized consumer experiences.

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Health and Wellness Focus

Health and wellness remain a top priority for consumers, leading CPG brands to develop products that cater to these preferences. The demand for plant-based alternatives, organic products, and wellness-focused items continues to grow. In 2024, this segment is poised for continued innovation and expansion. Brands that prioritize health and wellness will attract health-conscious consumers and maintain a competitive edge.

Sustainability as a Standard

Sustainability has become a non-negotiable aspect of CPG innovation. Consumers are increasingly aware of the environmental impact of their purchases and prefer brands that prioritize eco-friendly practices. CPG companies are adopting sustainable packaging, reducing plastic use, and incorporating recyclable materials. This focus on sustainability is essential for brands to remain competitive and meet consumer expectations. In 2024, sustainability will be a standard expectation, not just a trend.

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Technological Advancements

Technological innovation is reshaping the CPG landscape. Automation and AI are being utilized to streamline supply chain operations, enhance demand forecasting, and improve inventory management. Augmented Reality (AR) is also making waves, offering consumers engaging shopping experiences through virtual try-ons and interactive product displays. Brands leveraging these technologies will be able to provide superior consumer experiences and operational efficiency.

Localized Marketing

Localized marketing strategies are becoming more important as brands recognize the value of resonating with local tastes and cultures. By adapting products and marketing campaigns to suit regional preferences, CPG companies can connect more deeply with consumers and drive brand loyalty. Localized marketing involves modifying products, communications, and campaigns to reflect local tastes and cultural nuances, enhancing consumer relevance and engagement.

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Experiential Marketing

Consumers are increasingly seeking experiences rather than just products. Experiential marketing creates immersive brand experiences that foster emotional connections with consumers. This trend is expected to grow in 2024, with brands investing in creative ways to engage their audience through events, interactive campaigns, and digital experiences. Experiential marketing helps brands stand out and create lasting impressions on consumers.

CPG Trends for the Future

Looking ahead, we can predict that the CPG industry will continue to prioritize sustainability and personalized consumer experiences. Brands that embrace technological advancements and innovate in their DTC strategies will thrive. Additionally, the focus on health and wellness will drive new product developments, catering to the growing demand for healthier options. CPG companies must monitor these trends closely and adapt their strategies to stay competitive in 2024 and beyond.

To succeed, CPG brands should emphasize customer-centric approaches, sustainability, and technological integration. By leveraging these key trends, companies can navigate the dynamic CPG landscape and achieve long-term growth and success.

Our Impact

In 1995, our founders embarked on a journey that would disrupt the status quo of the executive recruiting industry. We have been transforming companies and lives ever since.

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9,395

First Round Interviews

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3,000+

Total Placements

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47%

Diversity Placements

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$700M

Economic Impact

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Brent Albertson

CEO, Zing Zang LLC

Non-Alcoholic Beverages
Non-Alcoholic Beverages

“ Our experience with Protis Global has been very positive. They have strong multi-industry CPG experience and understand our business model and standards. They know the difference between an “A-player” and a “B-player” in several functions, and the honesty around that standard helps us move faster. Mike and team set up a great process, especially in early canvassing and vetting that helps our leaders engage at the right time and make decisions fast. ”

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Colin Nolan

Executive Vice President, Mark Anthony Brewing Inc.

Beer, Wine & Spirits
Beer, Wine & Spirits

“Protis Global’s approach to talent acquisition is marked by diligence, transparency, and a genuine dedication to client satisfaction. Their strategic insights and personalized service have made a substantial impact on our organization, ensuring that we always have the best professionals driving our initiatives forward. The team at Protis Global demonstrates a keen ability to identify individuals who not only possess the requisite skills but also align seamlessly with our company culture.”

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Hilal Tabsh

Chief Revenue Officer, Glass House Brands

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Cannabis

“Over the last 10+ years my experience with Michael Bitar and the Protis Global team has been exceptional across multiple industries. Michael and his team work to get to the true needs of my hiring plan and partner with us throughout the process. They understand our business, company culture, what success looks like, and then propose candidates that will produce results while also fitting into our team dynamic. Overall it’s a great team and experience and I would recommend to anyone looking to hire top-notch quality candidates reach out to Protis Global and Michael Bitar.”

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Peter Iglesias

Chief Executive Officer, Bespoken Spirits

Beer, Wine, & Spirits
Beer, Wine, & Spirits

“I highly recommend Protis Global as a top-notch recruiting agency. I have had the pleasure of working with them for the past 15 years, both as a candidate and employer in the Spirits and Wine industry. In my 25 years of experience, I have found Protis Global to be the most efficient and effective recruiting agency I have ever dealt with. Protis Global has consistently come through for me in the clutch, providing exceptional professionalism and execution in job searches and placements. Their dedication to finding the right fit for both candidates and employers sets them apart from other agencies. I have always been impressed by their ability to understand the needs of both parties and successfully connect them in a timely manner.”

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Soley Van Lokeren

SVP, People

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Non-Alcoholic Beverages

“I have been in the field of human resources for over thirty years, in executive level roles both in-house and in outsourced positions. Michael Bitar is my favorite talent acquisition professional with which I have ever worked. He cares deeply about building a relationship with his clients, learning their business, culture, challenges, and truly understanding the needs of a role requisition. His approach is mirrored by the rest of the Protis team, who are courteous, thorough, and who make you feel like you are their only client. Protis successfully delivered hires for our Chief Commercial Officer role and for three key challenging roles (in both Marketing and Sales). They are simply – the best!”

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Brian Kuz

Chief Sales Officer

Food & Snacks
Food & Snacks

“Protis is unique in their go-to-market strategy in that they not only find the right candidate for the role, but they find the right opportunity and company for the candidate. Protis Global looks for people who are ready to make a change...I will continue to recommend Protis Global as one of the best placement agencies in the World, as I have worked on every continent and have dealt with the big executive placement firms and the boutique ones. Protis shines above all, and as long as I am hiring, I will continue to go to Protis Global first, if not exclusively.”

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Chris Hall

CEO, poppi

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Non-Alcoholic Beverages

“Partnering with Protis Global has been a game-changer for poppi. They understood our vision and the unique challenges we faced as a rapidly growing brand. Their expertise in executive search helped us find the right leaders who not only fit our culture but also brought the skills and passion needed to drive accelerated growth. The Protis Global team actively took our feedback and adapted the search so that we could focus on what we do best – creating innovative, healthy beverages that our customers love. They’ve truly become an extension of our team, and we couldn’t imagine achieving our success without the team members they helped us to bring aboard.”

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Chad Palma

President of Sales, Spindrift

Non-Alcoholic Beverages
Non-Alcoholic Beverages

“Michael Bitar and the Protis team have been such a pleasure to work with over the years. Not only do they do amazing work with recruiting but we have also developed a partnership between our two companies. Michael and his team provide a crucial role in reviewing my hiring needs at the beginning of each year. Once the review is complete, Michael begins searching for quality candidates that fit the role and culture for Spindrift. He and his team do an outstanding job of finding the right candidates for the position in need. I highly recommend Michael and the Protis team for your hiring needs.”

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John Sacksteder

President, Mark Anthony Brewing Inc

Beer, Wine & Spirits
Beer, Wine & Spirits

“From the start, the relationship with Protis Global was different than other recruiting firms.  The team had a deeper level of commitment and desire to learn about our business than I had experienced with other firms. Our company was experiencing a time of exponential growth and our staffing needs were complex. We needed very experienced people across every possible function in the Operation and Supply Chain Teams and we needed them in a hurry. The Protis Global Team mobilized quickly and established a methodology to identify strong candidates and work them through the interview process in a professional and timely manner. Their grit, determination, understanding our needs and culture, sense of urgency and drive to exceed our expectations set them apart from the pack.”

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Kathleen Hutchison

Senior National Account Manager at Arla Foods

Food & Snacks
Food & Snacks

Kayla was awesome and very thorough in her vetting of candidates. She understood our brief as we were looking for candidates and helped to weed through those who were not a good fit for the role. 

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Thomas Frisch

Chief People Officer at IJW Whiskey

Beer, Wine & Spirits
Beer, Wine & Spirits

“The team worked quickly and efficiently to find a unique position.”

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Kim Nguyen

VP of Supply Chain at Lallemand

Beer, Wine & Spirits
Beer, Wine & Spirits

Everyone involved was extremely helpful - Gary, Michael, Ben - thank you!! The team didn't only search for candidates based on the job description, but also the qualities that I look for in candidates. 

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Shashank Gaur

VP of Product Technology & Innovation

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Non-Alcoholic Beverages

The interview process was smooth and extremely professional. Ben and team represented me as much as they represented the company. 

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Jeremy Schulman

Regional Business Manager - Foodservice

Food & Snacks
Food & Snacks

Consistent communication, updates, and detailed knowledge of the client. The whole experience was top notch!

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Blake T. Bermingham

Supply Chain Manager

Beer, Wine, & Spirits
Beer, Wine, & Spirits

Very simplistic process finding the right role for the right candidate...keep up the great work! 

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Don Stohrer Jr.

CEO, Arla Foods USA

Food & Snacks
Food & Snacks

“We’ve been a Protis Global client for eight years, and during this time have always appreciated the thoroughness of the recruitment process, as the candidates brought to us have been well-vetted, not only from a competency perspective, but more importantly from a [cultural] fit dynamic. Mike and the team have always been highly engaged to ensure they bring us candidates that match our culture. That’s been critical to the success of the candidates that have landed here by way of our relationship with Protis.”

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