Large CPG brands retain customer loyalty | WARC | The Feed

Customer loyalty to established brands in the consumer-packaged goods (CPG) industry has proved to be robust despite the buzz generated by a new wave of online upstarts, according to a study by the Advertising Research Foundation (ARF), the industry body.

The analysis covered several verticals – including salty snacks, spaghetti sauce and deodorants – in the CPG sector, over a period of up to ten years based on data from research firms IRI and NCSolutions.

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