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.

Why it matters

The consumer-packaged goods industry has been disrupted by direct-to-consumer players, as well as offerings that are focused on health and wellness. These...