Understanding the drivers of CPG revenue gains | WARC | The Feed

Large firms in the consumer-packaged goods (CPG) sector are more reliant on category growth to boost revenue, whereas market share changes have a greater impact for smaller players, according to a study published in the Journal of Strategic Marketing.

The paper, “A rising tide lifts all boats: the role of share and category changes in managing organic sales growth”, drew on analysis of 189 firms from 39 categories in the CPG industry.

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