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.

Why it matters

Each brand faces unique challenges, but using best practices from numerous companies and categories is invaluable to developing robust strategies.

Key findings

• For...