Reaching “super-light” buyers is critical for CPG brand success

“Super-light” buyers, who purchase a brand no more than five times in a five-year period, are typically vital drivers of success in the consumer packaged goods (CPG) industry.

“Super-light” buyers, who purchase a brand only a handful of times, are central to driving long-term success in the consumer packaged goods (CPG) sector.

That finding emerged from a study covering 55 brands in 12 categories – including shampoo, laundry...