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

Stephen Whiteside

“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 detergent, dog food, nappies and toothpaste – running ads in the UK.

Forty-six of these brands registered “stable” market share over a five-year period. Super-light buyers – shoppers making five or brand purchases or fewer in this timeframe – represented 77% of their customers and yielded 41% of sales on average.

Zeroing in on the market leaders among this group,...

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