The sharp uptick of ecommerce sales has forced consumer packaged goods (CPG) manufacturers to re-think their channel strategies. As ecommerce grows, CPG companies are spending billions of dollars to catch up in an arena that many of them largely ignored until recent years. 

Ecommerce is—by far–the fastest-growing sales channel available in an otherwise slow-growing U.S. CPG market. While ecommerce is still a small segment for most CPG categories, manufacturers realize they have to win online to remain visible and relevant to consumers. And winning online must include a presence on Amazon, which has emerged as a significant player in the CPG market.

The 64-page 2019 Online Consumer Packaged Goods Report examines the ways CPG manufacturers are building their ecommerce businesses using strategies that include working with online retailers, selectively selling directly to consumers and collectively spending billions of dollars on strategic acquisitions of upstart brands like razor maker Harry’s Inc. and snack brand Graze. The report also includes the results of an exclusive survey of 510 CPG shoppers about buyers about their purchasing behavior, category favorites and reasons for selecting the online channel over stores.

View the table of contents for full details on what’s included in the report.