Leading global CPG brands are reviewing their strategic priorities as top-line growth continues to slow down, from 2023. R3’s The Path to CPG Performance 2024 report looks at the marketing strategies of 24 consumer packaged goods companies that presented at this year’s Consumer Analyst Group of New York conference.

Brands featured in the report are General Mills, Coca-Cola, Kraft Heinz, Coty, Mondelēz, Kellanova, PepsiCo, J.M. Smucker, Church & Dwight, Altria, P&G, The Clorox Company, Diageo, Colgate, L’Oréal, e.l.f., Hershey’s, Kenvue, McCormick, Molson Coors, Pernod Ricard, Philip Morris, Reckitt and W.K. Kellogg. Each brand has been rated for their Growth, Marketing, Innovation, and No B.S., using investor presentations, desk research, and proprietary information to inform our assessments.

Four themes affecting CPG companies in 2024:

  • Finding growth beyond pricing
  • Investing in brand-building to develop power brands
  • Increasing ad spend & fine-tuned targeting
  • Pushing innovation to drive efficiency and effectiveness