Catalina Gives Update on Predicted Hot CPG Categories
Shopper intelligence leader Catalina has released new research that shows how CPG categories predicted to boom during the decade are faring now.
In early 2020, the firm released a study projecting that CBD products, plant-based products, and premium pet food would rank among the decade's hottest-selling CPG categories. 2.5 years later, the categories are still doing well.
"We regularly take these deep dives into shopping data to help our retailer and CPG customers better understand what makes their shoppers tick, how their purchase behavior is evolving, and what products they are buying across other categories,” said Sean Murphy, Chief Data & Analytics Officer at Catalina. “In fact, our platform contains over 1,700 audiences allowing us to help formulate precise and targeted marketing messages that measurably drive sales.”
Catalina reported that CBD products will continue to grow, with more product launches likely to happen in the beverage category. Due to increased availability of CBD products online and in dispensaries, there has been a shift away from purchasing these products at retail stores.