CPG sales in retail channels grew 2.7% last year, according to the latest Growth Leaders Study from IRI and Boston Consulting Group. This follows a +10.6% spike in 2020. The 2021 numbers are more in line with historical growth, though volume sales remained up 4.3% in 2021 compared to 2019.
Dr. Krishnakumar (KK) S. Davey, IRI’s president of client engagement, noted that the results “demonstrate the beginning of a return to historical consumption trends and behaviors, though demand is elevated from the pre-pandemic period.”
Every year, IRI examines growth leaders among large, midsize, and small CPG companies to determine who’s winning and why. Here are the top 5 in each category for 2021:
Large companies
- Red Bull
- P&G
- Constellation Brands
- Unilever
- Hershey
Midsize companies
- BODYARMOR
- AFC
- The Boston Beer Company
- Lancaster Colony
- Jack Links
Small companies
- Alani
- IMPOSSIBLE™
- goli
- Celsius
- Upfield
IRI notes that pricing, supply chain fulfillment, and omnichannel reach/execution were critical for success in 2021, as was capitalizing on consumer trends including convenience and indulgence. In addition, large and small CPGs took market share from midsized companies, while branded CPGs took market share from private labels.
