CPG brands losing power to sameness, report

Brandon, a consumer packaged goods marketing agency, has published a report examining how brand similarity is affecting shopper behavior across CPG categories. The research draws on a national survey of 500 consumers and suggests that safe, category-conforming marketing strategies are reducing brand preference and pricing power.

Cary Murphy, Chief Strategy Officer, Brandon: "Brands are betting on what’s measurable and following category norms. It feels safe, but it makes you interchangeable. And interchangeable brands get shopped on price."

Consumers respond to familiar packaging and branding

The study finds that 83.6 percent of respondents feel brands within a category are largely the same. As a result, 71 percent rely on shortcuts such as price when comparing options, with 34 percent selecting the lowest-priced product.

Distinctive branding and packaging remain influential, with 78 percent of consumers reporting that bold packaging has affected their purchase decisions. The report emphasizes that clear differentiation through branding, packaging, and advertising can help CPG brands establish preference before shoppers even reach the shelf.

The full report can be accessed here

www.brandon.agency

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