CPGs Need to Rewrite Their Growth Playbooks in 2024

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Bain & Company’s first annual Consumer Products Report, which hopes to assist the industry in formulating a new playbook for the months ahead. Bain surveyed more than 120 senior consumer products executives around the world on their experience in 2023 and their strategic priorities this year.

In this report, we [Bain] first examine how 2023 has left the industry at a crossroads, then explore the connection between profitable growth and positive stakeholder impact. We [Bain] conclude by looking ahead to the most pressing issues that will shape CPGs’ strategic agendas in 2024 and beyond.

The consumer products sector has enjoyed another year of tremendous growth, but there are telling signs that CPGs need to rewrite their growth playbooks in 2024.