Consumer Packaged Goods (CPG) companies are adapting their investment strategies to align with shifting consumer behaviours, particularly those influenced by pandemic-induced trends and economic concerns. Marshal Cohen notes a prevalent “buy now, wear now, use now approach,” with most CPG categories experiencing demand declines except for prestige beauty. McKinsey & Company observes consumers buying fewer items but shopping more frequently across channels, favouring online and value channels over traditional brick-and-mortar stores. Kraft Heinz increases product distribution in dollar stores and club stores to meet consumer demand for value. PepsiCo invests in “food experiences” for away-from-home consumption. L’Oreal focuses on the sophisticated and demanding Chinese market, while Hershey expands its better-for-you offerings. Unilever responds to price sensitivity among ice cream shoppers by restructuring its leadership and supply chain for increased competitiveness.

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