More than half (57%) of marketers in the consumer packaged goods (CPG) sector view online shopping as a primary focus, underscoring its significance in the industry.

Additional insights reveal that 72% of respondents intend to boost spending on digital and video display advertising.

The report emphasizes the importance of omnichannel solutions, with “e-commerce everywhere” identified as the most crucial consumer trend. Among surveyed marketers, 67% plan to invest more in social media, 56% in CTV, and half in TikTok advertising. While 54% plan to increase retail media spending, 43% intend to decrease it.

Print advertising faces a bleak outlook, with only 5% planning to increase spending and 45% planning to reduce it.

Furthermore, the report highlights a disparity between media and creative synchronization, with 94% of CPG marketers acknowledging the need for better alignment. Despite consumers favoring customized experiences, brands tend to prioritize media over creative development.

Regarding Gen AI, marketers express greater interest in utilizing it for data analysis (41%) and market research (29%) than for copywriting (25%) and image generation (12%). The rise of generative AI, particularly ChatGPT, signals a shift in focus and resource allocation.