IRI’s recession guidelines for CPG brands

IRI, the research firm, has outlined various strategies that can assist consumer-packaged goods brands as they respond to the on-going COVID-19 pandemic and related economic downturn.

The horrors of COVID-19 continue to play out across the world, reshaping not just how people live, but how they go about maintaining their day-to-day well-being.

And, in that quest for normalcy, consumer-packaged goods (CPG) marketers may have “received a gift” from the pandemic, according to Jennifer Pelino, evp/media at research and analytics provider IRI.

More specifically, she argued, “increased brand penetration” is one consequence of widespread lockdowns, stockpiling by consumers, and a dramatic spike in at-home dining. And such a trend has largely not been attributable to any traditional form of marketing savvy.

“That gift is … one that...

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