CPG trends insight: Top 5 game changers for revenue growth management in 2025

As we look ahead, the consumer-packaged goods (CPG) industry is gearing up for some major shifts in how businesses engage with the market and drive growth. In this article, we’re going to unpack the top 5 CPG industry trends that are on track to enhance promotional strategies and boost revenue in 2025. These trends are about the use of AI and analytics to improve promotions; omnichannel and e-commerce integration; integrated TPx tools, enhanced collaboration with retailers; and holistic CPG business planning. 

Key CPG industry trends transforming how CPG companies deliver business results in 2025 

Let’s take a closer look at these major trends in CPG. We’ll explore their impact and discover how you can leverage them for competitive advantage in the marketplace. 

2025 CPG industry trends #1: AI and advanced analytics for trade promotion optimization 

Artificial intelligence and big data analytics are reshaping the way sales teams optimize promotions, moving beyond traditional methods to a more data-driven approach. These technologies are increasingly being integrated into TPx software. They enhance forecasting accuracy, inform planning decisions, and suggest promotions aligned with planning goals. 

This integration of AI and machine learning into TPx software enables better insights and guides activities. The real power of AI lies in its ability to learn and improve over time. With a foundation of historical data, AI models can predict the success of promotions with increasing accuracy. This continuous refinement process is crucial for companies aiming to achieve the best possible outcomes from their promotional strategies. 

Furthermore, embedded AI’s role in ‘guided planning’ is becoming transformative. It can act as a digital advisor, offering recommendations and enabling teams to simulate and quickly compare various promotional scenarios. This assistance is invaluable for CPG teams in crafting promotions that are not only successful but also profitable. 

In a nutshell, AI and advanced analytics are essential tools for any consumer goods company looking to future-proof their promotional strategies. They provide a strategic edge, ensuring promotions are not just effective today but also continually refined for future success. 
 

2025 CPG industry trends #2: Omnichannel and e-commerce integration 

Omnichannel and e-commerce are becoming increasingly vital in CPG. Consumers now seamlessly transition between online and offline channels. Consequently, it’s essential for CPG companies to view these channels as interconnected rather than separate. By integrating omnichannel strategies with e-commerce, businesses can handle forecasting, promotions, and negotiations more effectively. It also ensures a unified approach that mirrors the consumer’s shopping experience. 

Aligning in-store marketing with the omnichannel experience adds value, making promotions more relevant and impactful. Commercial teams are, therefore, encouraged to embrace a cohesive omnichannel strategy. This approach not only maximizes revenue opportunities. It also meets consumers where they are, creating a more personalized and efficient shopping experience. By doing so, CPG companies can stay ahead in a rapidly evolving retail landscape. 
 

#3: Integrated TPx software  

Integrated TPx software streamlines trade promotion by combining TPM (Trade Promotion Management), TPF (Trade Promotion Forecasting), and TPO (Trade Promotion Optimization) into one tool. It enables CPG teams to move away from outdated methods with their traditional reliance on disconnected systems, disjointed spreadsheets, and manual processes. TPx software also tackles inefficiencies by automating repetitive tasks, freeing up time for higher-value activities, facilitating collaboration, and enabling data-driven strategies. Furthermore, it reduces risks linked to staff changes and scales up promotion handling capabilities. This is thanks to the software’s ability to handle complex data and multiple promotions simultaneously, resulting in: 
 

• Operational efficiency: TPx software enhances operational efficiency, leading to better resource allocation and cost savings. 

• Enhanced retailer relations: Improved execution and faster claim handling prevent issues with retailers, avoiding over- or understocking scenarios. 

• Strategic advantage: The insights provided by TPx software give businesses a strategic edge. It allows them to adapt quickly to market changes and consumer trends. 
   

The best TPx software tools are designed to be highly responsive and data centric. They incorporate sell-in actuals immediately, use sell-out data to update accruals promptly, and also include proof of execution to ensure that promotions are carried out as planned. This level of integration and immediacy in data handling allows for a more dynamic and accurate approach to trade promotion management. Moreover, it ensures that strategies are informed by the most current data available. 

By using these features, CPG companies can keep a real-time pulse on their promotional activities. This allows for swift adjustments and more strategic decision-making. It not only enhances the effectiveness of promotions but also ensures that financial planning is more accurate and reflective of actual market conditions. 

In essence, TPx software is not just a tool for managing promotions. It’s a comprehensive solution that addresses the core operational challenges of CPG businesses, paving the way for more effective trade promotion strategies and stronger retailer relationships. 
 

#4: Enhanced collaboration with retailers 

Enhanced collaboration between CPG companies and retailers is pivotal in today’s market. Research underscores that CPG manufacturers who deepen collaboration with retailers outperform competitors (McKinsey, ‘Power partnerships’: Manufacturer–retailer collaborations that work). A true partnership is essential for aligning promotional strategies, improving execution, and sharing success metrics: 

• Strategic alignment: Collaborative efforts lead to better-aligned promotional strategies that benefit both CPG companies and retailers. 

• Improved execution: A joint approach ensures promotions are executed effectively, maximizing impact and efficiency. 

• Shared metrics: Success metrics are agreed upon and monitored, ensuring both parties work towards common goals. 

Commercial teams should prioritize partnerships with retailers. Having sufficient insight into retailer margin, volume, and promotional attribution is crucial to sit as equals at the negotiation table. This not only enhances promotional effectiveness. It also ensures that both CPG companies and retailers achieve mutual goals, driving growth and profitability for both. 

#5: Holistic business planning 

Holistic enterprise planning (EPx) is the next strategic evolution for CPG companies, emphasizing the importance of long-term, integrated business strategies. EPx leverages increased automation, refined workflows, and shared data insights to guide top executives in steering the company’s future: 

• Long-term steering: EPx enables C-level executives to focus on long-term goals and strategic goals, rather than getting bogged down by short-term factors. 

• Single source of truth: A unified data source ensures that the C-suite’s dashboards are meaningful and actionable. It also allows for deep dives into specific regions, promotions, or retail partners if needed. 

• Trusted AI and Machine Learning: The use of reliable, field-tested algorithms allows executives to be confident in the actions and results of their teams. 
   

Commercial teams and C-level executives should adopt EPx for its ability to offer a comprehensive view of the business. This approach aids in accurate forecasting and optimization. It also allows for contemplation of future actions and directions, helping the entire organization over the long term. 

By focusing on holistic strategies, executives can articulate their vision over years-long timescales. Furthermore, they can plot the necessary steps to achieve their goals, ensuring sustained growth and success for the company. 
 

Leverage CPG industry trends with Visualfabriq 

As we conclude our exploration of the latest CPG trends, it’s clear that the industry is at a juncture. The integration of TPx software and AI, the growth of e-commerce and omnichannel, a focus on partnering with retailers, and the adoption of holistic business planning are not just trends but essential strategies for CPG companies’ future success.  

To stay ahead of the curve, teams must consider adopting advanced TPx solutions such as Visualfabriq. These tools offer both the insights and automation necessary to navigate the complexities of today’s market and drive sustained growth. By embracing these trends and the technologies that support them, CPG companies can actively position themselves to meet the challenges and seize the opportunities of the future. 

Would you like to see the innovative solutions Visualfabriq brings to the table? Then we encourage you to download our Trade Promotion Management brochure and book a demo. 

Let’s not just keep pace with change; let’s lead the charge! Adopt, adapt, and advance with the transformative power of CPG innovation.