22% of CPG companies cite trade promotion funds as their highest priority for increased spending in the next 1-3 years, while a further 34% say this area is a high priority, according to a report released in March 2012 by AMG Strategic Advisors.
A significant proportion also identify product innovation as their highest priority (19%), with an additional 47% citing it a high priority. And assortment optimization also rates highly, with 17% saying it is their highest priority and another 51% claiming it to be a high priority for increased spend.
Data from “The Trend Behind the Spend” indicates that more than half of companies expect to increase their use of shopper marketing programs this year. More than half of current users predict an increase in activity levels for meat (76%), health and beauty care (57%), general merchandise (56%), and dairy (55%), while among non-users half plan to implement a program for meat and natural/organic.