The CPG market has changed dramatically since the recession, propelling giants like Procter and Gamble, Colgate-Palmolive and other major brands into fresh thinking. For generations, the CPG audience was a given, a huge pool of American women who could be reliably reached through television advertising on soap operas and full page ads in Good Housekeeping.
To say all that has changed over the past two decades is an understatement. The digital shift of media and most recent recession have altered CPG buying habits, limited the appetite for non-essentials and even introduced men as a marketing target.
As women have assumed a major role in the workplace and middle-class households face more economic pressure, the cash cow for all CPG brands is not so reliable or easy to find anymore.