The Digital Future

The Digital Future: A Game Plan for Consumer Packaged Goods

The proliferation of e-commerce and digital expansion has caused many industries to adjust dramatically to the changing landscape of consumer buying habits. Consumer goods companies are now experiencing the same shift.

It is anticipated that digital’s current one percent penetration of the U.S. CPG market will expand to five percent by 2018. Five percent of e-commerce sales is nearly 50% of all projected CPG growth over the next five years. The opportunity for CPG manufacturers is immense!

In an effort to assist the industry in this digital transformation, GMA collaborated with the Boston Consulting Group, IRI and Google to conduct an independent study to assess the following areas:

• Key trends that will reshape the CPG industry over the next five years
• Implications of current trends for CPG companies in the future
• Effectively responding to changes to retain and grow market share

The Digital Future: A Game Plan for Consumer Packaged Goods is now available for download. GMA general members also have exclusive access to a variety of detailed reports and analyses from the study.  Please visit the links below to find out more about the implications of the “digital future” on the consumer path to purchase, prioritizing investments, content management, supply chain operations and more.

To find out how to become a GMA member/upgrade to general membership to receive this and many other exclusive resources, please contact the GMA membership team.

Table of Contents
Download Table of Contents Here


The contents in this report are exclusively available to GMA general members. This executive summary presents the key trends reshaping the CPG sector in regards to digital commerce. The industry is faced with a set of strategic and operational questions including: how deep and fast things will change, who will win and lose, and how should CPG companies adapt to capture growth? These and other key questions facing the industry are explored in this latest research.

Key Trends Reshaping E-Commerce for CPG

Get a deep look into how key technology and industry trends are reshaping the CPG sector. This includes the implications of these trends for CPG companies and the game plan they should pursue in response to defend margins, market share and brand equity.  Learn more by viewing this section of the report here.

Future Scenario of Digital Commerce

Based on the current supply and demand forces driving a shift to digital commerce, we will see an expansion of different digital market places emerge. The CPG industry is at the front lines of this marketplace transformation.  Learn more about how the CPG marketplace will evolve to meet digital demands by viewing this section of the report here.

Path to Purchase

This section goes through the various digital avenues that consumers use in the new age of digital commerce. It highlights key findings from a survey of consumer behavior along the path to purchase for online and in-store purchases. Learn how fragmented e-commerce categorically influences the purchasing pathway for consumers by viewing this section of the report here.

Strategic Response

This section will present a series of strategies for CPG companies to win over consumers in the digital age. Learn more about how digital is not "just a channel", but an all encompassing force that requires a broad set of interventions. Learn more by viewing this section of the report here.


This section defines a framework for CPG companies on how to systematically plan and prioritize digital and e-commerce investments across a full portfolio. The framework presents a series of key questions that are central to developing an integrated strategy and presents compelling examples. Learn more by viewing this section of the report here.

Supply Chain

This section outlines supply chain implications for CPG companies based on a view of potential distribution models that they will need to serve. This includes differentiating between exclusively digital or "pure play" vs. traditional "brick and mortar" retailers and a view of the underlying distribution economics. Learn more by viewing this section of the report here.

Content Management

This section provides an overview of the online approach to delivering product information and disclosure to consumers. It also highlights the key issues for CPG companies to consider and address – both individually, and collectively as an industry. Learn more by viewing this section of the report here.

E-Commerce Functionality to Deliver a Compelling Consumer Experience

This section displays a tool that showcases options and examples of digital functionality investments in order to deliver a compelling consumer experience along the path to purchase. Learn more by viewing this section of the report here.

Organization & Capabilities

This section defines options to help organize for digital & e- commerce and conditions under which each option is best suited. It also addresses questions related to Centers of Excellence (COE) and specifies processes and capabilities required to deliver on digital platforms. Learn more by viewing this section of the report here.

GMA Diagnostic Tool

The accompanying organization diagnostic tool can be used by member companies to gather insights necessary to get started by examining four primary areas: company objectives, existing capabilities, organization structure & culture. Learn more by viewing this section of the report here.