Examples of CPG for Retailers

For retailers, staying competitive means understanding the products that consistently bring customers back. Consumer packaged goods (CPG) are the backbone of every grocery store, pharmacy, and convenience store, offering items that households rely on daily. But what exactly qualifies as a CPG, and which products stand out in terms of sales, customer loyalty, and market trends? Whether you’re a store owner expanding your shelves or looking to optimize your inventory, this post dives into examples of CPG, their importance, and how to choose the right ones for your business.

What Are Consumer Packaged Goods (CPG)?

Consumer packaged goods (CPG) refer to items consumed daily by average customers, such as food, beverages, cosmetics, hygiene products, and cleaning supplies. These items typically have a short lifespan, are consumed quickly, and require frequent replenishment. Key characteristics of CPG include:

• Frequent Purchase: Shoppers buy these goods routinely, often weekly or monthly.
• Quick Consumption: Products like snacks or toiletries are meant for short-term use.
• Competitive Branding: With so many options available, companies rely heavily on branding and advertising to maintain customer loyalty.

Examples of CPG highlight their accessibility and routine nature. Unlike durable goods like cars or washing machines, CPG items are significantly lower in cost and are essential for day-to-day living.

Examples of CPG Categories for Retailers

Below, we’ve broken down some of the most prominent CPG categories with concrete examples.

1. Food & Beverages

Food and beverage products have a rapid turnover, making them staples for nearly every retailer. Various factors, such as dietary habits, convenience, seasonal trends, and economic conditions, influence the frequency of purchases for different food and beverage items in Europe.

Examples of CPG

• Snacks like Lay’s Chips and KIND Bars. Savory snacks are currently the leading snack subcategory in Europe, with 57% of consumers buying them in the last twelve months.
• Frozen Meals from brands such as Iglo or Dr. Oetker. The European frozen food sector was valued at approximately €75 billion in 2024, with an expected annual growth rate of 4-5% over the next five years.
• Beverages like Coca-Cola, PepsiCo, Starbucks, or other bottled drinks.
• Canned Goods: Progresso soups, Campbells, or Heyday canned beans.

2. Personal Care Products

Everyday hygiene and beauty items are an essential draw for shoppers and are often impulse purchases. Collaborations between beauty brands and retailers focus on creating immersive shopping environments. Interactive displays, such as virtual try-on stations or personalized beauty consultations, engage customers and encourage longer store visits.

Examples of CPG

• Toiletries: Dove soap, Pantene shampoo, and Colgate toothpaste.
• Cosmetics: Maybelline and L’Oréal products.
• Over-the-Counter (OTC) Medications: Tylenol, Advil, and Emergen-C.

3. Household Products

Cleaning supplies and other household essentials see consistent demand year-round. Germany’s home and laundry care sector was valued at around $6.63 billion, leading the European market.

Examples of CPG

• Cleaning Supplies: Windex, Clorox, and Method cleaners.
• Paper Goods: Bounty paper towels and Charmin toilet paper.
• Batteries: Duracell and Energizer.

4. Pet Care Items

Retailers shouldn’t ignore the booming pet care category, as pet owners consistently invest in their furry friends. Pet owners consistently spend on their pets’ food, grooming, and health. Consequently, retailers benefit from a loyal consumer base willing to invest in quality pet care products.

Examples of CPG

• Pedigree dog food and Fancy Feast cat food.
• PetCare Rx supplements.
• Eco-friendly brands like Earth Rated (biodegradable waste bags).

5. Health & Wellness Products

The global push for healthier lifestyles has catapulted health and wellness items into a top-performing CPG category.

Examples of CPG

• Vitamins and Supplements: Spring Valley or Olly.
• Non-Prescription Remedies: Zyrtec, Band-Aid, or Vicks Vaporizers.
• Protein Shakes & Bars: Quest Nutrition and Gatorade Protein.

Why Are CPGs Important for Retailers?

In 2024, the European CPG market was valued at approximately $1.37 trillion and is projected to reach $1.93 trillion by 2035, with a compound annual growth rate (CAGR) of 3.18%. This significant market growth highlights the undeniable importance of Consumer Packaged Goods (CPG) in the retail industry. CPG companies produce the everyday essentials that consumers rely on, creating a win-win situation for retailers.

1. Consistent Revenue Streams

CPG products are the backbone of steady retail sales, with their fast turnover ensuring a constant cash flow for retailers. These essential, everyday items are purchased repeatedly, keeping shelves stocked and customers coming back for more. For global giants like Coca-Cola, this means sustained demand for their iconic beverages, from Coca-Cola and Diet Coke to Dasani water and Monster energy drinks. Due to their broad reach and high-turnover nature, Coca-Cola’s products are staples in retail, fueling consistent sales and driving continuous cash flow. Similarly, with its powerhouse brands like Dove and Hellmann’s, Unilever enjoys the same benefits. In 2024, Unilever reported a 5.3% rise in underlying sales, partly thanks to its focus on high-turnover essentials. For retailers, these repeat purchases aren’t just good business—they’re the foundation of a reliable, long-term strategy for success.

2. Diversification and Product Portfolio

Consumer Packaged Goods (CPG) companies offer a broad spectrum of products across various categories, including food and beverages, personal care, and cleaning supplies. By partnering with CPG brands, retailers can diversify their product offerings, ensuring they cater to a wide range of consumer needs. This collaboration creates a significant competitive edge, particularly for supermarkets and convenience stores, where the convenience of having diverse products under one roof enhances customer satisfaction and drives repeat business.

Unilever, one of the world’s largest and most recognized consumer goods companies, has formed a strategic partnership with Amazon, mainly focusing on the online retail space. This collaboration is crucial for both companies, as it taps into the rapidly growing trend of online shopping. As of January 2025, Unilever identified Amazon as one of its most valued e-commerce retailers. The partnership aims to ensure that Unilever’s diverse product range is easily accessible to consumers on Amazon’s extensive online platform, making it more straightforward for customers to discover and purchase trusted brands like Dove or Hellmann’s.

3. Data Sharing for Improved Sales Forecasting

Collaboration between CPG companies and retailers extends to data sharing, enhancing sales forecasting and inventory management. PepsiCo, for instance, collaborates with major retailers to share purchase data, aiming to improve demand forecasting and supply chain efficiency. This partnership helps retailers optimize inventory levels, reduce stockouts, and align product offerings with consumer preferences.

Overcome Challenges in the CPG Space

While CPGs are a retail staple, maintaining profitability and customer satisfaction requires adaptability. Common challenges include:

• Supply Chain Issues: Balance fast restocks with high demand by leveraging dependable suppliers.
• Price Sensitivity: Competitively pricing products is key, especially for essentials.
• Evolving Customer Desires: Regularly research and adapt to emerging trends.

Final Thoughts on CPG for Retailers

From pantry staples to personal hygiene, the CPG category represents one of the most dynamic opportunities for retailers. Stocking the right products and staying ahead of customer expectations can position your business for consistent growth and loyalty.

Want to stay ahead of the competition? Monitor evolving trends and invest in data-focused solutions to elevate your inventory. Whether it’s by offering top-performing private-label goods or tapping into the digital CPG revolution, there’s always room to innovate and grow.