Consumer Goods for Similarweb

Consumer Goods Industry Data Needs

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The Value Prop

The Elevator Pitch

what to write

what to say

To navigate the evolving e-Commerce landscape, harnessing accurate and comprehensive digital data is not just an advantage—it is a necessity. Similarweb is the #1 tool for understanding the Consumer Goods landscape, providing unparalleled insights to optimize both online retailer and DTC strategies. Stay ahead of trends and drive growth across all channels with Similarweb.

We are by far the category leader when it comes to understanding the omni-channel landscape.We combine insights on your competitors' performance with online market data—everything from engagement and traffic to conversion rates and on-site search. Our Consumer Goods clients use our data to optimize both online retailer and DTC strategies.

Consumer Goods

CPG: Consumer Packaged Goods

Consumer Goods companies primarily operate on a wholesale* business model, manufacturing & marketing consumer products under its own brand name. They may or may not have a D2C sales channel.Note: CPG is sometimes used to describe FMCG brands, Consumer Goods is all encompassing.

FMCG

Durables

Apparel & Beauty

Examples

The Pitch Deck

Consumer Goods Departments & Teams that use data

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Departments

Category Management

Marketing

Strategy

Data

Sales

Teams

e-Commerce Management

Digital Marketing

ConsumerMarket Insights (CMI) or Strategy

DataScience

Channel Management & Trade Strategy

Category and/orProduct Mgmt

Account & Customer Management

Performance Mktg & Retail Media

Brand Marketing

Expand

Land

WTF did they just say? consumer goods jargon

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Consumer Packaged Goods The term used for FMCG the US, NOT a catch-all for the consumer goods industry

CPG

Product, Assortment, Variant

ProductThese terms are interchangable

Retail Partner The business buying goods at wholesale - NOT the end user. Think Target, Nordstrom, Home Depot, Trader Joe's

Customer

The person purchasing the productThink: a mom (shopper) buying cheerios for their baby (consumer) at Target (customer)

Shopper

The product's end userThink: the baby eating cheerios (consumer), purchased by the mom (shopper), at Target (customer)

Consumer

Annual Vendor Negotiations (Amazon), Joint Business PlansWhen brands re-up their relationships with their retailers

AVN, JBP

Velocity

Distribution

Units Sold

Where products are sold

NPD

Trade Spend

New Product Development

Retail media investment

Introducing Similarweb

Brand Marketing

Personas

Brand Manager

Marketing Manager

ResponsibilitiesTop funnel advertising; develop and execute omni-channel/ integrated marketing campaigns to drive brand and/or product awareness and sales. Maintain brand website and product content.

Digital Marketing Specialist

Campaign Manager

Pain PointsDifficulty in measuring upper funnel performance and brand awareness across channeIs and benchmarking to competitors If marketers can't get the right message in front of the right audience, then they can't achieve effective ROAS, risking budget cuts and blame for poor sales performance

Product fit

How We HelpUnderstanding brand awareness, omnichannel consumer behavior, and competitors' strategy drives effective campaigns

Data UseAudience measurement tools

Apparel & Beauty

Products related to clothing, cosmetics, and personal care, often trendy and seasonal

Driven by brand identity and trends, often utilizing marketing and influencer strategies

Business Model

Product Characteristics

Seasonal and trend-driven items that can vary in price and demand

Sub-Categories

Clothing/apparel, makeup, skin care, high end wellness products

Sales Channels

Sold through drug, department stores, specialty beauty shops, and online platforms

Examples

L'Oréal, Unilever, Adidas

How Coty uses Similarweb

Account Management

ResponsibilitiesOwn account P&L. Manage day-to-day relationships with customers (retailer) and the ‘buyer’ or ‘vendor manager,’ in mos. Negotiate contracts, range assortment and pricing & promotions.

Personas

Key Account Manager

Business Manager

National Account Manager

Sales Manager

Pain PointsBalance sales volume, profitability and inventory; manage top line (revenue) and bottom line (profitability) Not knowing where the maximum opportunity lies in the market.Limited data shared by retailers, lack of visibility into the competitive landscape and how products are performing on shelf.

Product fit

How we helpExternal category and competitive data draws a picture of the market, driving effective strategies

Data UseFirst-party sales data (Qlikview, BW, SAP). Limited data from customers (retailers), primarily consisting of basic share-of-market.

CMI* or Strategy

*Consumer Market Insights

ResponsibilitiesCMI: Analyze consumer and market data to be used by other teams for decision making.Strategy: Use consumer and market data to inform growth and acquisition strategy.

Personas

Consumer Insights Lead

Strategy Analyst

Shopper Marketing Manager

Market Research Analyst

Pain PointsCMI: need to consolidate different types of data, to provide a comprehensive view for decision making and monitoringStrategy: Consolidating dispert data sources to develop a reliable market view

Product fit

How we helpSimilarweb provides the external market view, competitor analysis and consumer behavior insight for effective strategic planning

Data UseMarket research databases, consumer behavior analytics, and competitive intelligence tools to derive insights that shape business strategies. Consumer & industry trends through search, social, and survey data.

Performance Marketing & Retail Media

Budget owned by sales, campaign execution owned by marketing

ResponsibilitiesData-driven advertising generating leads and driving sales through pay-per-engagement campaigns, including retail media. Often involves collaboration with external agencies.

Personas

Performance Marketing Manager

Digital Marketing Manager

Retail Media Lead

Head of Performance Marketing

Pain PointsBudget Allocation Issues: Ongoing competition for budget, compounded by lack of clarity regarding KPIs and R&Rs.Lack of competitive analysis, benchmarking and consistent metricsData Access: Significant amounts of digital data is necessary to execute campaigns effectively.

Product fit

How We HelpBenchmarking advertising effectiveness against competitors and keyword research facilitates effective camapaign targeting

Data UseDigital advertising platforms, performance analytics tools, A/B testing data

Marketing

Responsibilities Manage online and offline marketing. Create brand awareness and drive overall consumer demand; develop marketing strategies, brand & product collateral, and advertising campaigns. Conduct market research.

Pain Points Struggle to measure the effectiveness of marketing campaigns. Need better insights into consumer behavior to inform strategies and media mix modeling.

Data Use Leverage digital data for campaign planning and segmentation, consumer sentiment, brand health, and brand awareness.

Channel Management & Trade Strategy

PLEASE READ:Each channel manager works on a different channel (a combination of retailers). We must customize our outreach, demos, and collateral to align with that individual Channel Manager's P&L.

Personas

Channel Marketing Manager

Sales Strategy Manager

ResponsibilitiesBalances channel strategy across a number of retailers within their defined scope, for example Grocery Retailers or Distributors

Trade Marketing Manager

Channel Development Manager

Product fit

Pain PointsCannibalization: Segregate competitive landscape by channel.Product Assortment: Define optimal products and pricing per channel. Avoid channel-conflict and define exclusivity of products.Data Access: Consistent market view across retailers (customers).

How we helpExternal category and competitive data draws a picture of the market, driving effective strategies

Data UseInternal dashboards and tools to track sales performance across channels, also leverage traditional market research reports.

Durables

Goods that are more expensive than FMCG and intended to last for several years

Business Model

Emphasize quality and durability, often with higher margins and longer sales cycles

Product Characteristics

Higher-cost items that are durable and not purchased as frequently

Sub-Categories

Electronics, appliances, furniture, home & garden equipment and tools

Sales Channels

Available through mass retail, specialty stores, online retailers, and direct sales

Examples

Whirlpool, Samsung, Sony

How Zwelling uses Similarweb

Introducing Similarweb

Strategy

Responsibilities Focus on long-term planning and market positioning by analyzing industry trends and the competitive landscape to develop strategic initiatives. Additionally, create alignment across functions by establishing clear focus areas that guide organizational efforts.

Pain Points Grapple with aligning short-term actions with long-term goals; require comprehensive data to evaluate new opportunities effectively.

Data Use Rely on market research reports, business intelligence tools, and competitive analysis platforms to inform strategic decisions. Consumer & industry trends through search, social, and survey data.

Data

Responsibilities Gather and manage diverse data, ensuring accuracy and building robust infrastructure. They analyze this data to provide insights through reports and predictive models, driving data-driven decision-making and process optimization.

Pain Points Data silos and quality issues hinder holistic views and accurate insights. Securing data, finding talent, and translating insights into action are persistent challenges, especially amidst rapidly changing market conditions.

Data Use Sales, marketing, and supply chain data, alongside customer and market research data, relying on both internal and external souces to build comprehensive data sets.

Watch it done well

Aaron Coury cold call with Acklands-Grainger

Jessica Fischer cold call with Beam Suntory

Category and/or Product Management

ResponsibilitiesManage a category portfolio and launch new products. After launch, channel managers and eComm managers take over for their specific customer segments. Oversee product portfolio strategy, pricing bands, and closely monitoring competitor offerings.

Personas

Category Manager

Product Manager

Product Commercialisation Manager

Category Development Manager

Pain PointsLimited visibility into market size and market share Detailed product and pricing data are hard to find, along with insights into consumer trends and pain points

Product fit

How We HelpProduct level analytics (sales/ purchases / pricing) rolling up to category and market size facilitate successful product launches and increased category P&L

Data UseInternal sales data and online research to analyze competitor products. Historically, there has been low usage of digital data, but this is changing with the growth of eCommerce.

FMCG: Fast Moving Consumer Goods

Fast-moving consumer goods that are sold quickly and consumed frequently.

FMCG is the common term in Europe. In the US, CPG often refers exclusively to FMCG.

Business Model

Focus on high-volume sales with lower price-points, relying on quick turnover

Product Characteristics

Low-cost, high-turnover items that require frequent purchase

Sub-Categories

Grocery, pet supplies, health, personal care and household supplies

Sales Channels

Sold through mass retail, supermarkets, convenience stores, and online platforms

Examples

Coca-Cola, Unilever, Nestlé

How DANONE uses Similarweb

Sales

Responsibilities Take products from central/global category managers and sell them in their market. Own their market/ territory, are closest to the customer (retailer), and set pricing for products in their market.

Pain Points Struggle to understand market trends and consumer preferences; often lack comprehensive, granular (below category level) data for decision-making.

Data Use Mostly access first party data through internal sales analytics platforms and ERP*/CRM systems. Use some traditional reports from market research companies.

ERP: Enterprise Resource Planning System (more common than CRM)

Data Science

ResponsibilitiesData science teams develop predictive models for demand forecasting, optimize marketing spend through analysis, and uncover consumer behavior trends to inform business strategy.

Personas

Data Scientist/Analyst

Data Engineer

Data Governance Manager

Business Intelligence (BI) Developer

Pain PointsThey often grapple with fragmented data silos across various systems, and face challenges in effectively communicating complex analytical findings to non-technical stakeholders for practical implementation.

Product fit

How we helpSimilarweb provides a complete and accurate view of the external market, competitor analysis and consumer behavior. All data is available in raw data feeds.

Data UseThey utilize sales data, website analytics, social media data, and market research, including brand-specific data like online search trends for product lines, and competitor website traffic.

Digital Marketing

ResponsibilitiesTop to middle funnel advertising; develops and executes digital campaigns to drive brand/product awareness and sales.

Personas

Marketing Manager

Digital Marketing Manager

Campaign Manager

Media Manager

Pain PointsCampaign Localization: Tailor campaigns to local audiences for better engagement.Audience Building: Identify and target the right audience to maximize brand reach.Channel Monitoring: Monitor social media, search, and email for real-time insights and optimization.

Product fit

How we helpAccess to audience behavioral data and competitive strategies facilitates effective media planning

Data UseAudience measurement tools

Category Management

Responsibilities Own a category portfolio, responsible for bringing products to market (new product launches). Product ownership is then taken by channel managers and ecommerce managers for their specific customer set. Category Managers own product portfolio strategy, price bands, and closely monitor competitor ranges.

Pain Points Struggle to accurately forecast demand and manage stock levels. Insufficient visibility into market size and market share. Need for more granular data (product and pricing) to make informed category decisions. Limited insight into consumer trends and pain points, which are essential for identifying the right products to launch in the market.

Data Use Utilize internal sales data and online research to analyze competitor products. The traditionally low usage of digital data is changing with the growth of eCommerce. It's essential to stay informed by tracking consumer trends and industry data to adapt to market changes.

eCommerce Management

Budget owned by sales, campaign execution owned by marketing

Personas

ResponsibilitiesP&L ownership for D2C and marketplace (pure players) management. In D2C, all stakeholders are internal, while in the marketplace, stakeholders include both internal and external parties.

eRetail Lead

Head of eCommerce

eCommerce Category Manager

eCommerce Analyst

Pain PointsCreates disruption with existing retailers in terms of pricing, assortment, and cannibalization.Fast pace of eCommerce requires agile operations, and more advanced competitive insights.

Product fit

How we helpExternal market data and understanding of how shoppers move across online channels drives effective strategies

Data UseD2C: website analytics, e-comm metrics, and customer journeyMarketplace: external tools for market share, competitive intelligence, KW analysis and Digital Shelf analytics

Watch it done well

Aaron Coury cold call with Acklands-Grainger

Jessica Fischer cold call with Beam Suntory