The CPG Online report analyzes the consumer behavior trends that are convincing CPG brands to advertise online, with special emphasis on health and beauty campaigns.
CPG marketers have noticed that consumers are going online to search for and research CPG products, and then discuss them on blogs and social networks. But they are not just looking for promotional offers and coupons—they are buying online. As an example, Forrester Research projects that online sales of health and beauty products will grow from 5.6% of total revenues in 2006 to 14% in 2010.
eMarketer forecasts that by 2011, CPG advertising online will hit $1.8 billion, a compound annual growth rate of 20.9%.
US Online Advertising Spending by CPG Companies, 2006-2011 (billions and % increase/decrease vs. prior year)
Key questions the “CPG Online” report addresses:
- How quickly are CPG ad dollars migrating online?
- What other media spending will decline?
- Where are health and beauty marketers spending their advertising budgets?
- How are consumers using the Internet to find health and beauty products?
- Who is shopping for health and beauty products online?
- And many others…
After years of foot-dragging, US consumer packaged goods (CPG) marketers are now racing online. In fact, in 2007 eMarketer projects that CPG companies will spend $920 million on all forms of Internet advertising, up 33% over 2006.