Australians shift loyalties in consumer-packaged goods brands

Many Australian shoppers (62%) are no longer constrained by brand loyalty when purchasing consumer-packaged goods (CPG) such as food brands, soft drinks and health products.

According to new research from SAP Emarsys, consumer product suppliers are also grappling with growing supply chain disruption, market saturation, and difficulty collecting and integrating first-party data.

This shift is reshaping the CPG industry, urging brands to innovate how they engage with consumers.

With comparison shopping on the rise, loyalty programmes are growing more important, with 31% of respondents joining a new loyalty scheme in 2024.