5 CPG Marketing Trends Driving Growth For Shopify Brands
- Mahesh Balakrishnan
- May 29
- 3 min read
New competitors enter the consumer packaged goods (CPG) industry every day, meaning a good CPG marketing strategy is essential to stand out.
Discover the latest CPG marketing trends influencing customer behavior to make your campaigns more effective.
The Trend: Personalized Customer Experiences
Personalized customer experiences are an important CPG marketing trend. A one-size-fits-all approach won’t inspire customer interest or loyalty. Instead, CPG customers expect personalized marketing materials, website experiences, and product options.
Product quizzes create personalized customer experiences. For example, Function of Beauty customers can take a quiz to discover their unique hair, skin, or body care regimen. Users can then purchase a subscription for beauty products tailored to their needs on the quiz results page.
The Trend: Data-Driven Marketing
Data-driven marketing is another key CPG marketing trend. It involves gathering and using data to inform marketing decisions and support personalized customer experiences, including targeted digital ads based on customer demographics, abandoned cart emails, or personalized content created with user data.
Gather customer data by conducting CPG market research, like customer surveys, focus groups, and audience research tools. Look at analytics across your website, social media platforms, and email marketing tools to learn more about how customers interact with your brand online. Or, use product quizzes.
An engaging quiz encourages customers to share information about themselves and their product needs. Discover your audience’s primary motivations, their problems, and product preferences. This zero-party data can then inform your CPG marketing strategy, allowing you to segment your audience and send personalized marketing materials.
Data-driven marketing makes campaigns more relevant and more likely to resonate with the target audience.
The Trend: Sustainability
Sustainability is rising up the list of priorities for CPG shoppers. 78% of consumers say that a sustainable lifestyle is important to them, and 60% are willing to pay more for a product with sustainable packaging. Products making ESG-related claims are achieving faster growth than those without.
Share your ESG efforts with consumers via your CPG marketing. Use product quizzes to showcase key product features (including sustainability credentials) on the result page, using detailed product descriptions or pop-ups. Then, include questions within your quiz like “How much does sustainability matter to you?” or “What matters to you in a product?” to see how your audience views sustainability.
The Trend: Omnichannel Strategies
Omnichannel shopping experiences are seamless and friction-free. Consumers enjoy a smooth purchasing journey across different devices, marketing channels, and shopping locations.
For example, many CPG stores now have in-store pickup kiosks to allow shoppers to buy online but collect their purchases in person. Customers should also be able to switch between smartphone, laptop, and tablet versions of a website without losing their place or needing to repeat information.
Marketing materials should also seamlessly continue the customer journey, supported by integrated data shared across all channels to provide a complete view of each customer’s interactions and preferences.
SKOON, a Shopify skincare brand, achieves this by integrating its Visual Quiz Builder quiz with Meta Pixel and Klaviyo email marketing software. They use quiz data to create a seamless experience, targeting consumers with ads and emails tailored to their needs and stage in the customer journey.
The Trend: Subscription Programs
Subscription programs are another of the biggest CPG marketing trends and a key part of many DTC experiences. They benefit customers (offering free shipping, product discounts, and personalized experiences) and help brands build deeper, longer-term relationships with those customers.
Subscription examples include personalized kits, “subscribe and save” models, and product bundling (which helps brands to introduce new products and seasonal items).
Semaine Health, a hormonal supplement brand, promotes a subscription option on the product recommendation quiz result page. It highlights the savings customers can make by subscribing and gives shoppers control over the frequency of their subscription.
Grow Your CPG Brand With VQB
Visual Quiz Builder makes it easy to build branded product recommendation quizzes for your Shopify website. Gather zero-party data to learn more about your consumers, personalize the customer experience and your campaigns, and put these CPG marketing trends into action.
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