4 Ways to Target CPG and FMCG Audiences More Effectively In 2024, digital ad spending by consumer packaged goods (CPG) brands is projected to reach $48.79 billion, making CPG the second-highest spender behind the retail industry. CPG social network spending alone will grow more than 15 percent this year to reach $13.2 billion.
At the same time, competition has never been fiercer in the crowded sectors of CPG and fast-moving consumer goods (FMCG). That means digital ad spend must be allocated wisely if businesses are to gain a competitive edge.
To stand out in the increasingly crowded CPG and FMCG marketplaces, it's essential to connect with the right consumers at the right time. By leveraging high-quality, targeted audience segments, marketers can create meaningful connections with specific shopper groups most likely to need their products and be interested in their brands.
Let’s look at four ways brands can ensure they’re connecting with the right CPG and FMCG shoppers, as well as some specific audience segments that have been proven to drive sales.
1. Connect with Beauty and Cosmetics Shoppers
Beauty and cosmetics shoppers are driven by trends and brand loyalty, often influenced by social media, influencers, and new product innovations. They seek products that align with their lifestyle, from eco-friendly choices to luxury items. Advertisers can connect with this audience by tapping into personalized recommendations, leveraging influencers, and using data to target beauty enthusiasts who have a high affinity for the latest trends. Digital channels such as social media, where they discover beauty tutorials and product reviews, are particularly effective for this audience.
Targeting Tip: Are you a beauty brand looking to reach makeup enthusiasts with your latest eye shadow palette? Consider leveraging an audience segment like “US IRI - Intent - Heavy Purchaser - Cosmetics - Eye.”
2. Connect with Food and Grocery Shoppers
Food and grocery shoppers value convenience and variety, with a keen interest in product quality, health benefits, and pricing. They frequently shop online for groceries—not only for pantry staples but also for fresh produce, organic options, and meal kits. Brands can reach these shoppers through targeted ads on shopping apps and e-commerce platforms that provide real-time promotions based on their purchasing patterns. Personalized marketing that highlights specific dietary needs or local product availability can also resonate with this audience, especially on mobile apps where they often complete their purchases.
Targeting Tip: Looking to reach natural and organic grocery shoppers online? Consider leveraging an audience segment like “US Acxiom - CPG - Health and Personal Care - Likely Diet Choice - Natural or Organic Food.”
3. Connect with Beverage Shoppers
Beverage shoppers are diverse, with preferences that range from premium coffee and artisanal teas to energy drinks and craft beer. They often make purchasing decisions based on lifestyle alignment, such as fitness or social gatherings. To effectively reach beverage shoppers, advertisers can use audience data to target specific lifestyle segments through digital channels like mobile ads, in-app promotions, and streaming services where they engage with content related to their interests. By focusing on moments of consumption, brands can tailor messaging around occasions, like social events or morning routines, to build stronger connections.
Targeting Tip: Looking to connect with beer drinkers who prefer to crack open their cold ones at home? Consider leveraging an audience segment like “US Adstra - Consumer - In-Market Food & Beverages - Alcohol - Type: Beer.”
4. Connect with Pet Supply Shoppers
Pet supply shoppers are deeply invested in the well-being of their pets, treating them as family members and seeking high-quality products that cater to specific pet needs. These shoppers are valuable for brands as they often have a high lifetime value due to repeat purchases. To engage this audience, advertisers can use audience data to personalize ads that focus on pet care tips, new product launches, and discounts for bulk purchases. Digital platforms such as social media and pet care apps are ideal for reaching pet supply shoppers, especially when content is tailored to their pets’ unique characteristics, like breed-specific diets or wellness products.
Targeting Tip: Looking to reach cat owners who favor canned foods over dry foods for their felines? Consider leveraging an audience segment like “US Alliant - Product Propensities - Pets - Wet Cat Food.”
The Audience Guide Every CPG and FMCG Brand Needs
So, how can brands targeting CPG and FMCG audiences optimize their digital ad spending to reach their best customers and prospects online? From driving awareness to engaging consumers in-market, the Eyeota CPG and FMCG Audience Playbook has the personas and profiles you need.
Browse our selection of audience segments built from behavioral, demographics, interests, intent, lifestyle and ownership insights. Activate our audience segments on all major demand-side and supply-side platforms to identify, reach, and engage your best target customers on audio, connected TV, display, digital out-of-home, mobile, and social channels.
Discover addressable digital audience profiles to target your ideal customers such as:
Connect with the Data Desk to request your custom audience targeting strategy today!