Consumer Packaged Goods in 2025

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In the recruiting industry, starting the new year right means reflecting on the past and planning for the future – identifying avenues for improvement and forecasting what new challenges and opportunities we are likely to come across.

The consumer packaged goods (CPG) space is one of the most interesting industries to watch due to its reliance on the entire population of consumers rather than a specialized subset. There is no better place to take the temperature of the moment.

Way back when (in late 2023) we took an in-depth look at several trends in the CPG industry and examined the effect those may have on hiring for our clients. With the beginning of another year, now is a good time to reevaluate where things are and where they might be going.

To start, a quick refresher on the CPG industry:

  • Consumer packaged goods are items used daily by average consumers that need to be replaced or replenished regularly. These can include goods such as food, beverages, clothes, makeup, toilet paper, and other household products.
  • Although CPG makers generally enjoy healthy margins and robust balance sheets, they must continuously fight for shelf space in stores. Even well-known companies must continuously invest in advertising in an ongoing effort to increase brand recognition and stimulate sales.

Innovation is Trending in Consumer Packaged Goods

In 2023, we reported, “A renewed focus on company culture, up/ re-skilling and the emergence of AI technology are top of mind across a lot of industries – and that is especially true in CPG.”

In 2025, the skills and knowledge needed to drive the industry are no different, advancing at an unprecedented pace – a focus on innovation, awareness of the competitive landscape and understanding of customer needs continue to keep successful CPG businesses moving forward.

According to PwC: New technologies like generative AI (GenAI) have revolutionized customer journeys. With improved usage data, CPGs can deliver premium personalized offerings that not only build loyalty but also turn loyalty into a growth engine.

To stimulate consumer demand, innovation can be the key. From product enhancements targeting new platforms to packaging redesigns…innovation is extending beyond traditional consumer-focused products to include improvements in distribution and away-from-home solutions.

Today’s industry-leading companies are winning the race to capitalize on opportunities for viral marketing, rapid innovation and market disruption.

AI and Analytics will be #1 in 2025

The consumer packaged goods industry is experiencing tremendous growth, as well as rapid changes. Demographic shifts and dynamic consumer preferences are forcing companies large and small to adapt quickly if they wish to survive.

In addition to e-commerce, data and analytics is shaping the industry in unprecedented ways. A McKinsey study discovered that companies who make decisions based on behavioral insights experience 85% higher sales growth than their peers. Data helps businesses better segment their customers, create marketing messaging, design new products, and explore new growth avenues.

This means that hiring in the CPG space will continue to require a focus on specific skills and specialization within the AI/technology realm; at TZR we also value conditates with strong brand-building experience and a deep understanding of consumer behavior.

Your Reputation Matters More Than Ever

Thanks to the widespread use of Artificial Intelligence technology, simply just doing ‘what we’ve always done’ isn’t going to work. As we noted: The success of your organization in the future relies on the knowledge and expertise of your workforce, especially those that specialize in advanced technologies – like artificial intelligence – and its many strengths (and weaknesses!).

What your organization stands for – and how you message that to the masses – matters. Social media allows for word to spread quickly in good times and bad, and potential employees are listening. Keeping a close eye on how things are going on the inside is essential when it comes to reaching out to hire the best CPG candidates. 

Working in CPG is desirable in 2025

CPG has always been a popular line of work regardless of the shelf the product ends up on. Given the rapid changes in tech, there is constant opportunity for learning and growth. Searching for the right candidate in the right place at the right time is critical.

TZR has a strategy in place to deal with the specific challenges of recruiting in the CPG space that gives you a leg-up both now and in the future. If you’re ready to make a new hire or are talent looking to make a move for the New Year – reach out to us and we can talk through your best next steps in our Talent Zone.

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