We all know that CPG is hurting, but we also know it’s not going anywhere. Unless we all roll up our sleeves and dig into an agrarian renaissance, we will always need consumer packaged goods—that’s not changing unless we all start farming. And I for one do not farm.
What’s changing, then, is where, how, and from whom consumers are getting these goods. Formerly the exclusive territory of CPG titans like Unilever and Kraft, CPG is increasingly fragmented and less monolithic.