Light users drive CPG growth
/We’re big believers in reach-based planning because over & over we’ve seen it drive business results. A new study released in 2022 shows that using broad-reaching campaigns to attract “super-light” users is key to brand growth.
Research* was conducted on 55 CPG brands across 12 categories. The study found that “super-light” users (defined as someone who purchased a brand 5 times or less over a 5 year period) are responsible to driving long-term success. These “super-light” users represent, on average, over 75% of unique brand purchasers. And the smaller the brand, the higher the percentage, so this type of user is particularly important for challenger brands.
So what does this mean?
Penetration is more important than retention; trial matters more than loyalty
Mass reach campaigns are most likely to reach occasional buyers
Consistent and continuous messaging will help maximize reach
