CPG innovation with SAP on Google Cloud

Introduction

Changing consumer expectations. Fragmented competition. Digital disruption. P&L and productivity pressures. These trends are familiar to leaders in the consumer packaged goods (CPG) industry—and all were accelerated by the COVID-19 pandemic.

While levels of uncertainty and anxiety have waned since the height of the pandemic, consumers are not returning to pre-pandemic buying preferences and behaviors. Google Maps data reveals an ongoing preference to stay at home more often, with mobility down in the U.S. by 13%.1 This means more home-cooked meals, more home-based self care, and fewer visits to the retailers that CPG companies have traditionally relied on to drive growth.

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