CPG and retail in an ever-changing market

Consumer packaged goods and retail businesses, like many organisations, are navigating a market that is more volatile and complex than ever. Demand patterns are shifting, consumer loyalty looks different and planning cycles that once felt reliable are increasingly outdated.  

Elixirr Partner, Brandon Bichler and Associate Partner, Anya Haarhoff sat down to discuss what this new reality means for leaders across the industry – and why so many businesses are rethinking how they plan, innovate and operate.  

One of the clearest shifts is the move away from predictability. Consumer behaviour is changing faster, influenced by new generations, social media and rapidly evolving cultural trends. Brands can no longer rely on historical patterns on long planning cycles. Instead, they need to balance predictability and agility, with faster decision-making and more responsive supply chains.  

Let’s be clear, loyalty hasn’t disappeared – but it has changed. Consumers are less tied to individual brands and more responsive to relevance, culture and innovation. Challenger brands that move quickly, stay culturally connected and experiment with new formats are often gaining ground against established players.  

For many CPG organisations, this means rethinking how insights, planning and execution come together. Traditionally, consumer insights, marketing and supply chain operated in separated lanes. Today, success increasingly depends on integrating those capabilities so that insights translate into decisions – and into market impact – much faster.  

Technology, including AI, is also accelerating this shift. Rather than being an isolated tool, AI is becoming an enabler of new operating models: automating processes, accelerating content creation, and helping organisations connect data across functions to move from insight to action more quickly.  

But alone – it is not enough. As Brandon and Anya discuss, the organisations that are seeing the greatest impact are those where leadership is willing to rethink ways of working, encourage experimentation and create the conditions for faster innovation.  

In a world that is ever-changing, CPG leaders must balance strategic direction with tactical agility – placing fewer but bigger bets, simplifying portfolios and ensuring their organisations can respond to change in real time.  

Watch the full conversation to hear Brandon and Anya explore these themes in more detail, including how companies can adapt their planning, innovation and operating models to succeed in today’s market.