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Are city shoppers getting secondhand treatment?

CPG companies are overlooking growth opportunities in developed market cities.

OVERVIEW

Many large consumer packaged goods (CPG) players have lost touch with the needs of city shoppers, allowing niche brands to gain market share.

To woo these consumers back into the fold, CPG companies need to adopt a city-specific route-to-market approach. When they do, Accenture Strategy has seen growth as high as 30 percent.

CPG consumption is expected to reach $13.2 trillion by 2025 in developed market major cities, accounting for 60 percent of total CPG consumption in major cities globally.

Those who win in major cities win the growth game.

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KEY FINDINGS

The top 15 cities in developed markets have a growth potential over 3X that of their emerging market counterparts. While absolute dollar growth of shopper spending in emerging market cities is 37 percent higher than in developed market cities, the opportunity is more concentrated in developed markets.

When city shoppers are not offered their own journey map, they migrate to a competitor who will give it to them. The city route-to-market needs to be fine-tuned to liquid shopper expectations, cater to the abundance of physical and digital fulfillment options, and differentiate a company from its competitors.

City shoppers want holistic consumer experiences. City shoppers were early adopters of replenishment subscription-based shopping, ecommerce and other new business models. Globally, city shoppers are more than twice as likely as suburban/rural shoppers to adopt new business models as their dominant or secondary way of purchasing.

New York City shoppers are 3x more likely to purchase via new business models than US shoppers in smaller cities and suburbs

RECOMMENDATIONS

Understand the city shopper journey map.

Understand the city shopper journey map. Develop a dynamic shopper experience model based on needs specific to city shoppers. Remember that the diversity inherent in a single mile in a developed market city can far surpass that of many suburbs.

Build capabilities that support executing a city-specific strategy.

Build capabilities that support executing a city-specific strategy. Establish a salesforce coverage model that targets micro geographic segments, including means to identify “hot zones” with a high concentration of stores and purchasing power.

Partner with providers who can deliver the experience your city shopper wants.

Partner with providers who can deliver the experience your city shopper wants. Partnerships serve to provide new ways to reach and fulfill the needs of your shopper.

LOCAL EXPERT INSIGHTS

How are U.S. city shoppers compared to their global counterparts?


CPG consumption is expected to reach $7.9 trillion by 2025 in U.S. major cities, accounting for 35 percent of total CPG consumption in major cities globally. And New York city shoppers are more than three times as likely to purchase via new business models than US shoppers in smaller cities and suburbs* (*excludes NYC, Greater LA and Miami). Thus, the U.S. opportunity is huge. Companies who adopt new business models in major U.S. cities reflecting a city-specific route-to-market approach will be well-positioned for growth over the next decade.

Joy Peters

Joy Peters

Managing Director – Accenture Strategy, Consumer Goods & Services

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