According to POI's annual State of the Industry report, companies seeking efficient growth must prioritize automating Holistic Enterprise Planning, strengthening revenue growth management, and leveraging visibility and analytics for omnichannel success.
NEW YORK, Feb. 10, 2025 /PRNewswire-PRWeb/ -- The Promotion Optimization Institute (POI) is the leading resource for holistic enterprise planning, trade management, revenue growth management, pricing, advanced analytics, AI, optimization, data management, retail execution, digital transformation, omnichannel strategy, eCommerce, digital shelf, marketing, retail media investment, and omnichannel measurement. Today, POI released the tenth annual POI 2025 State of the Industry Report.
"POI research demonstrates that companies must adapt and strategically recalibrate organizationally to mitigate economic headwinds, enhance profitability, outpace competition, and navigate global changes to achieve sustainable efficiency and growth," said Pam Brown, author of the POI State of the Industry report and Chief Commercial Officer, POI. "More than a report, this is a strategic imperative—guiding CPG leaders in making informed decisions, advancing transformation, and ensuring long-term competitive strength."
The annual POI 2025 State of the Industry Report utilizes the data and insights from the recent POI 2024 Enterprise Planning, Revenue Growth Management, and Retail Execution Surveys. It represents survey responses from over 130 leading consumer goods manufacturers.
POI research delves into CPG Industry facts, trends, inflation, outlook, C-suite focus, and insights in addition to critical POI State of the Industry Report findings:
- Enterprise Planning, Optimization, and revenue management (EPx) solutions bring transformative results to CPG manufacturers. This is important as 61% of respondents agree that their companies face difficulties executing planned promotions. End-to-end enterprise planning maximizes cross-functional insights to deliver strategic objectives and efficiencies to enable Joint Customer Business Planning.
- When asked about organizational data quality, 40% of respondents noted that proper data cleansing, harmonizing, and staging are holding them back from delivering trade promotion optimization and analytics. To improve revenue growth management effectiveness, 37% of companies said they needed to improve data ownership and management.
- With 67% of organizations yet to adopt Generative AI, forward-thinking companies have a clear opportunity to lead. Early adopters will gain a competitive edge by accelerating execution, optimizing RGM, and driving efficiency, savings, and growth.
- Fifty-one percent of CPG manufacturers state that their headquarters support teams don't have the necessary capabilities to support pricing, trade allocations, and go-to-market strategies.
- Thirty-eight percent of respondents are lagging in adopting retail media. Of these, 21% are still in the early stages of exploring retail media, while 17% have opted not to pursue it.
- Respondents also cited the need for increased focus on Integrated Business Planning to improve coordination of the expected demand and supply forecast. According to respondents, 24% increased net sales, 45% eliminated poor-performing promotions, and 26% had improved forecasting, process improvements, and greater visibility of the business & opportunities/risks.
- Thirty-eight percent of companies are held back from exceptional retail execution because data and insights are not fully leveraged.
- Sixty-one percent of respondents noted that developing a digital practice starts with gaining the necessary digital budgets. Thirty-five percent reported a need for a dedicated digital team, and 30% reflected a need for dedicated analysts. In addition, 42% said that to understand the potential, impact, and ROI of digital enablement, the team needs digital ROI evaluation capabilities.
The 2025 POI State of the Industry Report can assist CPG industry leaders in developing a comprehensive enterprise planning strategy. This includes holistic enterprise planning, omnichannel balance, revenue management, marketing, and supply chain. By implementing these practices and recommendations, businesses can better meet the needs of retailers and adapt to ongoing changes in consumer behavior. The report is available today for download here.
About the Promotion Optimization Institute:
POI brings together manufacturers, retailers, solution providers, analysts, academics, and other industry leaders with the specific objective of collaboratively improving enterprise planning, trade management, RGM, pricing, advanced analytics & optimization, data management, retail execution, digital transformation, omnichannel strategy, eCommerce and digital shelf, marketing and retail media investment strategy and performance, omnichannel measurement, and the distribution of consumer goods.
Members of POI share cross-functional best practices in both structured and informal settings. Additionally, members benefit through our industry alliances, the Certified Collaborative Marketer (CCM) program, share groups, and industry-leading summits around the globe. POI aims to instill a financial and metrics-based discipline not typically found in other trade groups. We encourage and enable breaking down organizational siloes to ensure collaborative, holistic full enterprise planning. The focus is on the consumer/shopper through sales, marketing, and merchandising strategies while leveraging advances in technology. Our POI executive advisory board keeps us apprised of industry needs and helps us provide desired outcomes for members, sponsors, and academia.
For more information, visit www.poinstitute.com or contact:
Michael Kantor Founder & CEO Promotion Optimization Institute (POI) 914-319-7309 [email protected]
Pam Brown, Partner & CCO Promotion Optimization Institute (POI) 707-332-0450 [email protected]
The Certified Collaborative Marketer (CCM) ™ is a trademark belonging to the Promotion Optimization Institute. All other trademarks are the property of their registered owners.
Media Contact
Maya Miller, Promotion Optimization Institute(POI), 1 707-205-9764, [email protected]
SOURCE Promotion Optimization Institute(POI)
Share this article