CHICAGO— Circana has released its 13th annual 2024 U.S. CPG Growth Leaders report, spotlighting the consumer packaged goods companies leading the charge in growth, innovation, and consumer engagement across the United States.
This year’s report reveals a decisive shift in the industry: smaller CPG companies and private labels are rapidly gaining ground by embracing consumer-centric models, agile strategies, and value-based innovation. The report also introduces Circana’s proprietary “5 Cs of Success” framework, which outlines the key drivers behind today's most successful brands.
“As the industry continues to evolve, our research underscores just how critical it is for CPG leaders to stay agile, consumer-focused, and purpose-driven,” said Sally Lyons Wyatt, global EVP and chief advisor at Circana. “These findings provide a roadmap for driving success in 2025 and beyond.”
The “5 Cs of Success” Framework
Circana’s analysis pinpoints five core strategies helping CPG leaders outperform their peers:
- Community Connections: Winning brands are engaging with increasingly fragmented consumer groups, leveraging social platforms and real-time feedback to drive personalized experiences.
- Comprehensive Value: Differentiated products that balance quality, affordability, and purpose resonate strongly with today’s consumers.
- Collaborative Growth: From co-branding to exclusive retail partnerships, strategic collaborations are extending market reach and driving innovation.
- Catering to Multi-Pronged Wellness: Leading brands are addressing the harmonized wellness needs of consumers, including for physical, mental, and social well-being.
- Company Culture: Organizations with a shared mission, enhanced by AI-driven innovation and agility, are cultivating positive cultures that sustain growth.
The report highlights a clear trend: brands that invest in personalization, sustainability, and authenticity are winning market share. Examples include Liquid I.V., Good Culture, and e.l.f. Beauty, which have leveraged influencer marketing and viral campaigns to connect with digitally savvy audiences.
Growth leader rankings by revenue tier
- $8B+ Tier:
Leader: Constellation Brands
Also recognized: The Coca-Cola Company, P&G, Unilever, Kimberly-Clark - $2.5B–$8B Tier:
Leader: Celsius
Also recognized: Chobani, Driscoll’s, Ferrara, Froneri Ice Cream - $1B–$2.5B Tier:
Leader: e.l.f. Beauty
Also recognized: Freshpet, Daisy, BellRing Brands, Bausch + Lomb - $500M–$1B Tier:
Leader: poppi
Also recognized: Milo’s Tea Company, Kerrygold, Vital Farms - $100M–$500M Tier:
Leader: Sol de Janeiro
Also recognized: Chomps, Good Culture, BeatBox Beverages
“The 2024 Growth Leaders didn’t just adapt to challenges in the market; they set the pace for innovation,” added Lyons Wyatt. “Whether through strategic use of technology, fostering internal collaboration, or delivering products with unmatched value propositions, these leaders are demonstrating how to achieve sustainable growth.”
Learn more insights from Circana’s 2024 U.S. CPG Growth Leaders report.
