CHICAGO — Circana has released its 14th annual 2025 U.S. CPG Growth Leaders report, highlighting the brands and strategies driving performance in a rapidly evolving consumer packaged goods landscape.
The report, which analyzes more than 700 manufacturers with annual sales ranging from $100 million to over $8 billion, underscores a shift toward growth rooted in consumer trust, value and relevance. Retail food and beverage sales increased by 3% in 2025, while non-food categories grew at a slower 2%, reflecting uneven momentum across the sector.
Large-scale leaders included Red Bull North America, Unilever, Kimberly-Clark, L’Oréal and The Coca-Cola Company, all of which posted strong gains in sales and market share. High-growth momentum also came from emerging and mid-sized brands such as Celsius Holdings, OLIPOP, eos Products and Samyang Foods.
Across revenue tiers, performance reflected a broader structural shift in the market. Companies generating less than $1 billion in annual sales, along with private label, continued to gain share, fueled in part by digital discovery and social engagement. Distribution expansion, rather than pricing alone, emerged as a key lever for growth, with leading companies increasing their reach and improving shelf velocity.
“Winning today means putting the consumer first and staying authentic,” said Sally Lyons Wyatt, global executive vice president and chief advisor at Circana. “Brands that build real trust and offer clear value are connecting deeply with shoppers and building lasting loyalty in a highly competitive space.”
Technology and marketing strategy are also playing an increasingly central role. “When you look at this year’s biggest success stories, technology sits at the center,” said Cara Loeys, vice president and industry advisor for Circana. “We see top brands teaming up with AI partners to speed up how they research, create and sell, staying ahead of the rapidly evolving and increasingly informed wants of today’s consumer. Furthermore, leading companies are adopting social-first marketing and community-driven models to forge better relationships with younger households.”
Additional category leaders in the $2.5 billion to $8 billion tier included Chobani, BellRing Brands, Georgia-Pacific and Driscoll's, while Freshpet, Daisy Brand and Pharmavite led among $1 billion to $2.5 billion companies.
The report reinforces several key themes shaping CPG growth in 2025, including the importance of innovation pipelines, strong connections with Gen Z and millennial consumers, and the ability to create new usage occasions through product development and marketing.
Overall, Circana’s findings point to a market in which scale alone is no longer sufficient. Instead, growth is increasingly defined by relevance, agility, and the ability to meet consumers where they are across physical and digital channels.
Submit Your Press Release
Have news to share? Send us your press releases and announcements.
Send Press Release
