5 minute read


Publically-traded CPG companies have begun sharing more metrics about their digital businesses over the last year, providing insight into digital penetration rates and high-level growth strategies.


Examples include:

  • Nestle held a specific investor seminar in 4Q21 on digital transformation, putting a stake in the ground on reaching 25% digital penetration by 2025 (vs. 12.8% today and 6.5% for the broader FMCG space today). 
  • Conagra indicated its digital business is up 50% on a two-year stack basis, reaching 9.4% of total sales.
  • Campbellโ€™s recently shared its digital sales are now 10% of its total, up 2.5x from before the pandemic. A slide from its recent investor day shown ๐Ÿ‘‡๐Ÿ‘‡๐Ÿ‘‡๐Ÿ‘‡

The disclosure of this digital data mirrors omnichannel retailers providing more granularity to their digital operations, which has been driven by the COVID-19 induced boost to digital sales.

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