Big Food Not Seeing Success in the Digital Era

I've written extensively about the prospects for both retailers and manufacturer brands in the Age of the Participant. It appears the largest manufacturer brands aren't seeing realization to their potential, yet.  Or perhaps the big retailers have successfully countered?

Read on:

http://www.retailleader.com/top-story-trends-top_cpg_brands_languish_in_sales-4691.html

Here is a snippet from the piece:

The top 100 CPG brands aren’t performing well on retail shelves, according to the latest report from Catalina Marketing.

In the 12 months ending June 30, 62 of the top 100 national brands of food and other consumable goods declined in sales dollar volume, by an average of 4.4 percent. Collectively, the 100 saw a drop in sales of 0.8 percent.

For the 38 brands that went up in sales, the average gain was 5.5 percent. However, 90 of the top 100 brands lost market share within their category overall.

Happy Reading,

J.W. Gant