The Salesforce Consumer Goods Insight Report (2025), based on a mid-2025 survey of 2,400 global decision-makers, shows how the industry is facing challenges but also ready to make exciting changes. Leaders identify rising economic and market volatility (e.g. 57% foresee more instability) and complex new routes to market (52% cite complexity). Key indicators show consumer confidence down 11% year-over-year while household debt is up 3%. In this challenging context, companies remain optimistic about growth, leaning into technology and data-driven strategies.
The report underscores a major digital transformation in consumer goods, highlighting new consumer trends in retail (from omnichannel buying to brand loyalty shifts) as well as evolving retail decision-making trends. For example, nearly all respondents (98%) have felt the impact of shifting economic policies (like tariffs). Many are responding by adjusting sourcing, repackaging products, or relocating operations, rather than simply passing costs to customers, keeping pressure on margins. These findings underscore how evolving consumer trends in retail are reshaping industry priorities.
What’s Going on in the Consumer Goods Industry in 2025?
As per the Salesforce Consumer Goods Insight Report (2025), consumer goods industry the consumer goods industry is going through a challenging phase. Costs are rising, and shoppers are changing how they buy. Instead of simply increasing prices, most companies are choosing to absorb those costs to avoid losing customers, because loyalty isn’t what it used to be. People are switching brands more often and looking for better value. That’s why companies are focusing on running more efficiently and using smarter technology to stay profitable. Selling has also become more complicated, with more channels to manage and higher expectations from consumers. Just being online isn’t enough anymore brands need to offer a seamless, personalized experience across every touchpoint, from websites to social media to apps.
- 74% of consumers switched brands last year
- 50% now buy private-label (store-brand) products
- 52% of leaders say their distribution channels are harder to manage
- 46% of companies sell through online marketplaces
- 44% use direct-to-consumer (DTC) websites
- 39% use B2B self-service portals, which are top revenue drivers
- 53% of shoppers discover products on social media and often buy through apps or messages
Challenges in the Economy and What the Future Looks Like for Businesses
According to the Salesforce Consumer Goods Insight Report (2025), consumer goods companies report growing turbulence in 2025. Key survey findings include:
- 57% of CG leaders foresee increased industry instability over the next year.
- 52% say their routes-to-market have become more complex.
- 54% expect profitable growth to be harder to achieve.
- 54% admit hiring the right talent is more difficult than ever.
- Nearly 98% report exposure to new economic policies or tariffs.
Recent numbers show that retail and consumer goods companies are under pressure because of big changes in the economy. In the U.S., people are feeling less confident about spending, which is down by 11%, while household debt has gone up by 3%. Online shopping is also slowing down, with fewer people buying and spending less per visit. To deal with this, companies are changing how they work: they’re finding new suppliers, redesigning products, and even moving factories. Most are choosing not to raise prices, which is a big shift. Instead of relying on gut feelings, they’re now using data to make smarter decisions. Overall, the industry is in a phase of rethinking and realigning and trying to stay profitable with tighter margins, adjusting how products reach customers, and still investing to stay strong and ready for whatever comes next.
This table shows the big contradiction companies face with AI in consumer goods:
| Top 5 Opportunities | Top 5 Challenges |
| 1. Leveraging AI | 1. Adapting to AI |
| 2. Optimizing trade promotion spend | 2. Supply chain difficulties |
| 3. Shift to digital marketing | 3. Customer acquisition costs |
| 4. Marketing personalization | 4. Changing customer expectations/behaviors |
| 5. Product innovation | 5. Economic and geop |
AI and Digital Transformation in Consumer Goods Industry
The Salesforce Consumer Goods Insight Report (2025) survey finds that AI is clearly the industry’s biggest opportunity (and dilemma). CPG leaders see AI as their top opportunity by far, but also the hardest thing to actually put into action. Why? Because today’s shoppers expect personalized experiences, especially online, and AI is the key to delivering that at scale. That’s why:
- 90% of industry leaders plan to invest more in AI agents
- 89% believe these agents will be essential within two years.
- 74% expect to use generative AI
- 65% plan to adopt agentic AI in that same timeframe.
Many companies are already using AI to forecast demand, manage inventory, and personalize customer experiences. It’s catching on fast across customer service, marketing, digital commerce, and sales teams. Leaders say this shift is part of a bigger digital transformation that is reshaping how businesses run and how they connect with customers. And it’s working 88% believe AI agents will help boost sales, and 85% trust them to make smart decisions on their own when properly managed. From automating trade promotions to helping sales teams and even creating new products, AI is driving a move away from gut-based decisions toward smarter, data-driven strategies.
How AI is Reinventing Operations and Driving Growth in Consumer Goods
The latest Salesforce Consumer Goods Insight Report (2025) reveals that industry leaders are facing two pressing challenges today:
- Operational inefficiencies and workforce burnout
- Outdated promotional strategies delivering poor ROI
From Manual Work to Strategic Roles
Field representatives are a critical link between brands and customers, but their work is often bogged down by repetitive tasks.
- 73% of field reps report feeling burned out, almost double the rate of other roles.
- They spend an average of 11 hours per week on manual, low-value tasks.
- Only 28% strongly agree they have automation tools that effectively support daily work.
AI is changing this. Instead of replacing people, it’s augmenting them—offloading mundane tasks and empowering employees to focus on higher-value work like strategic decisions and customer relationships.
| Key Operational Metrics | Insight |
|---|---|
| 73% | Field reps report burnout from manual work |
| 11 hours | Average time spent weekly on repetitive tasks |
| 28% | Reps with effective automation tools |
| 52% | Leaders expect to hire fewer people due to AI efficiency |
This shift is not just about technology but a strategic reinvention of the workforce model: smarter roles, empowered teams, and more efficient operations.
Smarter Promotions for Measurable Growth
The industry’s approach to trade promotions and pricing is being reinvented. Traditional tactics—once a significant budget item—are proving ineffective.
- 70% of leaders say Revenue Growth Management (RGM) is now more critical than ever amid uncertainty.
- Yet, only 16% feel they are fully leveraging dedicated RGM software and tools.
The most effective tactic by far? AI- and data-driven personalized offers, which lead the way in ROI.
| Promotion Tactic | % of Leaders Ranking as #1 for ROI |
|---|---|
| AI- and data-driven personalized offers | 46% |
| Loyalty programs | 31% |
| Digital coupons and rebates | 22% |
| Direct-to-consumer exclusive promotions | 20% |
| In-store displays and end caps | 19% |
This signals a clear shift in retail decision-making trends: companies are moving from broad; manual offers toward real-time, analytics-backed promotions that improve conversion rates and basket size. The report highlights that nearly all consumer goods leaders (92%) plan to implement autonomous AI agents in the next two years.
Personalization, Loyalty, and Marketing Trends
Salesforce Consumer Goods Insights report (2025) findings show brands are responding to fickle shoppers by doubling down on personalization and digital marketing. Key takeaways:
- 74% of consumers switched brands in the past year, and 52% of CG leaders say it’s harder than ever to maintain loyalty.
- 70% of consumer goods companies report they are investing in personalization more than ever.
- On the consumer side, 53% now find products via social media (vs. 43% in 2023), and 25% make purchases on social platforms.
- Reflecting this shift, 70% of CG marketers plan to increase their social media spend.
Meanwhile, growth in direct-to-consumer (DTC) sales and loyalty programs has flattened, illustrating the ongoing digital transformation in consumer goods. The report notes DTC revenue share held around 35%, and most major brands (about 73%) now run loyalty programs. The overall picture is clear: consumer trends in retail are moving towards digital discovery and personalized experience. Companies are shifting marketing investment toward digital and social channels (where many shoppers now live) and away from one-size-fits-all tactics. These insights confirm that data-driven engagement are not just price promos they’re becoming essential for retail decision-making.
Strategic Takeaways
In sum, the Salesforce Consumer Goods Insights report (2025) highlights four strategic imperatives for retail executives:
- Invest in AI and automation. Nearly all CG leaders see AI agents as critical for future growth, freeing human talent for higher-value work.
- Strengthen data and analytics. Companies report low confidence in their data quality, yet 89% agree AI outputs are only as good as inputs. Robust data governance will underpin better decisions and AI results.
- Expand digital channels. The shift toward online marketplaces, DTC websites, and self-service B2B portals is reshaping commerce. These moves illustrate a continued digital transformation in consumer goods, enabling customer-centric engagement while reducing field strain.
- Prioritize personalization and agility. With 74% of consumers switching brands annually, loyalty is no longer guaranteed. Effective retail decision-making trends now emphasize personalized offers, dynamic pricing, and rapid adaptation to shopper behavior.
Overall, the Salesforce Consumer Goods Insights 2025 data make clear that fast-paced consumer trends in retail require equally agile and data-driven strategies on the business side. Keeping abreast of these insights will help executives steer through uncertainty toward profitable growth.
Sources: Key findings are drawn from Salesforce’s Consumer Goods Industry Insights Report, 3rd Edition (2025).
