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Key Insights from Circana’s 2025 U.S. CPG Growth Leaders Report
Consumer packaged goods companies are crucial customers for packaging suppliers, with market research firm Circana revealing key data for 2025. The report evaluated over 700 CPG manufacturers with sales exceeding $100 million across retail channels.
1. Diverse Pack Size Options
Price pack architecture strategies have become vital to cater to value-conscious consumers, leading to a range of pack sizes from larger value packs to smaller, affordable options. For instance, Kimberly-Clark’s Kleenex brand offers different tiers of tissue products, while Graza’s olive oils come in various sizes for different uses.
Surfside’s ready-to-drink cocktails showcase a strategic pack architecture, offering variety packs for flavor exploration and larger single cans for on-the-go consumption.
2. Rise of Private Label and Smaller CPGs
Retail food and beverage saw a 3% growth in 2025, with private labels and smaller CPGs leading the pack. Private label sales hit a record $283 billion, accounting for 24% of value share in food and beverage aisles.
Private label growth was driven by new products, with packaging companies seizing the opportunity to collaborate with manufacturers and co-packaging businesses.
3. Impact of New Product Launches
Food and beverage brands are innovating rapidly to attract consumers amidst economic challenges and changing preferences. The share of sales from new items slightly increased in 2025, with smaller CPGs seeing a higher percentage of sales from new launches.
With social media driving quick trends, CPG manufacturers are under pressure to introduce new products to stay competitive.