The Consumer Packaged Goods (CPG) industry is increasingly targeting the Internet user as their area of growth. Last year the overall online marketing budget for the industry grew to $288 million, 36.6 percent larger than 2006.
According to Lisa Philips, eMarketer Senior Analyst and the author of the new CPG Online: Food & Beverages Party On report, the reason is "Because food and drink is becoming an online staple for consumers who are searching the Internet for healthy eating tips and recipes, as well as for products they see advertised in other media."
In contrast to other marketers, CPG companies don't spend as much on paid search as others do because they do more branding, direct response and sponsorships. Consumers in the industry make a lot of their decisions based upon coupons and in-store sales than anything else, so paid search isn't as critical.
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