IRI finds small, extra-small, and private label CPG manufacturers gain market share in 2020
Channel and category shifts accelerated ongoing consumer transition.
New research from IRI found that small and extra-small CPG manufacturers’ and retailers’ own brands gained U.S. market share over larger players during 2020. Of the CPG industry’s $933 billion of total U.S. sales in measured channels in 2020, large manufacturers collectively lost 1.3 share points, or $12.1 billion in sales, to smaller players due to channel shifts, supply constraints and category shifts.
In 2020, the CPG industry grew 10.3 percent, with smaller manufacturers (including players with annual measured channel sales of less than $1 billion) collectively capturing nearly one-third of that growth, and private label products accounting for roughly 18 percent of growth. These impressive growth rates resulted in smaller manufacturers and private label products gaining 1.1 and 0.2 share points, respectively, from larger manufacturers (companies with measured channel sales exceeding $5.5 billion annually), which captured 34.1 percent of total CPG growth in 2020. Large manufacturers have lost market share in each of the past five years, but still represent 46.7% of total U.S. sales in measured channels.