The majority of retailers and consumer goods manufacturers have high expectations for their business growth beginning this holiday season and going into 2025, according to the Q4 Advantage Outlook, an industry-leading survey of senior-level executives\u2019 expectations at leading retailers and consumer products companies across the U.S.<\/p>\n
More than 85% of retailers expect to see unit volume growth in their individual business in 2025, while 80% of surveyed manufacturers anticipate unit volume growth, mostly in the 1% to 4% growth range. These projections signal upward momentum in retail sales<\/strong> as businesses prepare for a more optimistic year ahead.<\/p>\n For retailers, enhanced promotions will drive growth, along with increased reliance on private brands and everyday pricing.<\/p>\n \u201cOur analysis suggests an acceleration on promotional activity across channels from last year, with trends almost returning to pre-COVID levels,\u201d says Nico Cattaneo, senior vice president of analytics and operations at Advantage Solutions, which published the report.<\/p>\n Manufacturers anticipate growth from expanded distribution and product innovation. Food manufacturers will rely on distribution and innovation, while non-food manufacturers will lean on e-commerce and brand marketing.<\/p>\n And optimism abounds for a happy holiday season this year: More than 70% of retailers expect unit volume growth and about half of manufacturers predict unit volume growth.<\/p>\n \u201cDrivers for holiday growth are pretty much the same as those for the year ahead. Manufacturers cite expanded distribution and more promotions, while retailers are looking to more promotions and private brands to grow unit volume,\u201d Cattaneo says.<\/p>\n This is where Advantage can step in and help with a wide array of solutions for brands and retailers.<\/p>\n \u201cLed by insights, we help our clients grow distribution, launch successful innovation and optimize promotional spend,\u201d Cattaneo says.<\/p>\n With shoppers continuing to seek value, retailers and manufacturers are taking different approaches to providing it. Manufacturers will focus on multiples and reduced prices while retailers will focus on loyalty program deals and private brands. When it comes to next year\u2019s promotion strategies, manufacturers will focus evenly on depth of discount and frequency, while more than 90% of retailers will focus on depth of discount.<\/p>\n \u201cFor private brands, the reasons expand beyond value to meet different needs and desires for shoppers, such as wellness attributes and seasonal flavors,\u201d says Jean Ryan, vice president of strategic advisory at Daymon, which powers private brand development for Advantage Solutions.<\/p>\n The Advantage Outlook is published quarterly and produced in collaboration with NielsenIQ, as well as a select number of national and regional retailers and manufacturers. Click here to download your free copy of the Advantage Outlook Q4 2024 report.<\/p>\n","protected":false},"excerpt":{"rendered":" The majority of retailers and consumer goods manufacturers have high expectations for their business growth beginning this holiday season and going into 2025, according to the Q4 Advantage Outlook, an industry-leading survey of senior-level executives\u2019 expectations at leading retailers and consumer products companies across the U.S. More than 85% of retailers expect to see unit […]<\/p>\n","protected":false},"featured_media":1037,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"advantage360-category":[47,45],"class_list":["post-2574","advantage360-reports","type-advantage360-reports","status-publish","format-standard","has-post-thumbnail","hentry","advantage360-category-daymon","advantage360-category-outlook"],"acf":[],"yoast_head":"\nPromotions, Private Brands, and Innovation Are Key Growth Drivers<\/h2>\n
Retailers and Manufacturers Define Value Differently<\/h3>\n
Additional Q4 Outlook Highlights<\/h2>\n
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