Brandon, a leading consumer packaged goods marketing agency, has released a new research report examining how brand sameness is reshaping consumer behavior across CPG categories.
The study, The Risk of Playing It Safe for CPG Brands, analyzes results from a national survey of 500 consumers and highlights how safe, category-conforming marketing strategies are quietly eroding brand preference and pricing power.
“Brands are betting on what’s measurable and following category norms,” said Cary Murphy, Chief Strategy Officer at Brandon. “It feels safe, but it makes you interchangeable. And interchangeable brands get shopped on price.”
Key insights from the study include:
- 83.6% say brands in a category feel basically the same
- 71% default to shortcuts like price when brands blur together
- 34% choose the lowest-priced option
- 78% say bold packaging has influenced a purchase
The report explores how distinctive branding, packaging, and advertising help consumer packaged goods brands build preference before shoppers reach the shelf.
Download the full study here.
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