Industries

Consumer Packaged Goods

DTC, subscriptions and trade tooling that agree with the warehouse.

CPG teams are caught between a brand that wants to move fast and a supply chain that cannot. The work that pays is making the demand signal, the trade spend and the shelf reality visible in one place — then automating the routine decisions that currently consume a commercial analyst’s week.

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Google Cloud for consumer packaged goods

Three fronts: consumer acquisition (Gen AI for Marketing, CDPs), sales effectiveness (Vision AI shelf checks, trade promotion), and connected operations (demand sensing, manufacturing data, SAP on Google Cloud) — plus the sustainability line, which for CPG is a data problem before it is a reporting problem.

01 · Sense

Shipment + POS data · BigQuery

Shipment, consumption and promotion reconciled into one view.
02 · Predict

Demand sensing

A forecast per SKU per site, used by a replenishment planner.
03 · Execute

Vision AI shelf checks · Trade promotion analytics

Availability and promotion lift measured the same way.
04 · Disclose

Sustainability analytics

Packaging and scope 3 with supplier provenance attached.

89.6%: of CPG leaders are accelerating their move to digital platforms; Source: Industry benchmark, paraphrased

SASB CG-HP / FB-FR — Household & Personal Products, Food & Beverage

SASB standards ↗

For CPG, roughly all of the footprint is upstream: agriculture, packaging and the supplier base. That makes scope 3 and packaging the two lines worth instrumenting properly first.

FB-FR-410a.1
Packaging lifecycle

% of packaging recyclable, reusable or compostable by weight

Packaging spec held on the SKU record and rolled up at range review, with supplier declarations attached.
FB-FR-130a.1
Energy management

total energy (GJ), % grid, % renewable

Plant-level metering joined to production volume, giving energy per unit produced.
FB-FR-140a.1
Water management

water withdrawn (m³), % in high-stress regions

Site metering with a stress factor per catchment — the agricultural supply chain usually dominates this line.
CG-HP-000.B
Scope 3 agriculture

upstream scope 3 emissions (tCO2e) by commodity

Supplier-level emission factors attached at the ingredient record, so a brand-level claim has provenance.

Sustainability disclosures, their SASB code, the metric and how we would instrument it
Standard	KPI	Metric	How we instrument it
`FB-FR-410a.1`	Packaging lifecycle	% of packaging recyclable, reusable or compostable by weight	Packaging spec held on the SKU record and rolled up at range review, with supplier declarations attached.
`FB-FR-130a.1`	Energy management	total energy (GJ), % grid, % renewable	Plant-level metering joined to production volume, giving energy per unit produced.
`FB-FR-140a.1`	Water management	water withdrawn (m³), % in high-stress regions	Site metering with a stress factor per catchment — the agricultural supply chain usually dominates this line.
`CG-HP-000.B`	Scope 3 agriculture	upstream scope 3 emissions (tCO2e) by commodity	Supplier-level emission factors attached at the ingredient record, so a brand-level claim has provenance.

Where we help

Demand and trade visibility: Shipment, consumption and promotion data reconciled into one view, so trade spend is evaluated against lift rather than against a plan nobody updates.
DTC and subscription commerce: Storefront, subscriptions, bundle logic and retention flows built to run without a merchandiser in the loop every week.
Shelf and supply signals: Vision-based shelf checks and inventory signals feeding replenishment, so an out-of-stock is caught by a system rather than by a rep in aisle nine.

Working on something in Consumer Packaged Goods?

A 30-minute call is usually enough to work out whether this is a quick win or a rebuild — and we will tell you if it is the second one before you spend anything.

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Calculator

What is trade spend and shelf availability costing you?

Two leaks: promotions that did not pay back, and sales lost while the shelf was empty. Model both.

Indicative

Consumer Packaged Goods

Sales lost to out-of-stock

$11M

Underperforming trade spend: $0
Recoverable / year: $4.5M
Margin improvement: 1.4% %

Annual trade spend 50 $M

1 $M 2000 $M

Average promotion ROI 2.4 ×

0.5 × 8 ×

On-shelf availability gap 7%

1% 20%

Annual retail revenue 320 $M

Model assumptions

50% of the on-shelf availability gap treated as recoverable through demand signals and replenishment.
Trade spend below a 2× ROI treated as underperforming on a sliding scale, capped at 50% of spend.
40% / 30% of each pool treated as addressable with better measurement and execution.

An order-of-magnitude model, not a quote. We will send the version with your real baselines, the assumptions replaced, and the implementation cost netted out.

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