How Consumer Insights Drive Sales Growth in CPG

The CPG industry is more competitive than ever. With shifting consumer preferences, new brands entering the market, and changing retail landscapes, brands that rely solely on traditional marketing approaches often struggle to stay relevant. To win, companies need to go beyond product performance data—they must understand why customers buy and what influences their purchasing decisions.

That’s where consumer data comes into play. By leveraging in-depth consumer insights, CPG brands can refine messaging, optimize marketing strategies, and ultimately increase sales. Yet, many brands either underutilize or misinterpret their consumer data, leading to missed opportunities.

At Matz Analytics, we specialize in helping CPG brands turn raw consumer data into actionable strategies that drive measurable growth. This guide explores how consumer insights fuel smarter decision-making and how brands can integrate them into their sales and marketing strategies.

What is Consumer Data in CPG?

Consumer data refers to information collected from customers that reveals their behaviors, preferences, and motivations. Unlike broad market trends or retail performance data, consumer data focuses on the why behind purchasing decisions.

There are two main types of consumer data:

Behavioral Data:

Purchase patterns – Frequency of purchase, repeat buying habits, and average order value.
Channel preferences – Where consumers shop (DTC, Amazon, retail, etc.).
Engagement metrics – Interaction with ads, email open rates, and website behavior.
Price sensitivity – How discounts and promotions affect buying decisions.

Psychographic Data:

Brand perception – How consumers feel about a brand versus competitors.
Product sentiment – What customers like or dislike about a product.
Lifestyle alignment – How a product fits into a consumer’s daily routine.
Purchase motivations & barriers – What convinces or prevents them from making a purchase.

When combined with traditional sales and market data, consumer insights create a 360-degree view of the customer, allowing brands to make data-driven decisions that improve conversions and brand loyalty.

For a deeper dive into CPG data analytics and how it ties into sales and marketing, check out our guide on The Ultimate Beginner’s Guide to CPG Data Analytics.

Why Consumer Insights Matter for CPG Sales Growth

CPG brands that invest in consumer insights see higher conversions, improved brand positioning, and more effective marketing strategies. Here’s how consumer data helps drive sales:

Optimized Product Messaging – Understanding how customers perceive your product helps refine messaging that resonates with your ideal audience.

Higher Ad Performance – Consumer insights allow brands to create more effective paid ad campaigns that target the right audience with the right messaging.

Better Product Development – By analyzing consumer preferences, brands can refine formulations, packaging, and overall product positioning.

Improved Customer Retention – Identifying purchase barriers helps brands address concerns and build stronger customer relationships.

Stronger Retail Partnerships – Retailers favor brands with data-backed consumer insights, leading to better shelf placement and promotional opportunities.

Key Consumer Insights Metrics to Track

Brands looking to integrate consumer data into their strategy should start by tracking these key metrics:

Brand & Product Sentiment:

Customer Satisfaction Score (CSAT) – Measures how happy customers are with a product or brand.
Net Promoter Score (NPS) – Identifies brand advocates and potential churn risks.
Social Sentiment Analysis – Tracks consumer conversations and sentiment on social media.

Purchase Behavior:

Repeat Purchase Rate – Percentage of customers who buy more than once.
Churn Rate – Measures customer drop-off over time.
Customer Lifetime Value (LTV) – Predicts total revenue from a single customer over time.

Engagement & Conversion Metrics:

Ad Click-Through Rate (CTR) – How often customers engage with marketing materials.
Abandoned Cart Rate – Percentage of customers who leave before completing checkout.
Conversion Rate by Channel – Tracks which platforms drive the most sales.

Where Consumer Insights Come From

To collect high-quality consumer insights, brands need to use a combination of direct and third-party data sources. The best sources include:

Surveys & Focus Groups – Direct feedback from consumers about product perceptions, preferences, and barriers to purchase.

A/B Testing & Message Validation – Testing different product descriptions, website copy, and ad messaging to determine what resonates best.

Social Listening & Sentiment Analysis – Monitoring online discussions about your brand and competitors to gauge consumer perception.

Retail & Purchase Data – POS (point-of-sale) data from retail partners that provides insights into buying patterns and trends.

Similarly, one of our recent projects focused on helping a leading beverage company refine their product packaging based on consumer insights. Through A/B testing and direct customer feedback, we identified label improvements that led to stronger brand preference and increased sales.

How Matz Analytics Helps CPG Brands Leverage Consumer Data

Collecting consumer data is one thing—turning it into actionable strategies is another. That’s where we come in. At Matz Analytics, we specialize in uncovering what motivates consumers to buy and how brands can leverage these insights to improve sales performance.

Here’s how we help CPG brands:

Consumer Research & Competitive Analysis – Identifying key purchase drivers and market opportunities.
Messaging & Conversion Optimization – Testing and refining product messaging to improve conversions.
Retail & DTC Sales Growth Acceleration – Implementing data-backed strategies to maximize sales impact.

With the right data, your brand can make smarter, more profitable decisions—without guessing.

Ready to Make Consumer Data Work for You?

The best CPG brands don’t just rely on sales data—they use deep consumer insights to refine their marketing, improve conversions, and drive long-term growth.

If you’re ready to harness the power of consumer data, let’s talk. Book a strategy session with Matz Analytics today and start making data-driven decisions that move the needle.