Our annual state of the industry report examines some of the major issues affecting consumer goods companies as we begin a new decade.

It’s full speed ahead with spending for digital media and e-commerce, according to our 2020 Path to Purchase Trends survey of consumer goods marketing professionals. 

Seventy percent of respondents said their companies have increased investments in digital media and e-commerce compared to the previous year, while pretty much no one said spending in those areas has decreased. Meanwhile, 75% said their companies’ investment in shopper marketing, in-store marketing and consumer promotion has either increased or stayed the same. Even with traditional media – which garnered the most “decrease in investment” responses (27%) – 60% of respondents said spending has either increased or stayed the same.

Budgets are just the tip of the iceberg among the subject matter in our annual Trends report. Conducted in late October 2019, our online survey queried U.S.-based consumer goods marketing executives. We asked them to discuss collaboration, compare Walmart and Amazon, rate their digital media activity, and assess their in-store activity, among other topics.

In this report, you’ll find survey results and analysis by the editors of Path to Purchase IQ. Our report will extend beyond this month into February with a detailed report on retailer digital media platforms.

Here are the other sections of our Trends report:



  • Private Label:



In late October 2019, several thousand U.S.-based consumer goods marketing executives were emailed a questionnaire to be completed online. The names were drawn from Path to Purchase IQ magazine subscribers, Path to Purchase Institute members and others in the EnsembleIQ database, with an emphasis on people with director, manager or senior executive titles.

From those emails, 90 consumer goods marketing executives submitted surveys. Each respondent was entered into a drawing for one of four $100 Amazon gift cards. The survey was administered and the data compiled by EnsembleIQ Research Solutions.


Respondents: Consumer product marketing executives. 

Please source all charts to: the Path to Purchase Institute/Path to Purchase IQ magazine.