From Scroll to Shelf: Why CPG Growth Now Starts Online
We now live in a world where 49% of consumers have tried a new product after seeing it on social media and 31% have changed brands based on an influencer’s recommendation. It’s clear that discovery isn’t happening in-store anymore – it’s happening in-feed.
For today’s CPG brands, social isn’t a side tactic. It is the front door to growth.
What’s Fueling the Social Shift in Canada
Three macro forces are changing the game for CPG:
- Value-driven buying: Over 40% of Canadians now buy only the essentials.
- Private label growth: Big brands are being replaced by smart value options — fast.
- Brand loyalty erosion: 57% of consumers say “brand doesn’t matter” — they’ll just buy what meets their needs2024 Consumer Outlook M….
In this climate, your social presence isn’t just a marketing channel. It’s a chance to:
- Tell the deeper story behind your sourcing and ingredients.
- Humanize your supply chain with video and behind-the-scenes storytelling.
- Win moments of trust with fast, context-aware content (especially during inflationary conversations).
CPG Discovery Happens in the Feed, Not the Aisle
This isn’t just a Gen Z thing.
- Boomers, Millennials, and Gen Xers are increasingly seeking product recommendations online.
- 40% of Canadians say they’d accept product suggestions from an AI assistant.
- And platforms like TikTok are shaping which foods, supplements, and drinks show up in people’s carts2024 Consumer Outlook M….
In short: the search engine of food isn’t Google. It’s TikTok, YouTube Shorts, and Instagram Reels.
And if your brand isn’t playing there, your competitor is.
So, What Should CPG Brands Actually Do?
Here’s a simple, high-impact playbook to guide your next 12 months:
1. Start with the story
Revisit your brand narrative and make sure it’s ready for social. What makes you different and how can that be told in 15 seconds? A social media strategy from an agency and help you articulate this.
2. Create “social-first” content
Don’t just adapt traditional ads. Build content specifically for the formats that win: POVs, day-in-the-life, product ASMR, snack hauls, behind the scenes, kitchen hacks, creator collabs.
3. Seed products early
Collaborate with an Influencer Agency to get into niche communities before your launch. Think foodies, moms, wellness creators, and sustainability voices.
4. Plan for agility
Your content strategy should flex weekly. Trends move fast. Your content team, or Content Agency, should be ready to pivot.
5. Track what resonates
Yes, metrics still matter. But it’s not just about views. It’s about saves, shares, stitches, duets, and replies. Those signal community, not just consumption.
Not Just Any Agency Will Do
To capitalize on this shift, CPG marketers need to move beyond static calendars and repurposed ads. They need social media agency partner who know how to build brand ecosystems, not just post content.
Here’s what to look for:
- Builds an always-on brand presence that evolves with trends
- Translates your core brand story into scroll-stopping moments
- Knows how to speak to consumers differently on TikTok than on Meta
- Uses influencers to leverage trust from creators in niche communities (health-conscious moms, eco-aware Millennials, protein-seeking Gen Z)
- Drives product trials and conversions through authentic storytelling
- Scales advocacy, not just impressions
- Creates native, thumb-stopping creative that doesn't feel like an ad
- Understands how to blend performance with brand tone
- Produces content quickly, affordably, and at volume without sacrificing craft
The Bottom Line: Social Is the Battleground for CPG Loyalty
In a time when brand loyalty is on the decline and consumers are increasingly guided by digital-first discovery, social media is no longer just “marketing.” It’s the medium where brands are built, where trust is won, and where the next great product is found.