Top 5 CPG Digital Advertising Trends for 2025
In the fluid marketing world of consumer packaged goods (CPG), staying ahead of advertising trends is essential for grocery brands that want to better connect with their audiences. Several key developments are shaping CPG advertising strategies as we progress through 2025. Below, we delve into these key trends and offer actionable brand takeaways to enhance your marketing approach in the new year.
1. Omnichannel Continues to Grow, But In-Store is Still King
While e-commerce in the food and beverage sector is experiencing growth, brick-and-mortar shopping remains the preferred choice for 88% of consumers. In 2025, grocery brands must balance an omnichannel approach to integrate online and offline shopper experiences. CPG brands that focus on strategies bridging digital and physical touchpoints will help ensure a cohesive customer journey that caters to the convenience of online shopping while enhancing the tangible benefits of in-store purchases.
Trend Takeaway: In 2025, developing marketing campaigns that drive online engagement while encouraging in-store visits will be key for brands looking to enhance their customer experience.
2. Pre-Shop Precision: Influencing Consumers Before They Buy
Pre-shop is where it’s at for CPGs in 2025! Engaging consumers during this early planning phase significantly increases the likelihood of purchase. Recent survey data indicates that 76.9% of in-store shoppers and 72.1% of online grocery shoppers plan at least 75% of their purchases. Understanding this critical shopping phase puts savvy brands ahead of their competitors, allowing them to influence likely purchasers when they are most apt to add items to lists or carts (an AdAdapted specialty if we don’t say so ourselves!)
Trend Takeaway: Capitalize on these powerful pre-shop statistics by providing contextually relevant advertisements, such as recipe inspiration and meal-planning ideas, to influence decision-making before consumers reach the point of sale.
3. CPG Brands are Pushing RMNs to Improve Offsite Retail Media
Retail Media Networks (RMNs) are doubling down on improving their off-property ad experiences and brands are expecting it. With U.S. offsite media ad spend expected to jump by 61.5% this year, RMNs and brands alike must consider how they are capitalizing on this growth and ad space.
Brands, however, are challenging RMNs to improve the offsite user experience, which can often hinder conversions. To keep shoppers engaged, it is crucial to employ ad solutions that minimize friction and cater to consumers’ preferences. For example, AdAdapted's "Shop Now, Buy Later" feature lets consumers add products directly to their preferred shopping list or cart with a single click, enhancing the consumer experience and boosting conversion rates.
Trend Takeaway: As offsite RMN strategies grow, look to platform partners that offer intuitive, frictionless solutions that can engage high-intent shoppers to help drive more conversions.
4. Leveraging Contextual Recipe Content for Better Engagement
Context is still key for many grocery shoppers, and research shows aligning products with relevant recipe content can significantly influence purchase decisions. Over 59% of consumers across key demographics report that recipes impact the items they add to their grocery lists or digital carts (Source: Pre-Shop Planning Report). By providing valuable, contextually relevant content during the pre-shop phase, brands can foster engagement and inspire product additions, ultimately driving sales (win-win-win)!
Trend Takeaway: Develop unique branded recipe content and place that content in highly contextual places like popular recipe apps and websites. This strategy can inspire busy shoppers during meal planning and increase the likelihood of consumers adding your branded products to their coveted shopping lists.
5. AI Personalization Relies On Quality 1st-Party Data
In this ever-evolving retail landscape, AI-driven personalization is becoming increasingly pivotal. A significant 72% of consumers state they will only engage with personalized messaging, while 63% will not purchase from brands that use poor personalization tactics. With the decline of third-party cookies, first-party data is now king in creating effective personalization strategies. Some platforms (like AdAdapted!) have high-quality, cookie-less first-party data enabling AI to deliver precise AND privacy-compliant personalized recommendations that boost engagement and conversion rates.
Trend Takeaway: Leveraging high-quality 1P data is essential to meeting consumer expectations for personalized experiences and maintaining brand loyalty. Using platforms that provide robust, privacy-compliant data, brands can better use AI to deliver tailored messaging and product recommendations.
Staying attuned to these trends will empower CPG brands to craft strategies that resonate with consumers in 2025 and beyond. To stay ahead, it's essential to focus on three key areas:
1. Pre-Shop Influencing Decisions
Understanding and engaging consumers during their pre-shop phase is crucial. By tapping into first-party data from activities like recipe searches and meal planning, brands can deliver timely, relevant ads that resonate with current consumer interests (not old information), increasing the likelihood of purchase.
2. Retail Media Network Expansion Strategies
As RMNs extend their reach beyond owned platforms, there's a significant opportunity to connect with consumers across various digital channels. Investing in offsite retail media strategies can enhance brand visibility and drive engagement outside traditional ecosystems.
3. AI is Only One Piece of the Puzzle
While AI offers powerful analytical capabilities, its effectiveness hinges on the quality of data it processes. Combining AI-driven insights with robust, privacy-compliant first-party data enables brands to create engaging consumer experiences that lead to measurable results.
Consider partnering with experts in the field to explore how your brand can capitalize on these trends and takeaways in your upcoming marketing strategy. Contact AdAdapted today to learn more!
