Traditional Relationship Between Retailers and CPG Brands is Shifting -- Market Talk

Dow Jones03-31

1323 ET - Consumer packaged goods companies need to double down on their relationships with key retailers as dynamics shift, according to Deutsche Bank in a note. While retail has historically been local and fragmented, decades of consolidation have left a couple of larger, more sophisticated retailers as increasingly strong gatekeepers, a trend that's been amplified by more competitive private-label store brands and direct control over basket-level shopper data, the analysts say. Those dynamics allow retailers to take advantage of AI to optimize their offerings and control digital shopping, as well as run their businesses more efficiently, they say. As a result, "the best path to outperformance for many CPGs will be through the formation of deep, data-driven partnerships with these leading retailers--partnerships that can be best secured and sustained through scale," the analysts say. (kelly.cloonan@wsj.com)

(END) Dow Jones Newswires

March 30, 2026 13:23 ET (17:23 GMT)

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