E-commerce Insights Uncover $1B in Online Growth Potential and Priority Opportunities

A food manufacturer planned to drive 10% of its sales through e-commerce. The client needed to understand how much growth was achievable and where to focus investments to reach its goals.

Circana developed a forecast for the potential of each food and beverage category based on buyer influences. We discovered categories mirroring the in-store environment would rapidly grow online. We also evaluated each category’s potential and mapped it against the manufacturer’s current sales position. The result uncovered high-value opportunities where the manufacturer was best positioned to win.

Our work identified more than $1 billion in online growth potential for the client over the next five years and prioritized its top investment opportunities. We developed a comprehensive set of sales projections by category and customer to guide the manufacturer’s strategic planning. The manufacturer’s existing investments were insufficient to meet its sales goals, but we found that targeted increases could help them bridge the gap