Dive Brief:

• Food-related Consumer Packaged Goods (CPG) is experiencing disruption within the e-commerce supply chain, reported Forbes Wednesday.
• In a recent survey revealing e-commerce and CPG trends, 39% of those involved in CPG cite e-commerce as a source of order fulfillment, the highest of any industry. 
• Suggestions for shortening the gap between CPG suppliers and e-commerce buyers  include such offerings as consumer direct pallets, an increase in formulate-and-fill-on-demand products and print-on-demand packaging.

Dive Insight:

While grocery-oriented CPG attempts to expand online presence, without certain cues, consumers are still slow to adapt to product availability, despite the increasingly ability to compress the time between demand and delivery for various goods.

Considering the persistent and aggressive marketing employed by many established online items, a more focused strategy for alerting shoppers to deals, savings, or rewards for purchase could help with industry draw, especially in the prepared and fresh foods markets. Since the typical means of encouraging e-commerce grabs involve purchasing impulse, classic CPG now has access to supply chain efficiencies that can deliver these types of perishable products. 

A lack of creativity and an acceptance is creating a technological lag that is currently crippling the CPG market. A more assertive approach is needed to ensure its success within the e-commerce supply chain, as consumers continue to treat digital demand as the new norm.