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CHICAGO – Kellanova, a leader in the consumer packaged goods (CPG) sector, has outlined five key predictions that it believes will redefine the industry's future by 2025 and beyond. As the CPG industry undergoes significant transformation — fueled by technological advances, economic challenges and shifting consumer behaviors — Kellanova's vision highlights opportunities amid disruption and emphasizes the potential for the CPG sector to thrive in a dynamic, technology-driven marketplace.
In recent years, supply chain bottlenecks, inflation and the rise of artificial intelligence (AI) have all reshaped the industry. Despite these challenges, Kellanova's leadership sees a path forward defined by innovation and strategic growth.
Generative AI to revolutionize marketing
According to Kellanova leaders, generative AI is poised to transform marketing. By 2025, companies are expected to scale AI applications, enabling enhanced consumer interactions, automation and predictive analytics.
"Marketers aren't competing with AI; they're competing with other marketers scaling AI faster," said Charisse Hughes, chief growth officer at Kellanova. "Generative AI is a catalyst for growth, enabling personalized, efficient marketing plans that deliver exceptional consumer experiences."
Responsible AI takes center stage
As digital systems become more integral to business operations, responsible AI usage and data privacy will be paramount. Kellanova emphasizes transparency and compliance with data regulations to maintain consumer trust and loyalty.
"Our cross-functional AI Council assesses all AI initiatives within a risk management framework," said Ramesh Kollepara, chief technology officer at Kellanova. "Strong AI guardrails will be essential for industry leaders in 2025 and beyond."
Gen Z and Gen Alpha reshape consumer engagement
The preferences of younger, tech-savvy generations, such as Gen Z and Gen Alpha, reshape how brands interact with consumers. These digital-native groups prioritize authenticity, personalization and seamless digital experiences.
"It's critical for brands to take a digital-first approach," said David Pearson, senior director of global brands at Kellanova. "AI-powered tools, like our digital twins of consumers and the interactive Pringles mascot, enable real-time connections and drive loyalty through innovation."
Trusted data and traceability drive agility
High-quality, traceable data will be critical for making agile, informed decisions. Kellanova's focus on data reliability and transparency is designed to build consumer confidence and streamline operations.
"Our Better Data, Bigger Possibilities Framework ensures data quality and fosters stronger relationships with consumers," said Loretta Franks, chief data and analytics officer at Kellanova. "High-quality data enhances decision making and brand trust."
Collaborations and partnerships become essential
In an era where traditional marketing approaches are losing impact, partnerships and collaborations are gaining importance. By aligning with cultural trends and leveraging data-driven insights, brands can connect more deeply with consumers.
David Lee, senior director of global licensing and cultural marketing at Kellanova, highlighted a successful example: "Our Pringles x Crocs fashion boot collaboration blended fashion, cultural relevance and strategic storytelling to engage consumers globally."
As the CPG industry evolves, technology is becoming a central force across all business functions, from marketing to operations. Collaboration and innovation will be key to unlocking new opportunities and delivering value to consumers.
