Navigating the Changing CPG Landscape with Consumer Connection: Your Trusted Recruiting Partner
The consumer packaged goods (CPG) industry is in the midst of rapid transformation. From shifting consumer values to sweeping regulatory changes, brands are being challenged to reinvent how they operate and who they hire. At Consumer Connection, we specialize in helping CPG companies build the teams they need to stay ahead of the curve.
Here’s a look at the major shifts reshaping the industry right now — and how partnering with an expert recruiting firm can position your company to thrive.
The “Make America Healthy Again” (MAHA) Movement
Consumer and regulatory pressure is mounting to remove synthetic colors, artificial sweeteners, and ultra processed ingredients from products. Food conglomerates that once dominated grocery shelves are now being forced to reformulate or risk falling behind.
What this means for hiring: Companies need R&D, food science, and regulatory affairs talent who can lead reformulation efforts while ensuring compliance. At Consumer Connection, we connect brands with specialized professionals who can accelerate this critical transition. Our Food & Beverage Recruiters, Natural Foods Recruiters, and Natural Products Recruiters support companies driving this change.
The Decline of Legacy Dominance
Big legacy players like Kraft Heinz, P&G, and Unilever are seeing their market positions squeezed by emerging brands that emphasize authenticity, transparency, and health. Consumers are rewarding brands that align with their values and challenging older players to rethink their strategies.
What this means for hiring: Established CPGs are competing for entrepreneurial thinkers, brand builders, and digitally savvy marketers. We excel at sourcing talent from both disruptors and blue chip firms who can bring fresh energy to legacy organizations. Our Consumer Products Recruiters, CPG Recruiters, and Shopper Marketing Recruiters help identify leaders who can bridge both worlds.
Restructuring, Spin Offs, and M&A
Major companies are restructuring to sharpen focus and cut costs — Kraft Heinz, for example, is splitting into two separate entities. This wave of M&A and spin offs is reshaping the industry landscape.
What this means for hiring: Periods of transition demand strong operational leaders, integration specialists, and change management experts. Our Supply Chain & Operations Recruiters and Category Management Recruiters help companies identify leaders who can stabilize and grow during restructuring.
Margin Pressures: Pricing, Tariffs, and Global Costs
Rising commodity costs, shifting tariffs, and tax changes (like India’s GST adjustments) are forcing companies to reassess pricing and packaging strategies while protecting margins.
What this means for hiring: Companies need finance, supply chain, and procurement talent who can build resilient cost structures. We find candidates with the experience to balance profitability with competitive pricing, through our network of CPG Recruiters and Supply Chain & Operations Recruiters.
Value Driven Consumers
While inflation has eased, consumers are more deliberate in their spending and increasingly seek value, quality, and wellness. Premium brands must now prove their worth.
What this means for hiring: Brands must cultivate marketing and insights teams who can deeply understand and anticipate consumer behavior. Consumer Connection places experts through our Shopper Marketing Recruiters and Beauty Industry Recruiters, ensuring brands can elevate positioning and build consumer trust.
Tech, Data, and AI as Growth Engines
AI, predictive analytics, and digital commerce are transforming how CPG companies operate — from demand forecasting to personalized marketing and omnichannel inventory planning.
What this means for hiring: Companies are building out data science, eCommerce, and digital operations teams. We specialize in recruiting tech forward talent who can accelerate digital transformation within traditional CPG environments, through our eCommerce Recruiters and Emerging Brands Recruiters.
Sustainability and ESG Pressures
Packaging and environmental regulations are tightening, with companies expected to reduce virgin plastic use, improve recycled content, and meet ESG goals.
What this means for hiring: ESG, sustainability, and packaging engineers are in high demand. Our network includes seasoned professionals who help companies design sustainable systems and hit ambitious targets, supported by our Natural Products Recruiters and Category Management Recruiters.
