Is the consumer packaged goods category seeing the beginnings of a cloud investment boom? - focus - Just Drinks
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Is the consumer packaged goods category seeing the beginnings of a cloud investment boom? – focus

By Nicu Calcea 05 Oct 2021

Is the consumer packaged goods category seeing the beginnings of a cloud investment boom? – focus
Credit: ra2 studio/Shutterstock

The consumer packaged goods industry is seeing changes in cloud investment across several key metrics, according to an analysis of GlobalData figures.

Cloud is one of the key themes across global industries, with the world’s biggest companies completing cloud deals, hiring for cloud roles and mentioning the term in their reports at the start of 2021. GlobalData’s thematic approach to sector activity seeks to group key company information on hiring, deals, patents and more by topic to see which industries are best placed to weather the disruptions coming their way.

These themes are best framed as “any issue that keeps a CEO awake at night”, and by tracking them, it becomes possible to ascertain which companies are leading the way on specific issues and which are dragging their heels.

One area where there has been a decrease in cloud investment among FMCG companies is in the number of deals. GlobalData figures show there were 12 cloud-related transactions in the CPG sector in the second quarter of 2019. By the second quarter of 2021, that number had fallen to four.


Hiring patterns within CPG as a whole are pointing towards an increase in attention to roles related to cloud. There were 3,203 actively advertised-for open consumer roles within the industry in the second quarter of this year, up from 938 in the same quarter last year.

It is also apparent from an analysis of keyword mentions in financial filings that cloud is occupying the minds of CPG companies to a lesser extent. The term was mentioned in 56 company reports of the largest consumer companies in Q2 2021. This represents a decrease on the same period in 2019, when 120 industry filings mentioned cloud.

Cloud is decreasingly fueling innovation in the CPG sector. There were, on average, 82 consumer patents related to cloud granted in the second quarter of 2019. That figure has fallen to 29 patents in the last quarter of 2020.