Seventy-five percent of companies in the consumer products sector are grappling with the complexities of modern trade management, according to a new study from the Promotion Optimization Institute (POI). This significant finding highlights the urgent need for effective strategies in business operations as the report reveals critical insights into the challenges facing the industry.
The recent 2026 State of the Industry Report from POI emphasizes that many firms are hindered by outdated practices, with 81% still relying on manual or semi-manual processes for compliance, restricting their ability to scale efficiently. The report showcases that while Enterprise Planning, Optimization, and Revenue Management (EPx) solutions can yield transformative benefits, 61% of surveyed organizations struggle to execute planned promotions effectively.
Key highlights from the report include:
- 75% of companies report limitations in retail execution due to a lack of integrated digital and offline capabilities.
- Data management obstacles are prevalent, with 50% of respondents citing inadequate data cleansing as a barrier to successful trade promotion optimization.
- A notable 62% of companies have yet to adopt Generative AI, signaling a competitive disadvantage for early adopters in streamlining operations and enhancing growth.
In a shift towards maximizing efficiency, the report suggests the importance of Holistic Enterprise Planning™ as a crucial operational model for consumer goods companies striving for resilience and profitability. According to Pam Brown, Chief Commercial Officer of POI, the focus is moving from merely managing disruptions to enhancing intelligence and enterprise visibility.
The report serves as a vital resource for industry leaders, offering a framework for developing robust enterprise planning strategies that align with evolving consumer behaviors and retailer expectations. The full report is available for download today from the POI website, providing insights that aim to guide organizations in overcoming current trade challenges and positioning themselves for future growth.
