Consumer Packaged Goods (CPG / FMCG)

Everyday products consumers buy often and use up quickly, like food, beverages, and toiletries; the largest spenders on retail media.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Consumer packaged goods (CPG), also called fast-moving consumer goods (FMCG), are everyday products that people buy frequently and use up quickly, such as food, beverages, toiletries and cleaning supplies. CPG companies are among the largest advertisers and the biggest spenders on retail media, because most of their sales happen through retailers.