--- title: How Direct-to-Consumer Models Are Changing the CPG Playbook description: Direct-to-consumer strategies redefine how CPG brands build loyalty, gather insights, and stay agile in 2025's shifting market landscape. image: https://blog.mdrginc.com/hubfs/pexels-rdne-7363080.jpg --- [![resized-transparent-logo](https://blog.mdrginc.com/hs-fs/hubfs/resized-transparent-logo.png?width=135&height=40&name=resized-transparent-logo.png "resized-transparent-logo")](https://www.mdrginc.com/) - [Who We Are](https://www.mdrginc.com/who-we-are/) - Who We Are - [Our Team](https://www.mdrginc.com/who-we-are/) - [History](https://www.mdrginc.com/who-we-are/history/) - [What We Do](https://www.mdrginc.com/what-we-do/) - Industries - [Healthcare](https://www.mdrginc.com/what-we-do/healthcare-market-research/) - [CPG](https://www.mdrginc.com/what-we-do/cpg-industry/) - [Finance](https://www.mdrginc.com/what-we-do/finance-industry/) - [Media and Communications](https://www.mdrginc.com/what-we-do/media-and-communications/) - 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[System Process](https://www.mdrginc.com/system-process/) - Products - [Brand Tracking](https://www.mdrginc.com/how-we-do-it/brand-tracking/) - [Brand Health Score](https://www.mdrginc.com/brand-health-score) - [Product Innovation Pipeline](https://www.mdrginc.com/how-we-do-it/product-innovation-pipeline/) - [Insights Assessments](https://www.mdrginc.com/cx-insights-assessment-offering/) - [HX Index](https://www.mdrginc.com/healthcare-experience-hx-index) - Capabilities - [Advertising](https://www.mdrginc.com/advertising-research) - [Brand Research](https://www.mdrginc.com/brand-research-2) - [Product Development](https://www.mdrginc.com/product-research) - [Customer Experience](https://www.mdrginc.com/customer-experience-research) - Back - [Our Work](https://www.mdrginc.com/our-work/) - [Blog](https://blog.mdrginc.com/) - [Case Studies](https://blog.mdrginc.com/case-study) - [Thought Leadership](https://www.mdrginc.com/our-work) - [Resources](https://www.mdrginc.com/our-work/resources/) - [Podcast](https://www.mdrginc.com/our-work/mdrg-healthcare-podcast/) - Back [Contact Us](https://www.mdrginc.com/contact/) [Contact Us](https://www.mdrginc.com/contact/) Topic: [Consumer Insights](https://blog.mdrginc.com/tag/consumer-insights) [CPG Market Research](https://blog.mdrginc.com/tag/cpg-market-research) [Brand Strategy](https://blog.mdrginc.com/tag/brand-strategy) # How Direct-to-Consumer Models Are Changing the CPG Playbook by [Margaret Fletcher](https://blog.mdrginc.com/author/margaret-fletcher-mdrg) Apr 24, 2025 12:20:35 PM The rise of direct-to-consumer (DTC) models in the CPG industry isn't just a trend. It's a shift in how brands approach customer relationships, market speed, and brand experience ownership.  This shift matters for marketers and insight leaders at established food and beverage companies. DTC poses a competitive threat but offers elevated clarity and control—the keys to protecting market share and driving stronger consumer engagement. ![pexels-pixabay-160514](https://blog.mdrginc.com/hs-fs/hubfs/pexels-pixabay-160514.jpg?width=4596&height=2628&name=pexels-pixabay-160514.jpg)   ## **Why CPG Brands Are Going Direct**  Selling directly gives brands more than just a different channel. It opens access to high-value first-party data like purchasing patterns, frequency, product pairings, and real-time feedback. These insights help marketers personalize outreach, tailor experiences, and make more confident product decisions faster.  When consumers buy from a brand's site, tracking behavior, tailoring experiences, and spotting new opportunities become easier. ![pexels-karolina-grabowska-4968391](https://blog.mdrginc.com/hs-fs/hubfs/pexels-karolina-grabowska-4968391.jpg?width=6720&height=4480&name=pexels-karolina-grabowska-4968391.jpg)   ## **Subscription Models Are Still Gaining Ground** Subscription models are gaining traction in food and beverage because they meet consumers where they are, offering convenience without sacrificing personalization.   Brands like [Magic Spoon](https://magicspoon.com/) have built loyal followings by delivering better-for-you cereal directly to people's doors, while [Trade Coffee](https://www.drinktrade.com/) matches subscribers with roasts based on their flavor preferences. These brands are making repeat purchases easier by creating tailored experiences that feel intentional and engaging.  The best subscription experiences go beyond product delivery. They tap into content, community, and [customization](https://info.mdrginc.com/mdrg-2025-beverage-trends), giving customers reasons to keep coming back. ![pexels-rdne-7363076](https://blog.mdrginc.com/hs-fs/hubfs/pexels-rdne-7363076.jpg?width=5905&height=3937&name=pexels-rdne-7363076.jpg)   ## **Digital-First Doesn't Mean Digital-Only**  While DTC started online, many food and beverage brands now use physical activations to strengthen the brand experience. Pop-ups, sampling stations, and branded events are helping digital-first brands create offline engagement.  [Olipop,](https://drinkolipop.com/) for example, has expanded into retail while maintaining its DTC channel. This hybrid strategy allows brands to meet customers online, in-store, or somewhere in between. ![olipop crop](https://blog.mdrginc.com/hs-fs/hubfs/olipop%20crop.jpg?width=3948&height=3313&name=olipop%20crop.jpg)   ## **Sustainability And Social Commerce Matter More Than Ever**  Today's food and beverage consumers are driven by values as much as flavor or function.   [Nearly one-third of consumers](https://www.foodandbeverage.business/featured-article/beverage-trends-2024-embracing-sustainability-and-conscious-consumption/) say a brand's ethics and sustainability efforts directly influence their loyalty, making it worthwhile for beverage brands to invest in regenerative initiatives. - Brands like [Coca-Cola](https://www.coca-colacompany.com/) have begun piloting refillable packaging models in select U.S. markets as part of their commitment to reduce waste. At the same time, social commerce is playing an increasingly significant role in how CPG brands reach younger audiences.   - [43.8% of TikTok users in the U.S.](https://capitaloneshopping.com/research/tiktok-shopping-statistics) made at least one social e-commerce purchase on the app in 2024, up 27.3% from 2023, making TikTok the 4th most popular social commerce platform in the United States.  - Brands like [Oreo](https://www.oreo.com/) and [Gatorade](https://www.gatorade.com/) are leaning into this shift by launching limited-edition products and interactive campaigns on TikTok and Instagram, blending entertainment with conversion. ![pexels-cottonbro-5081930](https://blog.mdrginc.com/hs-fs/hubfs/pexels-cottonbro-5081930.jpg?width=6240&height=4160&name=pexels-cottonbro-5081930.jpg)   ## **What To Watch**  DTC models come with challenges. For many legacy CPG brands, going direct means navigating fulfillment infrastructure, customer service expectations, and an increasingly crowded digital marketplace.  However, with the right insights, DTC can offer a competitive edge. It creates space for testing, iteration, and direct engagement that traditional retail can't match. ![pexels-jakubzerdzicki-31738798](https://blog.mdrginc.com/hs-fs/hubfs/pexels-jakubzerdzicki-31738798.jpg?width=3000&height=2001&name=pexels-jakubzerdzicki-31738798.jpg)   ### **Want to get closer to your customers in 2025?** MDRG helps CPG brands understand consumer behavior through [brand tracking studies](https://www.mdrginc.com/how-we-do-it/brand-tracking/), [customer experience insights assessments,](https://www.mdrginc.com/cx-insights-assessment-offering/) and [product development research](https://www.mdrginc.com/product-research/). Whether you're exploring an emerging DTC opportunity or refining an existing strategy, our Whole Mind™ approach can help you stay ahead of market shifts and consumer expectations.  [Let's talk](https://www.mdrginc.com/contact/).  Are you eager to stay ahead of the curve in your industry? Sign up for our monthly insights email and gain exclusive access to valuable market research, industry trends, and actionable recommendations delivered directly to your inbox. - - - - [mailto:?subject=%20site&body=Check%20out%20this%20site%20https://blog.mdrginc.com/how-direct-to-consumer-models-are-changing-the-cpg-playbook](mailto:?subject=%20site&body=Check%20out%20this%20site%20https://blog.mdrginc.com/how-direct-to-consumer-models-are-changing-the-cpg-playbook) Topics from this blog: [Consumer Insights](https://blog.mdrginc.com/tag/consumer-insights) [CPG Market Research](https://blog.mdrginc.com/tag/cpg-market-research) [Brand Strategy](https://blog.mdrginc.com/tag/brand-strategy) ### [Margaret Fletcher](https://blog.mdrginc.com/blog/author/margaret-fletcher-mdrg) ## Is your research data rich but insights poor? Download our guide to evaluate your research process and set the foundation for future success. [DOWNLOAD NOW](https://info.mdrginc.com/landing-page-improving-insights-a-guide-to-getting-actionable-results-from-market-research) We are America's Favorite **Homestay for Foreign Students!** Start your **student homestay** adventure with us today and find out why international student's from all over the world love AmeriStudent. ## More blogs on this topic: [How Consumer Identity Is Rewriting the Rules of Engagement](https://blog.mdrginc.com/how-consumer-identity-is-rewriting-the-rules-of-engagement) [Why Patient Experience Studies Benefit Everyone in Healthcare](https://blog.mdrginc.com/why-patient-experience-studies-benefit-everyone-in-healthcare) [Greenwashing Kills Brand Loyalty: CPG Consumers Need Proof](https://blog.mdrginc.com/greenwashing-kills-brand-loyalty-cpg-consumers-need-proof) [How Direct-to-Consumer Models Are Changing the CPG Playbook](https://blog.mdrginc.com/how-direct-to-consumer-models-are-changing-the-cpg-playbook) - [Core Competencies](https://www.mdrginc.com/what-we-do/core-competencies/) - [Careers](https://www.mdrginc.com/who-we-are/) - [How We Do It](https://www.mdrginc.com/how-we-do-it/) - [Contact](https://www.mdrginc.com/contact/) - [Blogs](https://blog.mdrginc.com) [![MDRG](https://blog.mdrginc.com/hs-fs/hubfs/raw_assets/public/MDRG_June2021/images/footer-Logo.png?width=182&height=589&name=footer-Logo.png "MDRG")](https://www.mdrginc.com/) - - - - New Orleans, LA 70112 - [(504) - 821 - 1910](tel:(504)%20-%20821%20-%201910) - [info@mdrginc.com](mailto:info@mdrginc.com) © MDRG inc. 2021. 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