Image of a consumer walking in a supermarket aisle

Consumer Products

Exceed the diverse expectations of consumers and enable your company to sustainably and profitably grow in an uncertain world.

Accelerating digital transformation in CPG

Transforming consumer packaged goods (CPG) for the digital era isn’t just about moving to direct-to-consumer models. It’s about using new technology – like the Internet of Things (IoT) and AI – to revolutionise internal processes and maximise speed and scalability.

Consumer data and insights

To create the personalised experiences consumers expect today, CPG companies need a faster way to turn massive amounts of proprietary and third-party data into insight. With cloud-based, AI-powered analytics, you can gain a richer understanding of each shopper in the moment and bring valuable insights into product development.

Sustainable products

Consumers aren’t just demanding more sustainable goods, they’re demanding full product transparency – into raw materials, worker treatment, packaging, delivery, and more. The ability to provide that information to consumers and demonstrate sustainability efforts through QR codes and other means can give your consumer products company an edge.

Omnichannel shopping

The pandemic has accelerated the shift to online and omnichannel shopping for CPG customers – and this behaviour is here to stay. Consumer goods companies need to provide your own seamless omnichannel experiences direct to consumers by investing in e-commerce, data management, marketing, and omnichannel fulfilment solutions now.

Supply chain resilience

Supply shocks, rising costs, disruptions, and labour shortages in supply chains show no signs of abating. Yet demand for consumer goods is on the rise. Modernizing the supply chain through IoT sensors, blockchain, integrated data, real-time analytics, and open partner networks can help offset these challenges and provide better visibility into risks.

Featured CPG industry solutions

SAP Responsible Design and Production

Design more sustainable goods – and act on the circular economy – with tools to assess extended producer responsibility (EPR) obligations, plastic taxes, and more.

Explore the solution

SAP Logistics Business Network

Connect CPG logistics partners and data in an open network to improve freight collaboration, goods tracking, material traceability, and supply chain resilience.

Explore the solution

SAP S/4HANA

Optimise processes, increase agility, and improve product and service quality with SAP S/4HANA – intelligent cloud-based ERP used by top CPG companies around the world.

Explore the solution

See how customers are succeeding with SAP

>20% reduction in HR operating costs in the U.S.

Learn how Whirlpool is enhancing the employee experience to deliver on the customer promise.

Read the customer story

Saying aloha to better consumer experiences

Discover how Maui Jim is delivering authentic, one-to-one experiences online and at scale.

Read the customer story

Restyling digital commerce with agility

Learn how New Era Cap Company delivers richer, more personalised experiences for both businesses and consumers of all ages.

Read the customer story

Making an impact through sustainability

Discover how Unilever aims to achieve net-zero emissions, radically reduce plastic use, and transform its global food system.

Watch the video

What are the leading analysts saying about SAP?

Embrace the future of sustainability

Learn how to incorporate a sustainable philosophy into your overall business and technology implementations with insight from SAP and Oxford Economics.

Read the report

Realise the growing power of ecosystems

See why IDC says industry ecosystems help companies better scale their collaboration efforts, improve visibility into suppliers, and identify new opportunities.

Read the report

Explore our consumer goods technology and solutions

Request a personalised demo

Use rich insights and ongoing consumer feedback to guide CPG product design; rapidly adapt formulation, ingredients, raw materials, and packaging to align with sustainability goals; and build a regenerative business by facilitating product reuse and recycling.

Collaborative product design for faster time to market
Adaptive product development and recipe formulation
Feedback-inspired innovation and product experiences
Improved product safety and compliance
Insight into environmental impact and zero-waste commitments

More than 14,000 consumer products companies in 134 countries are innovating with SAP solutions.

_{Source: SAP Performance Benchmarking}

Customers want to know everything about a product and its ingredients so they can be sure it aligns with their values. We want to give them that level of transparency, which means gathering an enormous amount of data and making it available in real time.

Ben Windhorst, DTO&IT Director, FRoSTA AG

Run smart, agile, and autonomous CPG manufacturing processes that can dynamically adapt to trends and changing demand and help you deliver personalised products at scale, reduce waste and carbon emissions, and tightly orchestrate manufacturing with supply networks and design.

Smart manufacturing execution and Industry 4.0 capabilities
Full visibility across supply, production, inventory, and demand
Reduced environment, health, and safety (EHS) risks
Predictive asset analytics and preventive maintenance
Sustainable manufacturing and reduced resource consumption

41% of U.S. consumers are loyal to brands that allow them to personalise products.

_{Source: SAP Performance Benchmarking}

SAP HANA and SAP Analytics solutions allow us to move quickly when it comes to analysing information and making decisions, and that’s really our biggest differentiator.

George Lesko, Vice President and CIO, Ferrara

Read the customer story

Maximise CPG supply chain visibility and agility to ensure that the products consumers want are always available and collaborate with partners in real time to mitigate disruption, shore up resilience, and deliver seamless B2B, B2C, and B2B2C order fulfilment.

Integrated supply chain planning and execution
Smart warehouse and transportation management
Open, collaborative supplier and logistics networks
End-to-end supply chain transparency and track and trace
Reduced carbon footprint and improved supply chain sustainability

90% of the most successful consumer products companies in the world run SAP solutions.

_{Source: SAP Performance Benchmarking}

Our passion for and commitment to the environment and sustainability will improve the livelihoods of these Indonesian fisherman and enhance their communities.

Tony Costa, SVP, CIO, Bumble Bee Foods LLC

Unify consumer insights from all touch points to hyper-personalise engagement and deliver exceptional experiences on all channels – for all brands and markets – while improving e-commerce and extending transactions into social, video, and streaming services.

360-degree customer view and real-time CPG analytics
Omnichannel commerce and customer service
Intelligent micro-segmentation and seamless consumer journeys
CPG marketing performance and spend management
Value-added services and subscription billing management

63% of consumer products companies say it’s important to engage with consumers through a seamless, fluid channel experience, but only 16% are currently able to do so.

_{Source: SAP Performance Benchmarking}

The speed, breadth, and agility of the Qualtrics XM Platform helps Chobani deliver a great customer experience from start to finish.

Maria Voronina, Senior Brand Manager, Chobani

Read the customer story

Get started with SAP’s cloud solutions for consumer products

SAP can help you start or enhance your digital transformation – no matter where you are in the journey. If you have yet to move to cloud ERP, you can get started with RISE with SAP for Consumer Products. If you already have cloud ERP – from SAP or any vendor – you can enhance your digital CPG capabilities with our industry cloud solutions.

RISE with SAP

Achieve greater speed, agility, integration, and extensibility with RISE with SAP, a comprehensive solution made up of key products, such as SAP S/4HANA Cloud; industry next practices; business process intelligence; and services from SAP and our partners. RISE with SAP also includes solutions for:

Integrated business planning for sales and operations
Network-wide fleet and logistics management
Global track and trace for materials and products
Material traceability for farm-to-consumer processes
Extended warehouse management and integrated supply chain logistics
Comprehensive transportation management

Industry cloud solutions for consumer products

Built by SAP and our partners on an open platform, SAP’s industry cloud solutions address specific industry needs for the consumer products sector. Designed to work with your existing SAP and third-party systems, these specialised cloud applications can help you drive cost-effective transformation and sustainable growth.

Cloud-based CPG solutions
Built by SAP and our partners
Work with existing systems
Extend your current investments

Explore industry cloud solutions

Featured cloud solutions for consumer products

SAP Intelligent Trade Claims Management

Use a virtual assistant to automatically match promotions and allocate funds for deductions and invoice claims – eliminating all manual steps in the process.

Explore the solution

XM solutions from SAP and Qualtrics

Collect consumer feedback across multiple channels to identify opportunities to increase revenue, loyalty, and footfall with our experience management software.

Explore the solution

SAP Rural Sourcing Management

Connect smallholder farms to your agriculture supply chain – and get full transparency into the source of your raw materials – with this track and trace solution.