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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 revolutionize internal processes and maximize speed and scalability. 

Image representing top of mind topics for consumer products including consumer data and insights, sustainable products, omnichannel shopping and supply chain resilience
Consumer data and insights

To create the personalized 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 behavior 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 fulfillment solutions now. 

Supply chain resilience

Supply shocks, rising costs, disruptions, and labor 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. 

Innovative solutions for the consumer products industry from SAP and partners

Solutions that address specific needs of the consumer products industry help you achieve cost-effective transformation and sustainable growth. 

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.

SAP Business Network for Logistics

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


Optimize 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. 

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. 

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.

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. 

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.

Realize 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.

Embrace sustainability for ongoing success

Embed sustainability into virtually everything your brand does, including your enterprise transformation projects.

Explore our consumer goods technology and solutions


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 personalized 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 personalize products.

Source: SAP Performance Benchmarking

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

George Lesko, Vice President and CIO, Ferrara 


Maximize 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 fulfillment.

  • 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-personalize 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

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