Why The CPG Talent Pipeline Is Under Pressure—And How To Fix It
Shawn Cole is the president and co-founder of Cowen Partners with 20+ years of experience building and growing successful businesses.
The consumer packaged goods (CPG) industry is undergoing a transformation. Emerging product categories—like functional beverages, beauty products and sustainable food—are booming. Supply chains are more complex than ever. E-commerce and direct-to-consumer channels have upended traditional distribution models.
Yet, as the industry evolves, I’ve noticed a critical challenge has emerged: a shortage of CPG talent with the expertise to lead through disruption. In fact, a survey by ManpowerGroup found that 71% of respondents in the consumer goods and services space are having trouble filling roles.
Historically, leadership hiring strategies in CPG prioritized brand management and marketing acumen. But today’s landscape demands more. Companies need executives who excel in digital transformation, supply chain resilience and operational efficiency. Without a proactive approach to executive talent acquisition, many CPG businesses risk leadership gaps that could stall growth and innovation.
Based on my experience in our executive search firm, here’s why I’ve found the CPG talent pipeline is under pressure—and what companies can do to build a leadership bench that’s ready for the future.
Why Companies Struggle To Find The Right Leaders
CPG has long been a magnet for top business talent, with executives traditionally rising through the ranks via brand management roles. But in my view, the industry’s leadership model hasn’t kept pace with today’s challenges. Three major factors are driving the current talent crunch:
1. The Globalization Gap
The industry has gone fully global, yet many CPG companies are still hiring executives with regional expertise. Even some mid-sized manufacturers now operate in international markets, requiring leaders who understand cross-border logistics, geopolitical risks and global distribution strategies. Many companies struggle to find executives, both at the C-suite and vice president levels, who are prepared to navigate global supply chains, omnichannel distribution and private equity-driven growth.
2. The Digital Deficit
E-commerce, AI-driven demand forecasting and digital-first marketing have transformed CPG, yet many companies still prioritize executives with legacy retail experience. This can leave leadership teams ill-equipped to compete with digitally native brands that leverage automation, personalization and agile supply chains to scale rapidly. Traditional hiring strategies don’t always produce talent with true digital expertise. That can leave CPG companies stuck when making critical business decisions.
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