FMCG marketing now runs through retail media

The industry that wrote the mass-marketing playbook now faces cost pressure and decelerating budgets: US CPG media spend will grow just 4.6% in 2025, while nearly $59 billion shifts into retail media. Shoppers decide differently — only around half of FMCG brands grow their consumer reach each year, and 85% of CPG advertisers now buy four or more retail media networks. Winning brands are not simply reallocating spend; they are rebuilding the marketing operating model, governing brand, shopper and retail media as one investment, and holding every partner to measurable value. VA helps FMCG leaders orchestrate that ecosystem, optimise the media budget and prove ROI.