Net Promoter Score Trends for CPG Brands in 2025

BY QDegreesPUBLISHED
Jul. 21, 2025

Consumer Packaged Goods, or CPG, is a broad category of goods, think snacks, beverages, cleaning goods, and personal care, pretty much all the things’ people use and replace. These firms sell at scale to retailers, distributors, and business buyers.

It is also an expanding business heavily, as in 2023, the global market size of CPG was over $2.2 trillion. It is expected to be over $3.4 trillion by 2034. growing continuously each year.

With all the competition vying for attention, customer satisfaction has become an area of distinction. Increasing numbers of CPG brands are turning to Net Promoter Score (NPS) as a means of measuring how individuals feel about the experience and building long-term loyalty. It is helpful, particularly in the B2B environment, where relationships can directly generate revenues.

In this blog, we will break down what is changing with NPS in 2025, including benchmarks, CX trends, and how CPG companies are using smarter survey tools to act on real customer feedback.

What Is Net Promoter Score and Why Should CPG Care?

Net Promoter Score (NPS) is a means of discovering what customers truly feel about your brand. It is as simple as the following question: "How likely are you to recommend us to a friend or colleague?"

Depending on their response, customers can be categorized into three groups:

● Promoters (9–10): Dedicated followers who will likely recommend you.

● Passives (7–8): Usually satisfied, but not excited.

● Detractors (0–6): Not satisfied enough that they may complain, or defect completely.

To calculate your score, you simply subtract the percentage of Detractors from the percentage of Promoters. That provides you with one number that indicates where you are and how far you must go toward building greater loyalty.

Why Net Promoter Score Matters in the CPG World?

In consumer products, it is all about speed, products, variations, and humans. You do not get too many second chances with consumers, whether they are retailers or end users. You must, therefore, know what you are perceived to be by them.

Net Promoter Score provides CPG businesses with a simple, instant ability to monitor loyalty. If a business line is declining or a market is flagging, NPS can pick it up before sales reports can. And if you are playing the game of lean operations with limited shelf space, feedback in real-time is not just valuable; it is your competitive advantage.

How Top CPG Brands Run NPS Programs

NPS is not something that A-grade CPG brands do once a year. It is the way they operate. The best programs have an owner, typically someone in CX, insights, or sales ops, and run both types of NPS: relational (overall brand feedback) and transactional (post-touchpoint feedback such as delivery or support).

Heineken uses this structure to stay tied to the retail and bar partners. Coca-Cola HBC, serving 29 nations, funnels all their feedback into one platform so that local teams can fix problems quickly, and the central team can see trends that need broader action.

Choosing the Right Survey Channels for CPG

It is not what you ask, but when and how you ask. In CPG, where your "customers" might be distributors, store managers, or end-users, getting it through the proper channel is key.

Some send NPS surveys via WhatsApp immediately after a sales rep call, while others send more formalized B2B feedback via email. In-store, you can put QR codes on invoices or delivery receipts, too. The key is where your people are already congregating. When you catch up with them there, your response rates improve, and your data becomes bigger for analysis.

What the Data Says: Net Promoter Score Benchmarks in CPG

When compared NPS scores by industry, CPG was the category that stood out. The overall NPS score in this category among B2B buyers was 54, well above the industry average of 45. The leaders were in the high 60s and low 70s, which does not happen very often within any category.

Why does that disparity occur? It is not product quality alone; it is the way these companies manage feedback. Leaders are quicker, more consistent in follow-up and design processes around customer recovery. Most of them receive 30%+ response rates on their surveys and reach detractors in a matter of days. That type of speed powers retention, and retention powers revenue.

Closing the Loop: Acting on NPS Feedback

Getting feedback is worth it, but what one does with it is what sets great brands apart.

Great CPG teams do not leave NPS responses stagnating in a spreadsheet. When a low score is given, the appropriate team member gets notified, maybe even in real-time, and acts. That might be a sales rep following up, a support manager intervening, or a product team investigating a trend of complaints.

Creating a Culture Based on Customer Input

NPS can only be successful if it is cultural, and not simply a number on a slide. To mobilize top CPG brands, from field sales reps to executives, every individual has visibility and awareness of customer opinion.

NPS feedback is addressed in weekly team meetings. Customer savings and success stories are shared by departments. It becomes less a question of "tracking a score" and more a feeling of making customer impact decisions, day-to-day, over time.

At Heineken, to give another example, the change came after NPS data was made transparent. Once everyone could view what customers were saying, there came action and responsibility naturally followed.

Ready to Upgrade Your NPS Program?

If your NPS survey channels are sent out only once a year, or follow-up is inconsistent at best, maybe it's time to rethink your setup.

Today's CPG brands are shifting towards always-on feedback programs that deliver surveys dynamically, collect answers in real time, and enable teams to follow up minutes later. With the proper Net Promoter Score survey software, you can split by touchpoint, geo-filter, and push feedback into your CRM or internal systems.

It is no longer a matter of measuring Net Promoter Score, it is about making it a way in which your company listens, learns, and changes