Mastering Data Storytelling for CPG Success | A Retailer Pitch Deck Guide
Sponsored content from Startup CPG partner NIQ
Recently, Kelsey Michel, VP at NIQ, led an insightful webinar with Startup CPG on crafting an impactful retailer pitch deck—a vital tool for creating a strong first impression in CPG retailer meetings. Your pitch deck serves as the introduction your brand to the category manager who decides if you will get on shelf. It is critical to bridge your brand story with actionable insights to help the retailer understand why your product is a must-have for their shelves. From distilling market trends to showcasing consumer demand and potential sales growth, a well-designed deck not only differentiates your brand but also builds trust and positions your product for success
For more insights, you can access the full webinar recording here and download the presentation deck here, which includes example slides that you can use to build your own winning pitch deck.
The Essentials of a Powerful Retailer Pitch Deck
When constructing your pitch deck, clarity and focus are key. Below are the top insights shared during the webinar to help you build a winning presentation:
1.Value – What consumer need does your product address? For a pitch deck to resonate, it must articulate why this need is significant and how your product fills the gap. You want to show:
- A widespread consumer issue
- The importance of addressing this issue
- Your product’s unique ability to solve the problem
2.Innovation – Retailers see countless products every day—how does yours stand out? Whether it’s through innovative ingredients, unique packaging, or a new formulation showcasing what makes your product different is essential.
3.Direct and Concise Messaging – Clear, concise communication is necessary to make the presentation easy to digest. Try to stick to the 1-1-1 strategy:
- One line title
- One point you’re trying to convey
- One chart or infographic
4.Retailer-Centric Focus – While the deck is about your product, it should also clearly communicate how it benefits the retailer. They care about one thing: how will your product help grow their sales? Highlight the financials and focus on growth potential in terms of unit sales and dollar revenue.
Understanding the Retailer Perspective
Retailers today are laser-focused on driving unit sales in a challenging environment where growth has often been driven by price increases rather than more units sold. So, how will your product contribute to unit growth in 2025? This is where small and medium-sized brands excel, as they are growing faster in both dollars and units by gaining distribution and generating incremental sales when on promotion.
What’s on Retailers’ Minds?
- SKU Rationalization: Retailers are consolidating their SKUs, so your deck should include a strong argument for why they should make space for your product. Show that your product will attract new customers and increase loyalty, making a compelling case for shelf space.
- Consumer Value: Value isn’t just about price—it’s also about how your product improves the consumer experience. Use data to demonstrate how your product delivers unique benefits, contributing to incremental sales and drawing in new customers.
- Unit Growth: Unit sales are stagnant in the US market. As retailers look to the future, they want to know what brands can bring to the shelf to grow their unit sales. Use growth, velocity, and rankings to show how your brand will contribute to the retailer.
The 10 Must-Have Slides for Your Pitch Deck
- Problem & Solution: The first slide should highlight the consumer problem your product addresses. This sets the stage for your brand’s exists and how it meets an unmet need. You should also present your solution, explaining how your product is uniquely suited to solve this problem. For example, if your product targets a growing trend like plant-based snacks, frame the conversation around consumer demand for healthier alternatives and how your product fulfills that need.
- Your Product: Think of this as your elevator pitch slide. This is where you succinctly describe your product and its value. Include high-quality images of the product packaging to help the retailer visualize it on their shelves. Also, highlight any standout features—whether it’s the ingredients, packaging innovation, or product claims (e.g., “gluten-free,” “non-GMO”).
- Market Size: Retailers want to know if your target market is substantial and growing. Use this slide to show both the current market size and projected growth. NIQ can provide precise market data, but if you don’t have it, use credible online resources to estimate. For instance, if you’re in the sustainable beauty space, reference the growing interest in eco-friendly products and how consumers are increasingly prioritizing sustainability.
- Industry Trends: This slide concerns aligning your product with more significant industry trends. Whether it’s the rise of functional foods, clean-label beauty, or sustainable packaging, show retailers that your product is part of a larger, growing movement. Use numbers and research to support your points. For example, “The demand for digestive health products has increased by 31% year-over-year, making this an ideal category for innovation.”
- Target Consumer: Retailers are laser-focused on understanding their customers and want to know if your product will attract the right shoppers. Use demographic data to craft a persona that represents your typical buyer. For example, “Our target shopper is a health-conscious millennial mom, aged 25-40, who prioritizes organic, non-GMO foods for her family.” If possible, tie this persona to the retailer’s existing customer base.
- Uniqueness: It’s time to differentiate your product from competitors. What makes your product stand out? Whether it’s unique formulations, patents, or distinct branding, explain why your product should take up space on its shelves. Use a competitive comparison table to highlight your features that others don’t. Retailers love to see direct comparisons that clarify why your product is superior.
- Sales Data: Data speaks volumes. Use this slide to showcase your sales performance so far, focusing on key metrics like velocity (sales per point of distribution), unit growth, and any market share gains. For example, if your product has already gained traction in regional markets, share that data: “We’ve experienced 25% velocity growth in local stores, proving that customers are repeatedly buying our product.”
- FOMO (Fear of Missing Out): Retailers are more inclined to act when they fear they’re missing out on a hot product. Use this slide to show where your product is already performing well especially with their competition, and what the retailer could miss by not stocking your brand. For example, “We’re already in 200 independent retailers across the Northeast, with plans to expand nationally. By not carrying our product, you risk losing market share to competitors.”
- Sales Momentum and Forecast: Retailers need confidence in your ability to deliver future growth. Use this slide to highlight your projected growth over the next 12-24 months. If you have marketing campaigns, flavor expansions, or new product launches planned, mention them here. For example, “We’re launching two new flavors next quarter, supported by a nationwide social media campaign, and expect to see a 40% increase in sales.” This shows the retailer you are investing in the brand that will keep customers engaged and continue to acquire new customers as well. 
- Why Believe in Your Data: Finally, wrap up your deck by building credibility. Include customer testimonials, product reviews, or any custom research that supports your claims. Retailers want to know that real customers love your product and that the demand is there. This is also a good place to include press coverage or any awards your brand has won. This is your chance to brag about your brand, show why you are the best!
NIQ’s Annual Pitch Slam – A Case Study of Success
During the webinar, Neil from Jasberry, the 2024 NIQ Founders Pitch Slam winner, shared his winning presentation. The Pitch Slam is an exciting competition for emerging CPG brands, with a prize pool of over $500k. Neil’s presentation serves as a perfect example of how to craft a compelling pitch deck that resonates with retailers.
Watch the full webinar recording here to see Neil’s winning pitch and how he tailored his deck to meet the retailer’s needs.
Exclusive Offer from NIQ & Startup CPG
Ready to craft your winning pitch deck? Take advantage of our exclusive Startup CPG package, designed to equip you with the data and insights needed to create a compelling, retailer-ready presentation. As a Startup CPG member, you’ll receive exclusive access to Byzzer™, which includes 20 report pulls, Full View™ insights on up to 6 markets, and coverage of up to 5 full categories (down to the UPC level) — all for just $4,950! Learn more and unlock access here.
With these 10 slides in hand, you’ll be set to create a pitch deck that not only impresses but also drives results. Watch the full webinar recording here for more insights, and download the presentation deck here to get access to example slides to help you start building your own pitch deck.
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