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Reddit highlights rising opportunities for CPG marketers
2026-05-15 00:53:33 GMT
Andrew Hutchinson
(Social Media Today)
Reddit published a new report that examines how CPG brands can reach target
audiences with Reddit promotions. This comes as more people visit the platform
seeking information as part of their discovery process.
Reddit has become a key resource for product insights, with the app seeing a
40% year-over-year increase in the number of high-intent shopping
conversations on the platform, according to a recent press release.
This presents more opportunities for brands, and Reddit said product
conversations continue to rise within subreddit communities.
As per Reddit: “Over the last six months, the U.S. alone saw over 3.1B grocery
shopping conversations. From ‘which oat milk actually tastes best’ to ‘what’s
the right food for a new puppy,’ shoppers are using Reddit to crowdsource real
opinions at every stage of the journey.”
Reddit’s report, created in partnership with Attain, shows that Reddit
delivers stronger lifetime value across every major CPG category over a
five-year horizon.
“Reddit shoppers consistently generated higher post-acquisition value across
every category, including 15% in beverage, 14% in food and 17% in personal
care and beauty,” the report said.
Lifetime value in this context reflects the total projected value that a buyer
is expected to generate over a five-year span, beginning from the point of
their first purchase in the category.
In other words, consumers who are conducting research on Reddit are more
likely to make expanded purchases within each category, underlining the
importance of connecting with them to build that initial brand relationship.
The data also showed that Reddit users spend 22% more on their pets, 17% more
on their food and 12% more on their beauty products than non-users.
Essentially, Reddit users are likely to spend more, and across more
categories, based on the research and insights they glean from the app.
Reddit also referenced another study, conducted by Circana, which showed that
Reddit delivers meaningfully higher returns for CPG advertisers, outperforming
other social platforms across the U.S. and Western Europe.
“On average, Reddit generates 1.5x higher ROAS for CPG advertisers vs. other
social platforms,” the report said.
The data suggests that Reddit could be a key promotional platform for CPG
brands, putting brand promotions in front of consumers at just the right time
within their discovery process, which could help to drive more sales activity
as a result.