Forrester assessed 24 consumer packaged goods brands on the digital traits that shape long-term sales success. It asked leading AI answer tools to recommend products in each category. It then checked whether each brand appeared prominently in those replies. It also measured findability on traditional search engines and major reseller sites. Five brands came out ahead: Similac, CLIF Bar, Purina, Coca-Cola and McCormick. Purina earned the top overall score, helped by pet-care content and digital tools. McCormick stood out for detailed product pages with many photos and videos. Forrester says shoppers increasingly research products through ChatGPT, Google Gemini and Microsoft Copilot. The full ranking sits in a report available to Forrester clients.
What changed
Brand findability was measured mainly through traditional search engines and reseller sites.
What it unlocks
Comparing a consumer brand's visibility in AI answer tools against named peers.
- 24 CPG brands assessed
- 5 brands named as winning
- 20+ photos and videos on McCormick pages
What you need to act on it
- Forrester client access for the full report
Sources