For CPG producers, the competition is fierce for retail shelf space, as well as shelf space in consumers' homes. The industry has become increasingly marketing-driven to facilitate the bond between people and the brands they hope to love. And in recent years, innovation has become a critical element for companies in all areas of the industry in order to yield high consumer satisfaction results and to accrue loyal customers. Inevitably, the key to success in the industry is the ability to be agile against the competition and be flexible to adjust to the latest consumer trends.