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CPG — consumer packaged goods — is everything sold in a package to shoppers: food, drinks, snacks, personal care, household goods. Orbbit’s CPG data answers two questions about a brand: what it makes, and what it sells online, and for how much.

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How the pieces fit

A CPG brand buys ingredients, makes a packaged product, and sells it — in stores, to wholesalers, or straight to consumers online. Each data set covers one part of that path. D2C means direct to consumer: the brand sells from its own website instead of through a retailer.

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Putting them together

The data sets share words you can match on — a brand name, an ingredient, a category — so you can connect them in your own code. For example:
  • Ingredient exposure. Search Branded food for products whose ingredients contain butter, then pull butter prices from Commodities to see how the market price of that ingredient has moved.
  • Price positioning. Search D2C › Shopify stores in the coffee_and_tea category and compare their median_price to see where a brand sits against its peers.
There is no shared ID that links a packaged food in Branded food to the same item in a Shopify store. Matching across the two is done by brand or product name in your own code, and won’t always find a match.

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Where the data comes from