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Consumer Packaged Goods Data

Our CPG data identifies consumers who have a propensity to be purchasers of a given product at a rate that is 20% higher than consumers of similar products. Built from millions of consumption data records we feature buyer propensity for over 150 categories such as:
CPG Data

  • Baked Goods Buyers -Breads, buns, baked sweets, etc.
  • Beverage Buyers -Sodas, coffee, tea, alcohol, etc.
  • Cereal Buyers -Children’s, hot cereals, cold cereals, etc.
  • Children’s -Baby food, diapers, care, etc.
  • Prepared Food Buyers -Prepared entrees, fruits, ice cream, etc.
  • Grocery Spending Behavior -Milk, cheese, yogurt, condiments, sauces, etc.
  • Health & Beauty -Cough, cold, allergy, personal care, diet and health foods, etc.
  • Household Supplies -Laundry, cleaning, food supplies
  • Pets -Cat food, dog food and supplies
  • Snacks -Breakfast / Energy bars, salty snacks, cookies, etc.


  • V12 uses in-store purchase data along with a proprietary algorithm to model the original buyer and match attributes across the rest of our 208 million consumer records to create a one-of-a-kind CPG database.
  • To ensure accuracy, methodology layers in over 260 additional offline consumer attributes to fine-tune and differentiate buyers who may splurge on only one type of product but are frugal elsewhere, versus consumers who consistently purchase luxury products across the board.
  • Our proprietary algorithm then finds high-indexing “look-a-like” buyers for all 150 CPG segments, allowing marketers to target a larger pool of consumers who are 5x more likely to make a purchase.