Study: Pinterest Users Are More Likely to Try New CPG Products

75% of Pinners are 'very interested,' versus 55% of people on other platforms

Roughly 75% of Pinners say they are “very interested” in new consumer packaged goods products, compared with 55% of people on other digital platforms, but does that interest translate into sales? Yes, according to Oracle Data Cloud.

ODC analyzed more than 40 debuts of new CPG products and found that Pinterest households were 29% more likely to try new products within the first 10 months of availability than non-Pinterest households.

That gap jumped to 40% when looking at the first 30 days.

Pinterest shared the following takeaways for marketers looking to introduce new CPG products via campaigns on its platform:

  • Build a strategy that takes consumers from awareness to purchase: Take advantage of key Pinterest ad formats, including promoted video for awareness and promoted carousel for consideration.


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